Lorena Guimarães

Lorena Guimarães has more than 15 years of experience in the legal market, with a distinguished track record in structuring, negotiating, and reviewing strategic and highly complex corporate agreements. Her practice is particularly recognized for advising companies on matters that require not only legal certainty, but also an integrated business perspective, helping clients make strategic decisions in dynamic environments. She is especially known for leading complex negotiations, balancing competing interests, identifying risks, and developing tailored solutions for each transaction.

Throughout her career, she has built cross-sector expertise in industries characterized by highly sophisticated contractual demands, including technology, manufacturing, healthcare, and franchising. She advised one of the world’s leading fashion and luxury goods groups, structuring distribution, import, trademark licensing, commercial partnership, and international franchise agreements, including the first operation of this model in Brazil for one of the group’s largest brands, as well as contracts related to store construction and retrofit projects. This experience gives Lorena a unique understanding of the contractual and reputational requirements associated with ultra-luxury brands.

In recent years, she has focused a significant portion of her practice on the Wellness sector, a rapidly expanding market driven by demands related to integrative health, nutritional supplements, fitness, and premium experiences. Her approach combines the knowledge she has built across related industries with an in-depth understanding of the operational, regulatory, and reputational particularities of this market. She advises clients on structuring agreements with professionals and suppliers, franchise and licensing operations, advertising and influencer-related matters, as well as the structural and contractual impacts arising from Brazil’s Tax Reform.

Her work has been recognized by specialized legal directories, including Análise Advocacia and Análise Advocacia Mulher, reinforcing her position among the country’s leading lawyers in the field of contracts.

• Executive MBA in Business Law, Fundação Getulio Vargas (FGV-SP)
• Bachelor of Laws (LL.B.), Faculdade Baiana de Direito (FBD)