The operators are the thesis.
Meet the Founder.
Wolf Tribe isn't a first attempt.
It's a second act.
Built by a founder who's already done the hard work of taking a brand from zero to globally distributed, and who know exactly what they'd do differently the second time.
Deon St.Mōr
Founder
BRAND ARCHITECT | CREATIVE DIRECTOR
A multidisciplinary brand architect with over 30 years of experience building global consumer brands from the ground up.
Deon St.Mōr is co-founder of Wolf Tribe, where he leads brand creation, product development, international distribution and supply chain strategy.
Deon founded MOR and built it into a globally recognised lifestyle brand. MOR ranked 12th on the BRW Fast 100 in 2004, posting revenue growth of 169% and turning over $4.6 million annually within its first few years.
MOR expanded rapidly across Asia-Pacific, Europe and North America, securing distribution partners in Taiwan, China, Japan, South Korea, France, Scandinavia and Italy, and establishing offices and warehousing in the United States and the United Kingdom.
The brand became known for its distinctive product design, fragrance development and retail storytelling, sold through premium department stores, luxury boutiques and global distributors. Its catalogue grew to more than 500 SKUs, and MOR earned coverage in global fashion magazines and on Oprah, building a global cult following.
Under Deon's leadership, MOR developed a sophisticated international supply chain, a formulation pipeline and large-scale manufacturing partnerships. Its success extended into hospitality through global hotel amenity licensing with Concept Amenities, placing MOR products in hotels worldwide. In 2013, MOR was acquired by Chinese buyers.
Today Deon brings that proven expertise in brand creation, product development, international distribution and supply chain strategy to
Wolf Tribe, building it alongside cofounder Natalie S. Mueller.
MOR
Founder · globally recognised lifestyle brand · acquired 2013
BRW Fast 100
Ranked 12th in 2004 · 169% revenue growth · $4.6M annual turnover
Global reach
Distribution in Taiwan, China, Japan, South Korea, France, Scandinavia and Italy · offices and warehousing in the US and UK
Product
500+ SKUs · fragrance development · formulation pipeline · large-scale manufacturing partnerships
Hospitality
Global hotel amenity licensing with Concept Amenities
Press
Global fashion magazines · Oprah · Vogue · Harpers
At Wolf Tribe
Brand creation · product development · international distribution · supply chain
strategy
Director of Investment & Business Intelligence
Meet the CoFounder.
Natalie S. Mueller is cofounder of Wolf Tribe, where she leads investment strategy, financial modelling, business intelligence and investor relations. She turns the company's growth ambitions into a disciplined, data-led commercial plan, so that decisions on product, distribution and international expansion are grounded in the numbers.
Natalie brings more than 30 years of investment experience to the role. She started her career on the sell side at Morgan Stanley headquarters and was recruited to the buy side at Ark Asset Management in New York. There she rose from associate to Managing Director on a $5 billion growth equity product, becoming one of the firm's youngest Managing Directors and one of only three women to hold the title during her tenure.
Reporting to the Vice Chairman, she conducted fundamental and technical equity research across consumer, media, internet, hospitality and gaming for that product, which independent consultants ranked among the top 1–2% of equity managers over the decade to 2001. She also presented the firm's investment process to leading US pension funds and built relationships with CEOs and CFOs across her sectors.
In 2012 she founded Accrescent Capital Management, a registered investment adviser and hedge fund, serving as Chief Investment Officer for high and ultra-high net worth clients.
At Wolf Tribe, her remit covers investment analysis, forecasting, performance modelling and capital allocation as the company grows its product portfolio, distribution network and global presence. She is building Wolf Tribe alongside founder Deon St.Mōr, with a shared goal: an independent beauty brand that is financially disciplined, commercially scalable and built for long-term value.
Natalie holds a BA in International Relations and Economics, cum laude, from Boston University and a Master's in Education from California State University Channel Islands. She speaks English and
Ukrainian fluently, with proficiency in French, Italian and Spanish.
Experience
30+ years in investment management · fundamental and
technical equity research
Morgan Stanley
Sell side, headquarters
Ark Asset Management
Managing Director · $5B specialty growth equity product · one of three women MDs
Accrescent Capital Management
Founder and CIO · RIA and hedge fund
At Wolf Tribe
Investment strategy · financial modelling · business intelligence
· investor relations
Education
BA International Relations and Economics, cum laude, Boston University
Master's in Education, California State University Channel Islands
Languages
English, Ukrainian · French, Italian, Spanish