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.

Leaving the company: Jens Lafrenz
Leaving the company: Jens Lafrenz
Firstly, Frontlineshop’s current CEO Jens Lafrenz will leave the company “as soon as his work is done” by midyear. Instead, Mathias Schmeer, currently COO at Menlook, will take over the management, commuting between Frontline’s office in Hamburg, the Menlook headquarters in Paris and the company’s “creative center” in Barcelona. The Spanish office already houses the curated shopping and several service functions for the French and British Menlook branches and is said to prospectively centralize all of the platform’s content and photo production functions. As a consequence, some of Frontlineshop’s current photo and content staff will be moved to the Barcelona office.

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, sells ca. 20,000 products from 500-700 brands. landing page landing page