Jose Prendes, founder and CEO, Featured

8:14pm EDT June 30, 2012
Jose Prendes, founder and CEO,


José Prendes’ success in building his entrepreneurial vision into a tangible reality has not come without its challenges. Shortly after moving his ?rst venture operations into a larger of?ce and warehouse, his plans for the growth and expansion were devastated by the aftermath of Hurricane Wilma in 2005.

Unable to fully recover the business, Prendes displayed an exceptional entrepreneurial spirit by turning his greatest challenge into an opportunity and focused his attention on the creation of, a vitamin and nutritional supplement e-commerce retailer. As founder and CEO of PureFormulas, Prendes leads with a hands-on, always-present style, and a personable and humble persona. He de?nes his company’s success not through traditional, ?nancial measures but through the satisfaction of simply having built something that works.

Looking forward, Prendes plans to continue investing in IT innovation and logistics operations to help improve the company’s ability to best serve its growing client base. The company plans to utilize a new e-commerce platform to enhance inventory management, offer auto-shipping services and provide for re?ned search capabilities on its website through search-based navigation.

PureFormulas believes its most valuable differentiating factor is its unyielding commitment to offering excellent customer service. Continuous process and technology improvements have provided a solid platform for sustainable growth.

Product line expansion, the addition of another ful?llment center, more aggressive advertising and increased ef?ciency through technology will eventually allow Prendes to become more actively involved in the long-term sustainability of the company overall. The success of PureFormulas has recently led to the doubling of its workforce within the past six months. The company has enjoyed a great deal of loyalty from the members of its workforce and its clients, resulting in the continued growth of the business.

HOW TO REACH: PureFormulas,