Consumer brands and their manufacturers have been drifting apart, notes Keychain CEO Oisin Hanrahan. He argues that most brands primarily own their image and marketing functions, without a deep connection to the products they sell.
Hanrahan’s solution? Keychain. This website allows brands to uncover the actual manufacturers behind their products, opening up possibilities for future collaborations and partnerships.
Keychain isn’t just a concept; Hanrahan showcased it by delving into the origins of everyday items like granola and yogurt. He explained how retailers could leverage Keychain to develop private-label versions of these products or explore new, innovative creations with manufacturers.
Originating from their success at Handy, Hanrahan, Umang Dua, and Jordan Weitz established Keychain. In 2023, the New York-based startup secured $18 million in seed funding and officially launched. Since then, Keychain reports facilitating $500 million in manufacturing demand for big brands and retailers.
Keychain’s expanding reach includes setting up a new office in Austin, partnering with Rich Products, and welcoming Mitchell Madoff as head of retail partnerships, formerly of Whole Foods.
According to Kevin Spratt, Rich Products’ regional president for the U.S./Canada, the partnership aims to drive growth, innovation, and value for customers. Similarly, Aura Bora’s CEO Paul Voge praised Keychain for streamlining their supply chain and saving them time and resources.
Keychain’s momentum is driven by industry shifts favoring domestic manufacturing and evolving consumer preferences for tailored products. Hanrahan envisions Keychain as a unifying force, bridging the gaps across the entire supply chain, from manufacturers to packaging.
In Hanrahan’s eyes, Keychain is an essential software layer linking all components of the production process. By fostering these connections, Keychain strives to empower anyone with a vision to create, emphasizing collaboration and innovation in the consumer goods industry.
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