Jeffs’ Brands Appoints Security Executive Alon Dayan as CEO of KeepZone AI Inc., Strengthening Leadership in Global Homeland Security Expansion

Rhea-AI Summary

Jeffs' Brands (Nasdaq: JFBR, JFBRW) appointed Alon Dayan as CEO of its wholly owned subsidiary KeepZone AI Inc. effective Dec 8, 2025, to lead the company’s pivot into the global homeland security market. KeepZone recently signed a definitive distribution agreement with Scanary to market AI-powered 3D imaging systems that can scan up to 25,000 people per hour in open spaces. The agreement grants exclusive distribution rights for an initial 24-month period (extendable on meeting purchase targets), and includes a $1 million upfront payment payable in installments plus revenue-sharing mechanisms. Mr. Dayan brings 15+ years in security, defense, and cyber-technology with prior leadership and international partnerships experience. The company cites a >$11.4B global homeland security market growing at a 7% CAGR as strategic rationale.

Positive

• Exclusive rights for 24 months to distribute Scanary systems
• $1.0M upfront payment and revenue-sharing structure
• High-throughput tech: scans up to 25,000 people per hour
• Experienced CEO hire with 15+ years in security and global partnerships

Negative

• Exclusivity conditional on meeting purchase targets for extension
• $1.0M obligation payable in installments creates near-term cash commitment

Key Figures

Executive experience Over 15 years Alon Dayan’s security, defense and cyber-technology background

Screening throughput 25,000 people per hour Scanary 3D imaging AI threat-detection systems capacity in open spaces

Exclusive period 24 months Initial exclusive distribution rights term for certain territories

Upfront payment $1 million Installment-based upfront payment in Scanary distribution agreement

Homeland security market size Over $11.4 billion Estimated global homeland security market value

Market growth rate 7% CAGR Reported growth rate for global homeland security market

Share price drawdown -97.62% JFBR vs 52-week high prior to this news

Current market cap $1,688,425 Company market capitalization before this announcement

Market Reality Check

$1.60 Last Close

Volume Volume 38,305,241 is 18.65x the 20-day average of 2,054,303, indicating unusually heavy trading before this announcement. high

Technical Shares at $1.60 were trading below the 200-day MA of $9.41, reflecting a weak longer-term trend into this news.

Peers on Argus 1 Down

JFBR was down 36.51% while key internet retail peers like JWEL (+6.17%), WBUY (+13.87%), YJ (+2.3%) and WNW (+7.53%) were up, pointing to stock-specific pressure rather than a sector move.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Dec 05	Homeland security deal	Positive	-36.5%	Definitive Scanary distribution deal marks formal entry into homeland security.
Dec 01	Homeland security MOU	Positive	+0.6%	Non-binding MOU for Scanary AI screening rights and payment structure.
Nov 17	AI distribution MOU	Positive	-6.7%	Subsidiary enters MOU for multi-country AI screening distribution.
Oct 16	AI app launch	Positive	-6.3%	Fort launches AI pest-control app on Android, completing rollout.
Oct 06	Earnings and merger	Positive	-2.1%	Reports record H1 2025 revenue and logistics operating profit.

Pattern Detected

Recent positive strategic and AI-related announcements often coincided with negative price reactions, suggesting a pattern of selling into news.

Recent Company History

Over the last several months, Jeffs’ Brands reported record H1 2025 revenue of $6.9 million, growth at subsidiaries like Fort Technology, and operating profit at Pure Logistics. It then shifted focus toward AI, launching Fort’s AI pest-control apps and, more recently, executing an MOU and definitive agreement with Scanary for AI homeland-security systems. Despite these milestones, shares frequently moved lower after updates. Today’s CEO appointment at KeepZone extends the homeland-security pivot that began with the Scanary agreements.

Market Pulse Summary

This announcement extends Jeffs’ Brands’ strategic pivot from e-commerce into AI-driven homeland security by appointing an experienced sector CEO to lead KeepZone. It builds directly on the recent Scanary distribution agreement, which features a $1 million upfront payment and access to systems screening up to 25,000 people per hour. With the global homeland security market cited at over $11.4 billion and growing at 7% annually, investors may track execution in key territories and future financial updates.

Key Terms

3D imaging technical

"distribution of Scanary’s groundbreaking 3D imaging and AI-powered threat detection systems"

Three-dimensional imaging is a set of medical technologies that create a lifelike, volumetric view of organs or structures inside the body instead of a flat picture, like turning a paper map into a small model you can rotate. Investors care because these systems often command higher prices, open new markets for devices and software, and can change clinical adoption, regulatory review and reimbursement — all of which affect revenue and growth potential.

AI-powered technical

"3D imaging and AI-powered threat detection systems, which can scan up to 25,000 people"

"AI-powered" describes technology that uses artificial intelligence to perform tasks, make decisions, or analyze information automatically. It’s similar to having a highly skilled assistant that can learn from data, recognize patterns, and improve over time, helping to make processes faster and more accurate. For investors, this means better insights and more efficient operations, potentially leading to smarter investment choices.

CAGR financial

"global homeland security market ... is valued at over $11.4 billion and growing at a CAGR of 7%"

Compound Annual Growth Rate (CAGR) measures the average yearly growth of an investment, revenue, or other metric over a multi-year period as if it had grown at a steady rate each year. Think of it like the constant speed that would take you from the starting value to the ending value over the same time—useful because it smooths out ups and downs and lets investors compare different assets or performance periods on an even footing.

AI-generated analysis. Not financial advice.

Tel Aviv, Israel, Dec. 08, 2025 (GLOBE NEWSWIRE) -- Jeffs' Brands Ltd (“Jeffs’ Brands” or the “Company”) (Nasdaq: JFBR, JFBRW), a data-driven e-commerce company operating on the Amazon Marketplace, today announced the appointment of Alon Dayan as Chief Executive Officer (“CEO”) of its wholly-owned subsidiary, KeepZone AI Inc., formerly known as Jeffs' Brands Holdings Inc. (“KeepZone”). This strategic appointment comes on the heels of KeepZone’s recent entry into the global homeland security market through a definitive distribution agreement with Scanary Ltd. (“Scanary”), positioning the Company to capitalize on the surging demand for advanced AI-driven threat detection technologies.

Alon Dayan brings over 15 years of executive experience in the security, defense, and cyber-technology sectors, with a proven track record of founding and scaling innovative companies focused on systems integration, secure communications, and international business development. As Founder and CEO of L1-Systems Ltd. since 2014, Mr. Dayan has led complex projects in cyber solutions, intelligence systems, and telecommunications, forging strategic partnerships across Latin America, Eastern Europe, and Western Europe. His earlier roles include CEO of Virtual Crypto Technologies Inc., where he spearheaded product development and global sales for cryptocurrency ATM technologies, and Business Development Manager at Elbit Systems Ltd. (Nasdaq and TASE: ESLT), managing defense electronics sales to government and enterprise clients. Mr. Dayan holds a B.A. in Electrical and Electronic Engineering from Ariel University, Israel.

“We believe Alon Dayan is the ideal leader to guide KeepZone as we accelerate our pivot into the high-growth homeland security arena,” said Eliyahu Zamir, CEO of Jeffs’ Brands. “His deep domain knowledge in secure systems integration and cyber technology, combined with his success in building global partnerships, aligns perfectly with our mission to distribute Scanary’s revolutionary AI-radar screening systems. Under Alon’s stewardship, we believe KeepZone is poised to deliver seamless, high-throughput security solutions to critical infrastructure worldwide, driving significant value for Jeffs’ Brands shareholders.”

Mr. Dayan’s appointment demonstrates Jeffs’ Brands’ commitment to assembling a world-class team to execute its strategic rebranding and expansion plans .In his new role, Mr. Dayan will oversee the marketing and distribution of Scanary’s groundbreaking 3D imaging and AI-powered threat detection systems, which can scan up to 25,000 people per hour in open spaces without requiring stops- ideal for airports, stadiums, transit hubs, and major events.

“I am thrilled to join KeepZone at this crucial moment and lead the charge in transforming global security through innovative, frictionless technologies,” said Alon Dayan, incoming CEO of KeepZone. “With Jeffs’ Brands’ visionary approach and Scanary’s cutting-edge solutions, I believe we have an unparalleled opportunity to address the evolving needs of the homeland security market. My focus will be on forging key partnerships, optimizing system integrations, and expanding our footprint in exclusive territories like Canada, Germany, and the UAE, while driving non-exclusive growth in Spain and Italy.”

This leadership appointment builds on the momentum from KeepZone’s recent agreement with Scanary, which includes exclusive distribution rights for an initial 24-month period (extendable upon meeting purchase targets), a $1 million upfront payment payable in installments, and revenue-sharing mechanisms. The global homeland security market, according to a Global Market Insights report, is valued at over $11.4 billion and growing at a CAGR of 7%, represents a transformative opportunity for Jeffs’ Brands to diversify beyond e-commerce into mission-critical technologies.

About Jeffs’ Brands

Jeffs’ Brands aims to transform the world of e-commerce by creating and acquiring products and turning them into market leaders, tapping into vast, unrealized growth potential. Through the Company’s management team’s insight into the FBA Amazon business model, it aims to use both human capability and advanced technology to take products to the next level. For more information on Jeffs’ Brands visit https://jeffsbrands.com.

Forward-Looking Statement Disclaimer

This press release contains “forward-looking statements” within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be covered by the “safe harbor” created by those sections. Forward-looking statements, which are based on certain assumptions and describe the Company’s future plans, strategies and expectations, can generally be identified by the use of forward-looking terms such as “believe,” “expect,” “may,” “should,” “could,” “seek,” “intend,” “plan,” “goal,” “estimate,” “anticipate” or other comparable terms. For example, the Company is using forward-looking statements when discussing the anticipated benefits of the appointment of Mr. Dayan, the potential performance, adoption, and market impact of Scanary’s technologies, the Company’s ability to capitalize on opportunities in the homeland security market, and its expectations regarding future partnerships, distribution activities, expansion into new territories, and related revenue potential. Instead, they are based only on the Company’s current beliefs, expectations and assumptions regarding the future of the Company’s business, future plans and strategies, projections, anticipated events and trends, the economy and other future conditions. Because forward-looking statements relate to the future, they are subject to inherent uncertainties, risks and changes in circumstances that are difficult to predict and many of which are outside of the Company’s control. The Company’s actual results and financial condition may differ materially from those indicated in the forward-looking statements. Therefore, you should not rely on any of these forward-looking statements. Important factors that could cause the Company’s actual results and financial condition to differ materially from those indicated in the forward-looking statements include, among others, the following: the Company’s ability to adapt to significant future alterations in Amazon’s policies; the Company’s ability to sell its existing products and grow the Company’s brands and product offerings; the Company’s ability to meet its expectations regarding the revenue growth and the demand for e-commerce; the overall global economic environment; the impact of competition and new e-commerce technologies; general market, political and economic conditions in the countries in which the Company operates; projected capital expenditures and liquidity; the impact of possible changes in Amazon’s policies and terms of use; the impact of the conditions in Israel; and the other risks and uncertainties described in the Company’s Annual Report on Form 20-F for the year ended December 31, 2024, filed with the U.S. Securities and Exchange Commission (“SEC”), on March 31, 2025, and the Company’s other filings with the SEC. The Company undertakes no obligation to publicly update any forward-looking statement, whether written or oral, that may be made from time to time, whether as a result of new information, future developments or otherwise.

Investor Relations Contact:

Michal Efraty
Adi and Michal PR- IR
Investor Relations, Israel
michal@efraty.com

FAQ

Who is the new CEO of KeepZone AI Inc. and when was Alon Dayan appointed?

Alon Dayan was appointed CEO of KeepZone AI Inc. on December 8, 2025.

What does Jeffs' Brands (JFBR) agreement with Scanary include?

The agreement includes exclusive 24-month distribution rights (extendable on purchase targets), a $1M upfront payment payable in installments, and revenue-sharing.

How fast can Scanary’s AI-radar screening systems scan people?

Scanary’s systems are described as capable of scanning up to 25,000 people per hour in open spaces without requiring stops.

Which territories will KeepZone focus on under Alon Dayan’s plan?

Dayan stated focus on exclusive expansion in Canada, Germany, and the UAE, with non-exclusive growth in Spain and Italy.

How does Jeffs' Brands position the market opportunity for KeepZone’s homeland security push?

The company cites a >$11.4 billion global homeland security market growing at a 7% CAGR as the strategic opportunity.