In 2006, Ronaldo opened a fashion boutique under the name "CR7" (his initials and shirt number) on the island of Madeira, Portugal. Ronaldo expanded his business with a second clothes boutique in Lisbon in 2008. The stores include diamond-studded belts, jeans with leather pockets and patented buckled loafers. The store also sells slinky outfits for women.
In 2013, in partnership with Danish company JBS Textile Group and the New York fashion designer Richard Chai, Ronaldo co-designed a range of underwear. He later grow his CR7fashion brand by launching a line of premium shirts and shoes.