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Our brands

Distinct by design.

Each Mercury brand is built around a clear audience, a focused proposition, and its own identity. Shared capabilities strengthen the work behind the scenes.

Our portfolio approach

Built for clarity. Supported for the long term.

Mercury develops consumer brands with a specific audience and a meaningful reason to choose. The goal is not a broad collection, but a coherent portfolio of focused propositions.

Each brand keeps its own voice and customer experience while benefiting from shared expertise, standards, and a long-term operating perspective.

Focused consumer brands

Pet. Fitness. Home.

Mercury is developing three focused consumer brands across complementary categories.

01 / Mercury brandPet

Pet

Urban Prairie

A Pet brand focused on thoughtful products for everyday life with animals.

02 / Mercury brandFitness

Fitness

Repform

A Fitness brand focused on practical training solutions and clear guidance.

03 / Mercury brandHome

Home

Stillform Home

A Home brand focused on considered objects for purposeful living spaces.

How the group works

Shared underneath. Specific at the edge.

Common capabilities support the portfolio, while each brand remains accountable for its own positioning, proposition, and customer experience.

Group model / distinct executionShared capabilities · distinct brands
Core / 01Shared capabilitiesExpertise and standards
  • Insight & validation
  • Brand & commerce
  • Operations & governance
  1. 01 / BrandUrban PrairiePet
  2. 02 / BrandRepformFitness
  3. 03 / BrandStillform HomeHome
Shared capabilities Brand-specific execution Accountable decisions
Mercury combines shared expertise and standards with three distinct consumer brands across Pet, Fitness, and Home.

Portfolio principles

Clarity creates confidence.

01

Clear positioning

A specific audience and reason to choose come first.

02

Distinct identities

Each brand keeps its own voice, experience, and market focus.

03

Shared support

Common capabilities strengthen execution without making brands interchangeable.

04

Disciplined growth

Investment follows evidence and long-term potential.

Founders and brand owners

Considering the next chapter?

If you are exploring the future of a focused consumer brand, we welcome a direct conversation.

Start a conversation