twelvenyc.com
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Twelve: The B2B Packaging Powerhouse
How a $28M wholesale player is quietly reshaping custom packaging
In a world obsessed with DTC flash, Twelve NYC operates in the shadows of supply chains, turning custom packaging into a $28M engine of growth. This isn't a consumer brand—it's the invisible backbone for the products you love.
"They don't sell products—they sell the first thing your customer touches. That's a much harder, more valuable business to build."
The Leadership DNA
Katie Conovitz (Founder + CEO) leads a team where creative meets operations. With Stephen Moss (VP, Global Packaging) and MacKenzie Jones (VP, Creative + Development) in the trenches, Twelve blends design sensibility with supply chain rigor. This isn't just about boxes—it's about precision at scale.
The Growth Engine
While consumer brands burn cash on ads, Twelve invests in infrastructure. Their tech stack—Tailwind CSS, Bootstrap, Next.js—reveals a mindset: fast, scalable, and developer-friendly. At 87 employees, they're hitting $320K+ revenue per employee, a metric that signals efficient B2B scaling.
The wholesale packaging industry is notoriously fragmented and low-margin. Twelve's edge isn't just custom design—it's operational excellence. Their choice of Vercel and Next.js suggests a modern, API-driven approach to a legacy industry, likely enabling faster quoting, better customization, and tighter client integration.
- B2B focus: They sell to brands, not consumers—lower churn, higher lifetime value
- High-touch customization: Custom packaging is a moat that scales with design expertise
- Tech-enabled operations: Modern stack hints at streamlined workflows and data-driven decisions
The Quiet Giant Playbook
Twelve proves that in B2B, the most valuable brands are the ones you never see—but their customers can't live without.
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About twelvenyc.com
Company Overview
Technology Stack
twelvenyc.com uses 9 technologies across their website including HSTS, Vercel, Google Analytics, and more.
Security
HSTS
Cloud & Hosting
Vercel
Analytics & Marketing
Google Analytics
Performance
Lazy Loading, Priority Hints
Web Standards
Twitter Cards
CSS Frameworks
Bootstrap, Tailwind CSS
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