Complex is getting into the retail business.
The company on Monday launched Complex Shop, an e-commerce and content destination offering more than 60 brands for men and women such as Nike, Adidas, Comme des Garçons, Maison Margiela, Off-White, Heron Preston, Rhude, Stone Island, Arc’teryx, Visvim and Aimé Leon Dore, among others.
Complex Shop highlights brands with dedicated shopping sections and with editorial content that can be found on the Complex web site, including news on the Dior pre-fall 2020 show in Miami last week, a capsule collection by Union LA and the Los Angeles Dodgers, and a story dedicated to NBA athletes’ outfits.
“We’ve been laser focused on continuing the diversification of our revenue streams, all of which have our strong brands and premium content at their core,” said Complex Networks president Christian Baesler.
The diversification includes series such as Sneaker Shopping and Hot Ones, as well as ComplexCon, which was held twice for the first time this year in Chicago and Long Beach, Calif. “Given our authority in the sneakers, streetwear, art and design space, expanding our commerce presence is one of our biggest growth opportunities,” Baesler said.
Complex entered a multiyear service partnership with end-to-end e-commerce platform Bonsai for Complex Shop.
Complex Shop follows Titel Media’s Highsnobiety, which recently entered the e-commerce space with Prada Linea Rossa and later the Netflix series “Stranger Things.” Hypebeast also operates an e-commerce web site called HBX, offering more than 200 brands including 1017 Alyx 9SM, Loewe Chinatown Market and a number of the brands also on Complex Shop.