Company
A brand and product holding, built one strategy at a time.
KRITERION LLC specializes in the strategic development of brands and products, focused on innovation, differentiation, and sustainable growth.
Who we are
Turning ideas into competitive brands.
Our goal is to transform ideas into strong and competitive brands, adapting strategy to each client’s own capabilities and objectives. That means the plan for a brand entering distribution looks nothing like the plan for one built for e-commerce from day one — and KRITERION designs each one on its own terms.
In practice, that discipline has produced a portfolio of live brands across power tools and industrial welding — each with its own positioning, price point, and channel, all built with the same underlying method.
What guides us
Three things every engagement holds to.
- 01
Innovation
Every brand starts from a real gap in the market, not a template — the product has to earn its differentiation.
- 02
Differentiation
A brand only competes on price when it has nothing else to say. We build the "something else" first.
- 03
Sustainable growth
Strategies are sized to what a client can actually execute — distribution, retail, or e-commerce — not to a pitch deck.
Let's talk
Curious how we'd approach your brand?
Every engagement starts with an honest read of where a brand or product stands today.