Paco Underhill

Paco Underhill Paco Underhill is the founder and Managing Director of Envirosell Inc., a New York based research and consulting firm. Envirosell has offices in Milan, Tokyo, Sao Paolo and Mexico City. Underhill has spent more than 25 years conducting research on the different aspects of shopping behavior, earning his status as a leading expert and pioneer in the field. His company, Envirosell, helps companies understand what motivates the behaviors of today’s consumer. His research shows how today’s retail world is ruled by factors such as gender, “trial and touch” and human anatomy. He is a popular speaker across the world talking about consumer and retail trends.

Underhill and Envirosell have been profiled by major publications, such as, The New Yorker, Fortune, Fast Company, Business Week and Smithsonian Magazine, and have been featured on ABC’s 20/20, and CBS’s 48 Hours. Paco is a regular contributor to NPR and BBC Radio. His columns and editorials have appears in the New York Times, London Times, Wall Street Journal, and the Christian Science Monitor and a broad cross section of trade and professional journals. His first book, Why We Buy: The Science of Shopping published in 1999, is currently out 23 languages. That book is viewed as a retail classic and part of the training programs of many major merchant organizations. His second book, entitled Call of the Mall: The Geography of Shopping, was released in February 2004 by Simon & Schuster.

You can contact Paco by email at: p.underhill@envirosell.com