By Technology

In an era where consumer brands have become increasingly disconnected from the manufacturers who actually create their products, Keychain is attempting to bridge this gap. According to CEO Oisin Hanrahan, "Most consumer brands have completely disassociated themselves from the manufacturers who make their products."

The Problem with Disconnection

Hanrahan highlights that consumer brands often only own a brand and some marketing functions, rather than having direct relationships with manufacturers. This disconnection can lead to inefficiencies in supply chain management and product development.

To address this issue, Keychain allows brands to look up different products and identify the actual manufacturers behind them. Brands can then reach out to these manufacturers and explore potential partnerships for future products.

Demonstrating the Platform

Hanrahan demonstrated the platform by looking up the granola and yogurt that he consumes every morning. He explained that a large retailer might use Keychain to find a manufacturer and create a private label version of the product, while another brand could partner with the same manufacturer to develop something healthier or more environmentally friendly.

Keychain’s Founders

Hanrahan and Umang Dua previously founded Handy, a home services marketplace that was acquired by ANGI Homeservices. After their success at Handy, they started Keychain with Jordan Weitz in 2023.

In November 2023, Keychain announced an $18 million seed round led by Lightspeed Venture Partners and launched the platform in February 2024.

Keychain’s Success

Since its launch, Keychain has already seen big brands and retailers using the platform to fulfill over $500 million worth of manufacturing demand. The company has also opened an office in Austin and signed Carvel cake-maker Rich Products as a customer.

Rich Products’ regional president for U.S./Canada, Kevin Spratt, described the partnership as "a strategic move that will empower us to drive greater growth, foster enhanced innovation and deliver even more unique value for our customers."

Market Forces Driving Demand

Hanrahan attributes several market forces driving demand for Keychain’s services. These include:

  • U.S. trade policy favoring domestic manufacturing
  • Growing consumer interest in products tailored to nutritional and allergy needs

By connecting brands with manufacturers, suppliers, and other stakeholders, Keychain aims to build the software layer that integrates all parts of the supply chain.

The Future of Manufacturing

Ultimately, Hanrahan’s goal is for Keychain to connect "anybody who wants to make anything" with every single part of the supply chain. By doing so, he believes that manufacturers will be able to innovate and create new products more efficiently, while brands will have access to a wider range of options.

Topics

  • Commerce
  • Keychain
  • Manufacturing
  • Startups

About the Author

Anthony Ha is TechCrunch’s weekend editor. Previously, he worked as a tech reporter at Adweek, a senior editor at VentureBeat, and vice president of content at a VC firm.

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