In 2006, Ronaldo opened his first fashion boutique under the name "CR7" (his initials and shirt number) on the island he was born in, Madeira. He opened a second boutique in Lisbon in 2008, and a third in 2009, located in Madrid. In December 2013, Ronaldo opened his own museum called "Museu CR7", which has all of his trophies and awards from his career.