Jeffs' Brands (NASDAQ:JFBR) is undergoing a radical corporate transformation, moving away from its traditional Amazon marketplace business to focus on the homeland security and advanced technology sectors.
The company announced a planned rebranding to Nexera Technologies, a move pending final approval from shareholders and the Israeli Registrar of Companies.
The strategic shift is being spearheaded by a revamped leadership team, including Chief Executive Officer Eli Zamir, who took the helm in August 2025, and Alon Dayan, who was appointed CEO of the company’s KeepZone AI subsidiary on December 8.
Under their direction, the company is positioning its wholly owned KeepZone AI unit as a central hub for cutting-edge security solutions.
KeepZone recently expanded its reach through exclusive distribution agreements with Scanary, a specialist in 3D imaging and electromagnetic AI threat detection, and a new deal with Zorronet for autonomous robotic control-room technology.
These partnerships follow a successful live pilot program for KeepZone’s checkpoint-free weapon screening technology, which aims to modernize public safety without traditional bottlenecks.
Financially, the company has been clearing its balance sheet of legacy assets to fund the transition.
This included the July 2025 sale of its Fort Products business in exchange for a controlling equity interest in Fort Technology.
By shedding its e-commerce skin, the company aims to tap into the high-margin, high-growth global defense and AI markets.