About us
Built for brand growth
Studio of Frame helps emerging brands scale into retail with more clarity, structure and commercial direction. We believe great products fail when brand, retail and execution are not aligned. Our role is to bring those worlds together.
We know how buyers think and what it takes to get a product listed. We also know what works for you as a supplier. That knowledge, on both sides of the table, is your advantage. We use it to create the best conditions for your brand to succeed in retail.
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 complex retail environments.
Isabella built her career on the brand side. At FrieslandCampina, she learned to build pricing and promo structures that hold under pressure and work for both supplier and retailer. She later moved into the startup world, guiding wellness brand founders through distribution negotiations and the complexity of structured retail for the first time.
Two careers. Two perspectives. One shared obsession with getting brands to perform in retail.
Together, we cover the full picture. We understand how buyers think. We understand how brands are built to perform.
That knowledge, on both sides of the table, is your advantage. We use it to create the best conditions for your brand to succeed in retail.
Because retail is not won at the shelf.
It is won in the decisions made long before. In the pricing, positioning, retailer fit, buyer relationships and execution.
That is where Studio of Frame works. Not from the sidelines. Built alongside founders.
We understand how buyers think.
We know how brands perform.
And we know how to close that gap.