Theah is the commercial consultancy of Daniel Koh — built around a simple premise: pricing, range, and margin decisions are too important to be made on instinct.
I've spent the last six years as Senior Head of Commercial Planning & Strategy at Farfetch, one of the world's largest luxury fashion marketplaces, where I've led revenue management and pricing for the platform and built new commercial models that changed how the business generates revenue. Before that, five years at OC&C Strategy Consultants, including an embedded secondment on Waitrose's pricing and promotions team, plus category and range strategy projects across other retail and consumer businesses. My earlier career included roles at Amazon, Goldman Sachs, Credit Suisse, and KPMG.
I set up Theah to bring that same senior commercial rigour to businesses that need it but don't need — or can't yet justify — a full-time executive hire. Some engagements call for advisory input — a second opinion, a sense-check, a steer at board level. Others call for hands-on consultancy delivery, working alongside your existing team day to day: your merchandisers make the product calls, your marketers make the brand calls, I make sure the commercial numbers underneath those calls are sound.
I work with PE-backed businesses, marketplaces, and established ecommerce and retail companies, typically on a fractional or project basis.