Why We Started middleman: A New Way to Support Purposeful Brands

When Natalie Young launched middleman in April 2023, she wasn’t just starting another marketing agency - she was answering a call she saw echoing across the industry.

If you’ve met Natalie, you’ve felt it: her deep belief in supporting brands created with purpose and intention. She’s worked with makers, creatives, and independent brands long enough to understand their unique strengths, and the unique challenges they face when trying to stand out in B2B marketplaces.

In today’s saturated digital wholesale world, platforms like Faire and Airgoods offer incredible reach. But for brands that lead with story, design, values, and craft, visibility isn’t guaranteed. Many of these brands aren’t interested in chasing trends or diluting their identity just to fit in. And honestly? That’s what makes them special.

middleman was born to amplify the presence of brands that are different by design. We exist to bridge the gap between thoughtful creation and strategic growth. That means building customized strategies that connect the right buyers to the right brands without sacrificing authenticity.

What sets middleman apart is that we’re the first digital marketing agency to specialize in both Faire and Airgoods. We work within these platforms to ensure our clients are positioned not just to appear, but to thrive. From optimizing listings and analyzing data to crafting meaningful stories that resonate, we’re redefining what success looks like for modern B2B brands.

Our clients are more than product catalogs. They are people with a point of view. Artists with a mission. Founders who give a damn. Chefs wanting to change the way we consume food.

middleman is here to make sure the world sees them. We are loud, we are bold, we are discerning yet unapologetic.

-Founder & CEO, Natalie Young