Theory House

Name

Theory House

Legal name

Theory House

Website

https://theoryhouse.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Marketing Services: Theory House generates revenue through professional services including retail strategy consulting, branding and design services, shopper marketing programs, retail activation, packaging design, and category reinvention. Engagements appear to be project-based or retainer arrangements rather than recurring subscriptions.
2. KASPER Platform Subscription: The KASPER AI visibility audit tool is offered through their affiliate platform TheoryNXT, potentially on a subscription or per-report basis for brands seeking to measure and optimize their invisible shelf presence.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Theory House is a retail and shopper marketing agency that helps food, beverage, spirits, and CPG brands accelerate shelf velocity across three retail battlegrounds: the physical shelf (in-store displays, packaging, POP), the digital shelf (e-commerce creative, digital shelf optimization), and the Invisible Shelf (AI-mediated product recommendations). The agency delivers integrated strategy, branding, retail marketing, and activation services using its Retail Brand Fuel methodology, and offers a proprietary AI-visibility audit tool called KASPER.

Product overview

Theory House is a retail marketing and shopper marketing agency that operates as a unified service offering built around its Retail Brand Fuel methodology. The agency provides an integrated suite of services across four core disciplines: Strategy, Branding & Design, Retail Marketing & Activation, and Insights. The portfolio is anchored by the flagship agency services, supported by proprietary tools including KASPER (an agentic commerce audit tool that measures AI brand visibility through the Invisible Shelf), and the Shelf Impact Sprint (a 14-day consulting diagnostic). Theory House specializes in food, beverage, spirits, and CPG brands, helping them win at the physical shelf, digital shelf, and the emerging Invisible Shelf where AI makes first recommendations.

Differentiator

Problem solved

Functional benefit

Brands

• KASPER: An agentic commerce audit tool that measures how visible a brand is when AI systems make product recommendations. Calculates Brand Inclusion Rate across ChatGPT, Gemini, and Perplexity.
• TheoryNXT
• THX

Products and services

• KASPER

Quantifiable outcome

• 1800 Tequila became a category leader through sports-themed LTO packaging and retail activations
• +1 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

One partnership is on record.

• KASPER (via TheoryNXT)coreTechnology or IntegrationKASPER is an agentic commerce audit tool developed through Theory House's affiliate platform TheoryNXT. The tool measures AI-mediated brand visibility by running queries across ChatGPT, Gemini, and Perplexity to calculate a brand's inclusion rate in AI product recommendations. This represents Theory House's proprietary extension into the emerging 'invisible shelf' opportunity for retail brands.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Momentum Worldwide: Momentum Worldwide is an Interpublic-owned experience, shopper, and retail marketing agency specializing in brand activation and retail design for large CPG clients—comparable to Theory House's retail activation and packaging capabilities, with significantly greater scale.
• Saatchi & Saatchi X: Saatchi & Saatchi X is the shopper and retail marketing network within Publicis, serving major CPG brands globally—comparable to Theory House's shopper and shelf work but operating at much larger scale as part of a holding company portfolio.
• Advantage Solutions: Advantage Solutions is a large provider of sales, marketing, and retail merchandising services for CPG brands, with significant in-store activation capabilities—comparable to Theory House's shopper marketing and retail activation work for beverage and grocery clients.
• Acosta Group: Acosta Group is a large sales and marketing services company providing retail execution, shopper marketing, and category management to CPG brands—overlapping with Theory House's shopper marketing and category reinvention work for grocery and beverage clients.

Direct peers

• The Mars Agency: The Mars Agency is one of the largest independent retail/shopper marketing agencies in North America, delivering brand activation, packaging, and shopper experiences for major CPG brands—directly comparable to Theory House's core offering across Strategy, Branding, and Retail Activation.
• The Marketing Arm: The Marketing Arm is a shopper, sponsorship, and brand activation agency within Omnicom, focused on CPG and beverage brands—matching Theory House's vertical mix and shopper marketing DNA.
• McMillanDoolittle: McMillanDoolittle is a retail strategy consultancy advising retailers and CPG brands on store format, category management, and shopper experience—a direct peer for Theory House's Strategy and category reinvention engagements with grocers like Food Lion and The Fresh Market.
• The Integer Group: The Integer Group is a leading shopper and retail marketing agency (now part of Omnicom Commerce Group) serving global CPG brands with shopper strategy, retail activation, and category management—a near-direct peer across Theory House's primary service lines.
• Elevation Marketing: Elevation Marketing is a mid-sized B2B and retail marketing agency focused on brand strategy, packaging, and demand generation—comparable in size and specialization to Theory House's strategy and branding services for growth-stage CPG brands.

Emerging players

• Profound: Profound is an emerging AI search analytics and brand visibility platform that measures how brands appear in generative AI answers—a direct emerging competitor to Theory House's KASPER tool on the 'invisible shelf' thesis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheoryHouse
• Facebookfacebook.com/TheoryHouse
• LinkedInlinkedin.com/company/theory-house
• Instagraminstagram.com/theoryhouse

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Theory House