After the long-standing German streetwear/fashion online shop Frontlineshop was acquired by French menswear e-commerce player Menlook last June, a number of far-reaching post-merger measures have now been initiated.
Also Menlook’s technological backdrop, shop system and merchandise management will be centralized. The British, French and German Menlook shop will offer the same assortment and ship their merchandise from a central logistics center and warehouse in France via Viapost. All of these integration measures are planned to be completed by midyear.
According to well-informed sources, it’s not clear yet whether Frontlineshop will keep its distinct name but it is very likely that it will be streamlined with the Menlook branding and name.
There are currently around 15-20 employees left in the Frontlineshop/Menlook Hamburg office. The facility shall prospectively take over only German market-specific regional tasks, including PR and brand marketing, local finances, performance marketing and regional merchandising. Also a part of buying will remain here: Frontlineshop’s chief buyer Marc Lohausen will account for around 20-30 brands (key brands for the German markets) of the Menlook assortment.
According to own statements, Menlook.com sells ca. 20,000 products from 500-700 brands.