About us
Great brands deserve great retail.
We believe retail should strengthen a brand, not simply expand its distribution. That means choosing the right partners, building the right commercial foundations and making sure products actually sell once they’re on shelf.
We bring the structure, relationships and execution needed to turn retail into a real growth driver for the business, not just another sales channel.
Founders, Juliette & Isabella
Two sides of retail.
One shared way of building brands ready for it.
Where personal meets professional.
Juliette and Isabella have known each other their entire lives. But it was their careers, built separately on opposite sides of retail, that made their partnership make sense.
Juliette came up through buying. At de Bijenkorf, she learned the mechanics of retail from the inside: how brands are evaluated, how they earn shelf space, how they perform within a category and what it takes to stay. She went on to work with Nike, ASICS and Tommy Hilfiger, translating global strategy into commercial reality inside retail environments.
Isabella built her career on the brand side. At FrieslandCampina, she worked across revenue management, trade marketing and sales, learning how to build pricing and promo structures that maximize revenue and protect margins for both supplier and retailer. She developed long-term commercial relationships with partners like Ahold/Etos and Holland & Barrett. She later moved into the startup world, guiding innovative brands through distribution negotiations and the complexity of structured retail for the first time.
Today, we bring those perspectives together at Studio of Frame.
We saw that for many growing brands, retail becomes a business of its own. It requires a different set of skills, relationships and day-to-day attention, often before a brand is ready to build that expertise in-house.
That is where we come in. We work as an extension of the brand, bringing the commercial structure, retail relationships and hands-on execution needed to build and grow the retail business.
So founders can stay focused on building the brand, knowing the retail side is being built with the same level of attention.
The expertise of an in-house retail team. Without having to build one.
Building a retail business requires experience, relationships and consistent execution. But for many growing brands, building that expertise in-house doesn’t make sense yet.
Studio of Frame gives brands access to senior commercial expertise and hands-on execution, with the flexibility to scale our involvement as the business grows.
Experienced commercial expertise across buying, sales, pricing, planning and retail strategy.
First-hand understanding of how retailers evaluate, buy, launch and grow brands.
Scale our involvement up or down as your retail needs evolve, without permanent headcount.
Senior retail capabilities at a cost comparable to adding a single junior hire.