About
An Australian Perspective, American Retail Expertise
We bring a unique combination of international market insight and deep U.S. retail expertise to help brands succeed in the world's most competitive consumer market.
The Founder
Itai Leffler, Director
Australian entrepreneur · 23+ brands launched in the U.S.
Brand Refinery was founded by Itai Leffler, an Australian-born brand strategist who relocated to the United States over eight years ago with a singular focus: helping brands navigate and win in the U.S. consumer packaged goods market.
Having experienced firsthand the challenges of understanding a new market — the retailer landscape, consumer preferences, regulatory environment, and competitive dynamics — Itai developed a unique methodology for helping brands make the transition successfully.
Over the years, this hands-on experience has translated into a proven track record of launching 23+ brands at major U.S. retailers, building effective distribution networks, and creating marketing strategies that drive real consumer engagement and retail performance.
From celebrity-backed beauty brands to emerging CPG startups, Itai has built deep retail buyer connections and strategic relationships across the industry, with access to supply chain partners, digital agencies, and factory networks across the U.S. and Asia.
Brands We've Worked With
Kendall Jenner
Millie Bobby Brown
Tracee Ellis Ross
Shay Mitchell
Dragun Beauty
Nikita Dragun
Coastal Citizen
Eva Gutowski
Retail Partners
Areas of Expertise
CPG & FMCG brand strategy and positioning
U.S. retail buyer relationships and sell-in
Market entry strategy for international brands
Category management and trade marketing
Supply chain and distribution optimization
Brand launch execution at scale
PE-backed brand growth strategy
FDA and regulatory compliance navigation
Celebrity and influencer brand development
Digital agency and factory partner networks (U.S. & Asia)
23+
Brands Launched
8+
Years in U.S.
13+
Retail Partners
2
U.S. Offices
What Clients Say
“Working with Itai and his network of specialists was exactly what we needed to help us expand in the US.”
Benni Leigh
“Exceptional expertise in sourcing and production execution across multiple categories. A true partner in bringing brands to life in the U.S. market.”
George Gallo
Our Values
Results-Driven
Every recommendation is backed by data and focused on measurable outcomes — shelf placement, velocity, and revenue growth.
Partnership-First
We become an extension of your team. Your success is our success, and we're invested in your long-term growth.
Strategic Innovation
We combine proven retail strategies with innovative approaches tailored to today's rapidly evolving consumer landscape.
Global Perspective
Our international background gives us a unique lens on the U.S. market — identifying opportunities that others might miss.
Who We Work With
Emerging CPG Brands
First-time founders and early-stage brands looking to launch in the U.S. market with a strategic, proven approach.
International Brands
Established international FMCG brands seeking to enter or expand their presence in the American retail market.
PE Firms & Investors
Private equity firms and investors looking for expert CPG advisory to support portfolio brand launches, growth, and value creation.
Let's Build Something Great Together
Ready to take your brand to the next level in the U.S. market? We'd love to hear about your brand and explore how we can help.
Get in Touch