Strategy You Can Trust. Powered by Experience.
You dont need more theoretical advice, you need someone who’s built it before. We don’t just consult, we lead and operate.
We have built, launched and scaled 8 -figure DTC and subscription brands from the ground up, driving revenue, retention, and operational systems that actually work, scale, and stand the test of time.
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.
Selective in the companies we work with, but always interested in meeting exciting Founders and being involved in interesting projects.
Meet Michael
Michael Kleinmann isn’t just a consultant—he’s a builder, operator, and visionary who has scaled multiple 7- and 8-figure e-commerce businesses from the ground up. With over two decades of hands-on experience across product, tech, marketing, and logistics, he knows what it takes to turn ideas into industry-defining brands.
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
“A true visionary who redefined how brands market, sell, and grow.”
Ralph Beyda
President
2(X)IST
“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
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