[2][6] From 2005 to 2008 he was head of the company's European division, during which time he developed new variants in Reckitt's product range, working with brands such as Cillit Bang, Calgon, Finish and Airwick.

[9] He returned the division to operational growth before leaving in 2010 to invest in early-stage technology companies, including social TV startup Beamly, of which he became chairman.

[15] The Craftory invests in owner-operated companies with annual revenues of more than $10m, in sectors including beauty, health, food, beverages and household products.

[15][16] Leoni Sceti and co-founder Ernesto Schmitt launched The Craftory with $300m in investment capital, including $60m from Spice Private Equity.

[18] He is co-founder and chairman of The Leoni Sceti Group, a UK-based firm with interests in real estate, private equity and venture capital.