Company Shifts Focus from E-commerce to Homeland Security and Advanced Technologies
Jeffs’ Brands Ltd, a data-centric e-commerce enterprise operating within the Amazon Marketplace, has announced a strategic pivot towards homeland security and advanced technologies. This transition will be accompanied by a proposed rebranding to “Nexera Technologies Ltd,” pending necessary approvals. This rebranding initiative follows a thorough strategy evaluation conducted by the board of directors.
Strategic Movement into Homeland Security
As part of its new direction, the company is entering the homeland security sector via its wholly-owned subsidiary, KeepZone AI Inc. Recently, KeepZone secured a distribution agreement with Scanary Ltd, an Israeli innovator specializing in AI-driven threat detection technologies, which will enable the distribution of advanced homeland security screening systems across multiple markets.
Completion of Key Acquisition
On July 7, 2025, Jeffs’ Brands finalized the sale of Fort Products Limited, a UK-based company focused on pest control and repair products, to Fort Technology Inc., a firm listed on the TSX Venture Exchange. This transaction allowed Jeffs’ Brands to gain a controlling equity stake in Fort Technology, marking a significant step in its strategic realignment.
Leadership Changes to Support New Direction
The company has also appointed new leaders to guide its strategic shift. Eli Zamir, a seasoned capital markets and mergers and acquisitions professional, has taken on the role of Chief Executive Officer as of August 1, 2025. Alon Dayan, an expert in security, has been appointed as the Chief Executive Officer of KeepZone, effective December 8, 2025.
Advancements in Homeland Security Solutions
Since announcing its entry into AI-enhanced homeland security, Jeffs’ Brands has made significant progress with KeepZone. This includes an expansion of the exclusive distribution agreement with Scanary to new regions, a fresh partnership with Zorronet Ltd for cutting-edge robotic control room technology aimed at stadiums in Mexico and Israel, and a successful live demonstration of checkpoint-free weapon screening at a major event. These advancements position KeepZone to create comprehensive security solutions for high-traffic venues and critical infrastructures, representing a notable departure from the company’s previous e-commerce focus.
Name Change Subject to Approval
The proposed renaming of the company to Nexera Technologies Ltd is contingent on approval from shareholders and the Israeli Registrar of Companies.
About Jeffs’ Brands
Jeffs’ Brands is a data-driven e-commerce firm operating on the Amazon Marketplace, which is now expanding into the global homeland security and advanced technology sectors through its subsidiary, KeepZone AI Inc. Following its distribution agreement with Scanary Ltd, Jeffs’ Brands aims to establish multi-layered security ecosystems for critical infrastructures globally, capitalizing on the growing demand in the homeland security market while leveraging its data-driven expertise.
Forward-Looking Statement Disclaimer
This announcement contains “forward-looking statements” as defined by the Securities Act of 1933 and the Securities Exchange Act of 1934, intended to fall within the “safe harbor” provision. Such statements, which are based on various assumptions, speak to the company’s future strategies, plans, and expectations, and can typically be identified by language indicating future intent, such as “believe,” “anticipate,” or “expect.” These statements reflect the company’s current beliefs regarding its business trajectory, market conditions, and strategic goals. However, they are inherently subject to uncertainties and risks that could lead to actual outcomes differing materially from those projected. Factors that could impact results include the company’s ability to execute its strategic plans, economic conditions, competition, and regulatory changes. Jeffs’ Brands does not undertake any obligation to update forward-looking statements based on new information or future developments.
