- Complex has announced today that it has launched a new e-commerce platform called Complex SHOP
Culture trend publication Complex announced today that it has launched a new e-commerce platform. Complex originally launched in 2002 as a magazine to highlight fashion, sneakers, and pop culture. And since then, it transitioned into a major media platform covering the latest in streetwear, fashion, food, design, music, art, and film.
Complex’s brand umbrella includes First We Feast, Pigeons & Planes, and Sole Collector. Complex’s new e-commerce platform is called Complex SHOP — which will feature items from popular brands along with exclusive collaborations.
The e-commerce platform is powered by Bonsai via various retailers like 18montrose, CNTRBND, Size?, and The Webster. Plus the Complex Shop offers men’s and women’s streetwear and high fashion, stocking labels such as Aime Leon Dore, AMBUSH, Balenciaga, Arc’Teryx, Carhartt WIP, Neighborhood, OFF-WHITE, Rhude, Stüssy, The North Face, etc. The items that will be sold through the Complex SHOP is going to be curated by Complex Marketplace Director Frederick Marfil.
Complex Networks President Christian Baesler told Digiday that the store is expected to drive gross annual revenues close to $10 million in its first full year. And Complex is already selling products directly to its audience through various platforms.
For example, ComplexCon — a culture festival that originally launched in Long Beach, California — has become a multi-city project that drives millions in revenues through sponsorship, tickets, and product and food sales. Complex CEO Rich Antoniello told The Wall Street Journal that ComplexCon Chicago made $40 million alone.
One of Complex’s most popular projects is the “Hot Ones” series. “Hot Ones” spun out into a line of hot sauces, which hit $10 million in revenue last year. And next year, Complex is planning to launch a sneaker marketplace. And Complex Networks VP of business development and commerce Jeanette MacKenzie told Digiday that Complex may also experiment with buying a small number of products from brands directly.
