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From Saleswoman to CEO, Kristina Bouweiri Transformed a Small Family Business into One of the Largest Limousine Networks in the United States
Kristina Bouweiri did not plan to enter the limousine industry. Her desire was to pursue a diplomatic career, like her father. Born in Japan, she spent 20 years living outside the United States because of her father’s job.
She studied international relations and even worked on projects aimed at women’s empowerment in Somalia. When she returned to the U.S., she found a job as a salesperson.
A Call That Changed Everything
During her time as a salesperson, she called William Bouweiri, the owner of a small limousine company in Virginia. They started dating, and four months later, Kristina joined the business. Within a year, the couple got married.
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At that time, the company had only five vehicles and an annual revenue of US$ 200,000. The focus was on corporate clients. Kristina, however, saw opportunities in other areas. She began offering services for weddings and proms.
In no time, the company was catering to 100 weddings each weekend. As a result, revenue skyrocketed. By the 1990s, revenue reached US$ 5 million, with a fleet of 240 vehicles. New contracts with the government and companies like AOL helped with the expansion.
The entrepreneur made a turnaround in management, and more than 30 years later, the business achieved an annual revenue of almost US$ 33 million (R$ 183 million) and now has a fleet that also includes vans and buses.
Personal and Professional Challenges
Kristina faced a long struggle with infertility, lasting five years. During this time, she dedicated herself entirely to the company’s growth, working up to 16 hours a day.
When her twins were born, she had already structured the company to operate even during her maternity leave. Her husband took care of the children while she continued leading the business.
Crisis After September 11
The September 11, 2001 attack directly affected the transportation industry. Trips were canceled, contracts suspended, and corporate events interrupted. The biggest blow came when the company’s bank decided to cut funding.
They claimed that Reston Limousine vehicles in Washington D.C. could be targets for terrorist attacks. The company took six months to secure another bank and five years to become profitable again.
During this period, Kristina took over as CEO. Over time, she divorced and bought out her ex-husband’s share in the business. From then on, she took full command of the company she helped transform.
Impacts of the Pandemic on the Company
The COVID-19 pandemic was the biggest challenge in the company’s history. Demand plummeted, and it was necessary to lay off 300 of the 450 employees. The company had to resort to a government loan to continue operating.
With free time during the inactivity, Kristina made important adjustments. She hired consultants, cut expenses, eliminated unnecessary software, and reorganized operations. The result was a more efficient company, prepared for the post-pandemic period.
Overcoming Barriers in the Industry
Kristina also faced resistance for being a woman in a male-dominated industry. She attended meetings where she was ignored, even being the CEO.
Despite this, she remained steadfast in her leadership, confident in her value. Over the years, she paid for her three children’s college education and saw one of them become the company’s sales director.
In April of this year, Kristina Bouweiri sold Reston Limousine. Even with the sale, she will remain for three more years to support the transition.
She takes pride in her journey: she paid off the loan to buy her ex-husband’s share and built one of the largest limousine companies in the United States.
With information from PEGN.
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