For years, Israel has been defined globally by cybersecurity, artificial intelligence and enterprise SaaS. But if you ask Danny Cohen, co-founder and General Partner of Sticker VC, that reputation is only part of the story. He believes Israel is at the start of a consumer renaissance. Not a small one, but a shift big enough to put Israeli products into homes, pockets and cultural habits around the world.
Sticker VC is the country’s first dedicated consumer venture fund. Danny’s goal is straightforward: turn Israel into a place known not only for defense tech and algorithms, but for fashion, food, entertainment, household products and culture. In his words, the next global consumer brand can come from here.
His optimism is not theoretical. It is rooted in data, outcomes and a perspective that reframes what Israeli creativity actually means.
The Hidden Consumer Wins Israel Already Has
Danny begins with a simple fact that most people outside of venture circles miss. Some of the biggest Israeli exits in the last three years were consumer companies.
The only Israeli IPO this year was eToro, a global consumer fintech company that went public at a multibillion dollar valuation.
Last year’s standout IPO, Oddity (formerly IL Makiage), is also a consumer brand.
One of the largest acquisitions was Resident, an Israeli mattress company bought by Ashley Home Furniture.
These wins are not accidents. They reflect a deeper truth about modern consumer markets. Success today is driven less by glossy branding and more by data, analytics, performance marketing and rapid iteration. Israelis excel at exactly those skills.
“Great consumer marketing today is a numbers game,” Danny says. “And Israelis are awesome at numbers.”
Why Israel Has the Talent for Consumer Breakouts
The shift from intuition-driven branding to analytical, performance-driven growth plays directly to Israeli strengths. Danny explains that many of the most talented consumer marketers come from units like 8200, where anomaly detection, pattern recognition and data-based decision-making are part of daily life.
The same techniques used to detect cybersecurity threats can also optimize marketing funnels and identify behavioral shifts inside consumer cohorts.
It is a mindset difference. In B2B SaaS, churn rates must be nearly zero. In consumer, a company with 50 percent churn may still be world class because the funnel is wider and the economics operate differently. Many generalist funds struggle with that distinction. Sticker VC is designed specifically for it.
“Our message to founders is simple,” Danny says. “If you are building consumer, come to a place where consumer is the focus, not the side dish.”
Globalization Has Made Consumer Brands Borderless
A generation ago, Israel’s small domestic market made B2C a difficult path. That barrier is gone. Today, global consumer culture is blended and border-agnostic.
Korean shows become hit series in Brazil. Japanese animation becomes mainstream in Paris. Oktoberfest celebrations appear in Tokyo. Consumers everywhere interact with the same digital platforms and trends. Israel’s market size no longer limits potential reach.
Danny points to Spotify as an example. A Swedish company became the dominant global music app. If Sweden can do it, Israel can too.
“We have the creativity, the financial mindset and the technical ability,” he says. “We have every chance of building the next great global consumer company.”
AI and the Next Consumer Wave
Much of AI innovation in Israel is enterprise-focused, but Danny sees significant changes coming to the consumer side. He breaks it down simply.
Physical consumer goods such as shoes, chairs or clothing will not be replaced by AI, but everything around them will be transformed. Pricing, marketing, supply chains, inventory planning and creative generation are already shifting.
On the digital side, entirely new consumer services will emerge. AI will change how people manage finances, health, planning, creativity and daily tasks. The interface will evolve from apps to conversational or agent-based systems. New companies will be born to fill those gaps, and Danny expects many of them to come from Israel.
Why Sticker VC Launched Now
Danny spent more than two decades in venture capital at Gemini and then at Viola, investing in companies such as Lightricks and Playtika-spinout FaceTune’s parent. Those years shaped his belief that Israel could do much more in the consumer category.
The turning point came when he realized two things. First, he wanted to spend the rest of his career doing only consumer investing. Second, Israel’s ecosystem had matured enough that consumer founders were emerging in high numbers.
Sticker officially launched in 2024. Within the first month, more than a hundred new consumer startups reached out. The pent-up demand for focused capital was overwhelming.
Danny partnered with Orrin Chernov, who brings expertise from performance marketing, growth analytics and consumer product work. Together, they designed a fund that speaks the language of modern consumer building: cohorts, retention curves, CAC efficiency, product psychology and funnel optimization.
Their own story echoes the founders they invest in. Danny says that starting Sticker required the same leap. “I kept telling myself I was too old to do something new. But eventually, I realized the only thing stopping me was me.”
What Israel Still Needs to Reach Global Consumer Scale
The opportunity is real, but Danny is candid about what stands in the way.
Israel needs more consumer marketers.
More first-time founders choosing B2C instead of cyber.
More attempts. More creative risks. More shots on goal.
Consumer is competitive. A good idea can emerge simultaneously in Tel Aviv, Los Angeles, Seoul or Paris. Speed matters. Differentiation matters. And founders must be willing to trust the data rather than intuition alone.
But the potential upside is enormous.
“We have created huge enterprise companies. There is no reason Israel cannot create huge consumer companies.”
Looking Ahead
Danny’s long-term vision is as cultural as it is financial. Israel is known globally for defense innovation. He believes it should also be known for beauty brands, design, entertainment, fashion, music and lifestyle products.
“Wouldn’t it be amazing if Israel were known not only for cyber, but for art, creativity and joy,” he says.
Sticker VC is built for that mission. The fund has already made its first investments, with more on the way. The next chapter of Israeli tech may not come from another enterprise security company. It may come from a brand teenagers love in Seoul, a creator platform used in Los Angeles, or a product that ends up in homes across Europe.
Consumer innovation is no longer an exception in Israel. It is becoming a movement.
If you want this turned into a shorter editorial, a newsletter version or a social rollout, I can prepare those formats as well.
