Dorvin Lively has been named chief executive officer of Dallas-headquartered Buff City Soap, a plant-based home and personal care brand franchise.
“We’re incredibly excited to welcome Dorvin as our new CEO of Buff City Soap. His extensive experience leading multi-unit franchise businesses, including his most recent leadership role at Planet Fitness, is immensely valuable to Buff City Soap. We look forward to Dorvin’s leadership in this next chapter of Buff City’s growth” Wayne Moore, managing partner of Crux Capital, said in a statement.
Lively has led numerous consumer and retail businesses throughout his career.
Most recently, Lively was president of Planet Fitness, a franchise concept with over 2,400 locations that tripled during his tenure. Before that, he served as CFO of RadioShack and Ace Hardware.
Currently, he is a board member of European Wax Center and Mister Car Wash. He also owns 5 Buff City Soap locations in the greater Dallas area, the company said.
“I am pleased to join Buff City Soap as CEO and to work closely with our board and management team in the execution of our business strategy,” Lively said in a statement.
Expanding brand’s reach
Buff City Soap also announced that Enrique Ramirez will be president in addition to his CFO role.
Before Buff City Soap, Ramirez was Global CFO and GM of Latin America and Iberia at Pizza Hut.
“I am thrilled to assume the new role of president and work with our management team and franchisee partners to continue to grow our business. This is a unique time for Buff City Soap as we continue to expand our brand’s reach,” Ramirez said in a statement.
Buff City Soap was founded in 2013 and franchising since 2018. It continues its rapid growth across more than 250 locations in more than 25 states.
Its unique handmade plant-based soaps, laundry, bath, and body products are disrupting the retail beauty and consumer goods categories.
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