Keel Holdings
We don't just
consult — we
build and operate
Brandwerk is the agency arm of Keel Holdings — a venture studio building modular ecommerce brands and retail platforms. Every system we build for clients, we've already built for ourselves.
The isolation test
Every component in our portfolio must pass one filter: Can it generate revenue independently? Can it be sold as a standalone business? Does it have its own P&L, customers, and brand identity?
If it can't be sold on its own, we kill it or fold it. Shared infrastructure creates efficiency, but never dependency. Pull any unit out and it keeps running.
Standalone ecommerce businesses
Each has own site, customers, P&L. The brand's own site IS their primary retail channel.
Multi-brand retail platforms
Multi-brand, multi-category stores. Own brands for margin + third-party for traffic. Only exist when market justifies it.
The playbook
Dropship to validate
Launch with zero capital. Test product-market fit, messaging, and unit economics before committing to inventory.
Stockholding for margin
Once validated, bring inventory in-house. Margin step-change from 35% → 55%+. This is where real profit lives.
Build to sell
Every brand, vessel, or the entire group is sellable as a standalone business. Exit routes baked in from day one.
Four revenue streams
Own-brand ecommerce
Direct-to-consumer and B2B sales through brand sites. High margins (55-75% on stockholding), full control.
Vessel retail
Multi-brand platforms carrying own brands (margin) + third-party brands (traffic). Blended economics, broader reach.
Agency services (Brandwerk)
Launch brands for others using the same playbook. Turn our operating system into a service.
Client onboarding & acquisitions
Take on existing ecommerce businesses, optimise/digitise them, or acquire underperformers and apply the operating system.
Why this matters for you
Most agencies talk theory. We've built the infrastructure, run the operations, and seen what breaks at scale. When you work with Brandwerk, you're not getting consultants — you're getting operators who've already solved the problems you're facing.
We know what it takes to digitise a manufacturer end-to-end because we've done it. We know how to launch a dropship brand because we're launching five. We know how to build systems that run themselves because our portfolio depends on it.
Every client engagement makes our portfolio stronger. Every portfolio lesson makes our client work sharper. That's the advantage of being a venture studio, not just an agency.
Want the same operating system?
Whether you're launching a new brand or restructuring an existing business, we can help you build infrastructure that scales.