Design · Narrative · Architecture

From traction to takeover.

I'm Regi Schalks, founder and owner of FLÂNEUR. DNA_ is my brand-building practice: Design, Narrative, Architecture: the three strands every brand is built from. Each year I work directly with a small number of founders and brands, building them the way I build my own, into real, owned assets.

Apply for a 2026 slot → 6 of 10 slots open for 2026
06/10
slots open · 2026 intake
I cap DNA_ at ten partnerships a year. That's the only way to stay in the work instead of managing it. When the slots are gone, intake closes until next year.
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01

Built by the operator, not a coach.

Regi Schalks · Founder, DNA_

Most fix the surface. I go to the DNA.

Entrepreneur, creative, strategist and producer half Dutch, half Moroccan, building from Dubai. I founded FLÂNEUR, consolidated full ownership of the brand, and turned it into a real, fully-owned asset.

DNA_ is not a course or just a community. It's me, in the work, with a handful of brands a year, the same way I build my own.

02

What you get inside a DNA_ partnership.

01

Direct founder access

You work with me & my team.

02

Brand & narrative architecture

Positioning, identity and the story that turns a product into a world people want to belong to.

03

Product & range strategy

Hero pieces, essentials and a product architecture built for margin and recognition, not trends.

04

Distribution & retail

DTC, wholesale, agents and retail, the right doors, in the right order, on terms that protect the brand.

05

Ownership & structure

Holding design, equity and control. We build so the value, customer, IP, upside, stays yours.

06

The network

Manufacturing, retail, music, capital. Doors I've already opened, opened for you.

03

Who this is, and isn't, for.

A fit if you…

  • Have a brand doing at least 6 figure revenue and want to scale it without losing the soul.
  • Are launching something with conviction, capital and a point of view.
  • Want ownership and structure, an asset, not hype.
  • Move fast, take responsibility, and hold a high standard.

Not a fit if you…

  • Want a quick dropshipping hack or a get-rich playbook.
  • Are chasing trends with no taste or point of view.
  • Want a vendor to hand work to, not a partner to build with.
  • Aren't ready to be in the work yourself.
04

How we work.

Step 01

Read

We observe the culture, the category and the gaps before we build. The flâneur's instinct, applied to business.

Step 02

Decode

We find the codes worth keeping and the ones holding you back, and define the position only you can own.

Step 03

Build

Design, narrative and architecture, executed together. Every decision aimed at long-term enterprise value.

Step 04

Own

We structure for control, customer, distribution, IP and upside stay where the value belongs.

05-1

The proof is what I've built.

Case · FLÂNEUR · Before
A brand with shared ownership and external dependence.
  • Equity split across multiple shareholders.
  • Sales reliant on external agents and wholesale.
  • Brand value at risk from discounting and weak doors.
After
A fully-owned 8-figure brand.
  • 100% ownership consolidated through the holding.
  • Stronger DTC, cleaner wholesale.
  • A cultural house: fashion, music & retail. Built to last.
05-2

Case · 'Confidential' · Before
A Dutch brand stuck at 30 doors.
  • €900K revenue, mostly domestic.
  • Around 30 retail doors, all in the Netherlands.
  • Strong product, no international engine behind it.
After
150+ doors worldwide, €5M+.
  • Revenue grown from €900K to €5M+ (5.5x).
  • Scaled from ~30 Dutch doors to 150+ worldwide.
  • Built a repeatable wholesale + DTC engine that travels.
05-3

Case · Bold · Before
A massive following, no brand to own it.
  • The Netherlands' biggest influencer, no product line.
  • Huge audience, zero owned product or IP.
  • Reach without a brand to convert it into value.
After
A full brand, built from scratch.
  • Built the entire brand from zero around her personality and following.
  • Produced in factories that also work for luxury houses.
  • Stood up a dedicated launch team to take it to market.
06

Apply for a 2026 slot.

Book a call_

A 30-minute intro call to see if we're a fit. Tell me what you're building or where you're stuck — I'll tell you straight whether DNA_ is right for it, and whether a slot makes sense this year.

FormatIntro call · 30 min
WithRegi Schalks, directly
Intake2026 · 6 of 10 slots open
ResponseWithin 48 hrs
07

Questions, answered.

What is DNA_?+
DNA_ is my founder-led brand-building practice. I take on a small number of brands a year and work on them directly, design, narrative and the ownership architecture underneath, the same way I build my own.
Why only ten slots?+
Because I'm in the work, not managing it. Ten partnerships a year is the most I can give real attention to without diluting the standard. When the slots are gone, intake closes until the next intake.
Who is it for?+
Founders with a brand doing real revenue who want to scale, and new brands launching with conviction and capital. It's for people who want to own an asset, not chase hype.
Do I work with you directly?+
Yes. That's the point. You get me, not a junior team. The network and resources behind me come with it.
What does it cost?+
It depends on the engagement, advisory, build, or equity partnership. We figure out the right structure on the intro call.
How do I apply?+
Book an intro call above. If there's a fit and a slot, we move from there.
DNA_ · 2026 intake · 6 of 10 slots open

Build it with the operator, not a coach.

If you're serious about building a brand that lasts — and owning it — apply for a slot before they're gone.

Apply for a 2026 slot →