Strategy You Can Trust. Powered by Experience.

Selectively partnering with ambitious D2C and subscription brands on Shopify — where operational depth, strategic clarity and sustainable scale matter more than hype.

Led by founder-operator Michael Kleinmann, with two decades of full-stack experience in D2C, subscriptions, and e-commerce operations, we’ve built and scaled 8-figure brands from the ground up—designing systems that drive revenue, retention, and profitability.

This is not mass consulting. It’s a precision partnership for brands serious about long-term value.

A Bespoke Consultancy

Born from the same passion that created Freshpair and Underwear Expert, and advised many other brands, we are a concentrated dose of Michael’s 2 decades of CEO, COO, CMO, CTO, and CFO experience in D2C E-commerce and Subscriptions.

What we bring:

  • End-to-end commerce architecture: from storefront to fulfillment, tech-stack to subscription model.

  • Operational rigour: metrics, unit economics, retention, profitability by design.

  • Executive muscle: strategy meets execution. We embed with your team and eliminate the chaos.


Discretion. Depth. Discipline.

We partner selectively—with founders and operators who are building meaningful, enduring brands on Shopify and beyond. The kind of companies where precision matters and experience saves years.


A Conversation, Not a Pitch

We’re always open to meeting visionary founders / executives and exploring exceptional projects.

If you’re building something or have an existing business that deserves care and precision —reach out.

Meet Michael

Michael Kleinmann isn’t a consultant. He’s a builder of enduring brands.

With more than two decades of hands-on leadership across product, technology, marketing, and logistics, he has scaled multiple seven- and eight-figure e-commerce ventures from concept to category-defining. His approach is grounded in experience, discipline, and a relentless focus on systems that compound value over time.

Get to know Michael

What They Say About Michael

  • “Simply put, Michael has the ability to accomplish anything he puts his mind to, and to do it to the absolute highest level.”

    Brian Steixner, MD
    Co-Founder and CEO
    Popstar Labs

  • “Michael brings savvy executive leadership, practical decision-making, and a pop of cool to everything he does.”

    Chid Liberty
    CEO
    Stealth Mode Startup

  • “Michael’s leadership has provided amazing results at Freshpair and his clear cut mission has had impressive results.”

    Jeff Zisk
    Executive Vice President
    Cart.com

  • “He has the ability to rally teams around the master vision and then empower them to drive the results.”

    Lindsey Massey
    Vice President of Marketing
    Victoria's Secret & Co

  • “A true visionary who redefined how brands market, sell, and grow.”

    Ralph Beyda
    President
    2(X)IST

How it all started

In 2001, Michael transformed an idea called Freshpair into one of the first successful online retailers for men’s and women’s intimate apparel. Started in his New York City apartment, he scaled it from an idea into a category-defining online retailer with 30,000+ SKUs, partnerships with over 150 brands, and eight-figure annual revenue.

He also turned underwear into a cultural moment— as the creator of National Underwear Day.

FRESHPAIR
D2C Men’s & Women’s Intimate Apparel

(Acquired)

PRESIDENT
2001 - 2011

The Expert, Evolved.

Michael launched The Underwear Expert in 2012 as a media brand covering the men’s underwear industry, complete with thousands of original articles, photo shoots, and product reviews. By 2015, it had evolved into a subscription ecommerce platform powered by proprietary curation technology, smart logistics, and global reach.

Today, The Underwear Expert serves customers in 100+ countries and runs on personalization, retention, and an owned tech stack— proving that content, brand, and infrastructure can scale together.

FOUNDER & CEO
2011-Present

UNDERWEAR EXPERT
D2C & Subscription, Men’s Underwear & Lifestyle