Jeffs' Brands Ltd. Announces Corporate Rebranding and Strategic Shift to Homeland Security

Jeffs' Brands Ltd. is undergoing a significant corporate rebranding, transitioning its strategic focus from e-commerce on the Amazon Marketplace to homeland security and advanced technologies. The company plans to change its name to Nexera Technologies Ltd., pending necessary approvals. This strategic shift is driven by several key developments, including the entry into the homeland security market through its subsidiary KeepZone AI Inc., which has entered into distribution agreements for AI-powered threat detection and autonomous robotic control room technology. The company has also completed the sale of Fort Products Limited, increasing its equity stake in Fort Technology Inc. New senior management appointments, including a new CEO for Jeffs' Brands and a new CEO for KeepZone, support this new direction. These initiatives position the company to offer multi-layered security ecosystems for high-traffic venues and critical infrastructure, marking a departure from its previous e-commerce operations.