About Us

We own the sweet spot

There is a new high-value intersection in retail.
It’s where proven direct-to-consumer products meet traditional brick-and-mortar retail.

Project Retail dominates this attractive emerging market, with in-depth experience both online and in the store:

  • 25 years of collective wholesale experience, resulting in brick-and-mortar sales of more than $100 million across more than 20,000 stores
  • 10 years of e-commerce know-how, accounting for sales of $50 million across multiple platforms

The Team

Irv Safdieh


Joe Zalta


Lesley Hensell


Jack Mlabasati

Business Director

Angela Ang


Jack Bijou

Head of Growth

Gina Urbanik

Marketing Coordinator

Tina Sperry

Marketing Manager

Why Retail?

Brick-and-mortar is dead!
Long live brick-and-mortar!

E-commerce may be all the rage. But brick-and-mortar stores still represent 90% of retail sales in the United States.

For direct-to-consumer (DTC) brands, the opportunities to increase sales and market penetration are almost limitless. You’ve already validated your product online. Your reviews, sales, customer list … all of these provide proof-of-concept that retailers love to see.

By taking your products to traditional brick-and-mortar retailers, you can:

  • Reduce your dependency on any single platform
  • Build your brand’s visibility on physical store shelves
  • Leverage the power of bulk orders made by retailers, to help you negotiate better terms and pricing with your suppliers
  • Improve your cash flow and explore new funding options not available to DTC businesses

It’s the ultimate diversification strategy. Leverage what you’ve already built and create inroads with new customer bases.

Why Project Retail?

Keep your eye on the prize

Your successful direct-to-consumer product is the centerpiece of your business. Keep it there.

You focus on everything that has made your DTC business successful thus far. Rely on Project Retail to make you retail-ready:

  • Our experienced staff includes all of the functional expertise needed for a retail-ready transition, from graphic design and bundling to account management, sales and more.
  • We understand the competition on the retail floor. We know how to find the best target for your products, whether in mass market, off-price, grocery, value or specialty retailers.
  • We treat you like a partner. You have always-on, full access to a portal with up-to-date information on our latest efforts and activities.
  • You keep 100% of your company and 100% of your profits. You didn’t work this hard to dilute your shares and control.

Build Out Your Brand Today

Email us to talk about how we can help diversify your business