I Scale D2C Brands
That People Love.
15 years building brands people actually buy from.
15 Years of Building What Customers Actually Want
I launched my first e-commerce brand in 2009 – before Instagram ads, before Shopify apps, before anyone had a playbook. That scrappy start taught me what still matters most: understanding customers, moving fast, and building products people actually want to buy again.
Today, I lead four D2C brands across sustainable fashion, lifestyle, and health. I've built and managed teams of 30+ people, scaled operations across 12 markets, and integrated AI systems that turn data into decisions. I'm not interested in strategy decks – I'm interested in results.
NUMBERS THAT MATTER
Real metrics, real context. No vanity stats.
THE BRANDS I LEAD
Four brands. Four categories. One operating philosophy.
Wood watches, alpaca wool sweaters & accessories
Premium craftsmanship inspired by Black Forest tradition. Sustainable materials, timeless design.
Harem pants, loungewear, colorful comfortable clothing
Ethically produced in Thailand and Portugal. Feel good fashion that does good.
Sunglasses and optical frames from wood and recycled materials
Sustainable materials meet modern design. Every pair tells a story.
Hair growth serums and treatments
Science backed solutions with clinical results. Where dermatology meets consumer health.
HOW I OPERATE
The principles behind the results.
HIRE RIGHT, THEN TRUST
The hardest part of scaling isn't finding customers. It's finding the right people. I hire for ownership, not tasks. Then I get out of the way. Micromanagement is a sign you hired wrong.
AI AS A MULTIPLIER
I don't use AI to replace people. I use it to make them 10x more effective. From customer insights to operational decisions, AI is baked into how we work. It's not a feature. It's the foundation.
SYSTEMS OVER HEROES
Every process that depends on one person is a liability. I build systems that work when I'm not in the room. That's how you scale. And how you sleep at night.
"Leadership isn't a title. It's the decision to take responsibility when others hesitate."– Swen Pristat
AI FIRST ISN'T A BUZZWORD
It's how we compete.
While most brands are still debating AI pilots, we're running AI powered operations at scale. Not because it's trendy – because it delivers results.
Customer Intelligence
AI analyzes thousands of customer interactions to surface insights humans would miss
Content & Creative
AI assisted content production that maintains brand voice at scale
Operations
Automated workflows for inventory, fulfillment, and customer service
Decision Support
Real time dashboards and AI powered analysis for faster, better decisions
CEO Operating System
A personal AI enhanced system for focus, prioritization, and execution
THE PATH
From first brand in 2009 to multi brand CEO.
CEO
Leading Germany's largest wooden watch brand. Expanding into alpaca fashion and sustainable lifestyle products. Building systems that scale.
CEO
Running a WFTO certified fair trade fashion brand. Ethically produced in Thailand and Portugal. Growing the team and expanding into new markets.
Head of Operations
Built and led operations across two D2C brands. Managed procurement, logistics, and a team of 30 people. Developed systems for multi brand operations.
Sales & Purchasing Manager
Eight years building the foundation. Led procurement and planning teams of 30 employees. Managed supplier relationships across multiple countries.
Bachelor of Arts
Business Psychology degree while working full time. Understanding how people think and make decisions. The foundation for building brands that connect.
Managing Director (CEO)
My first company. Built and led an ecommerce business from scratch. Set strategic direction, managed operations, built the team. Where it all started.
Officer Training
Five years of leadership training. Learned discipline, structure, and how to lead teams under pressure. The foundation for everything that came after.
FROM OUR SHOPS TO MAJOR PLATFORMS
100,000+ customers across 12 international markets.
Swen hat unsere Operations komplett transformiert. Strukturiert, datengetrieben, und immer mit klarem Fokus auf Ergebnisse.
Working with Swen means working with someone who actually understands what it takes to scale a D2C brand. No fluff, just results.
HOW I CAN HELP
For select engagements and partnerships.
ADVISORY
Strategic guidance for D2C brands looking to scale. I work with founders and leadership teams on growth strategy, international expansion, operations optimization, and AI integration. Not theory – practical advice from someone running brands today.
SPEAKING
Keynotes and talks on D2C brand building, scaling ecommerce operations, AI in retail, and leadership in digital first companies. Insights from 15+ years in the trenches, not from reading case studies.
FRACTIONAL / INTERIM CEO
For brands that need experienced leadership – whether for a transition, turnaround, or growth phase. I bring operational rigor, team leadership, and a track record of results.
LET'S CONNECT.
Whether it's advisory, speaking, or something else – I'm open to conversations that make sense. Please be specific: What's the goal? What's the timeline? The clearer you are, the faster I can respond.