About us
Built for retail 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.
Two sides of retail.
One shared way of building brands ready for it.
Where personal meets professional.
Juliette van der Werf and Isabella Leeuwaarden 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 developed a sharp eye for what drives growth and what quietly kills it. 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 worked across pricing, trade marketing and sales strategy at scale, with partners like Albert Heijn. She learned how to build pricing structures that hold under pressure, how to position a brand within a retail system and how to move volume without losing margin. She later led retail expansion for emerging wellness brands, negotiating distribution agreements, setting up commercial frameworks and guiding brands through the complexity of structured retail for the first time.
Together, they cover the full picture. Juliette understands how buyers think. Isabella understands how brands are built to perform. Most brands work with one perspective. We bring both.
This is where most brands lose.
Retail is not won at the shelf. It is won in the decisions made long before, in positioning, pricing, buyer relationships and execution. When those pieces don't align, great products get quietly lost.
We come in to close that gap. Not as advisors. As a commercial extension of your team.
We understand how buyers think.
We know how brands perform.
And we know how to close that gap.