The Berlin streetwear provider Defshop has taken over its competitor Stylefile. The previous owner of Stylefile, Signa Sports United, announced in March this year that it wanted to part with the company based near Aschaffenburg. Nothing was known about the purchase price.
Both companies stand for hip-hop and graffiti culture and have common roots in street culture. With the takeover, Defshop is pursuing a sustainable and long-term growth strategy “that the company can manage on its own and at the same time corresponds to the identity of the company,” according to a press release.
The company wants to achieve GMV sales of 300 million euros by 2025. According to Defshop, it has grown by 30 percent since the beginning of the year. The Defshop brand portfolio includes brands such as Adidas, Alpha Industries, Asics, Brandit, Calvin Klein Jeans, Carhartt, Converse, Jordan Brand, Lacoste, Levi’s, Mister Tee, New Balance, Puma, Reebok, The North Face, Tommy Jeans, Urban Classics , Vans, as well as the own brands DEF, DNGRS, Ecko Unltd., Just Rhyse, Rocawear, Thug Life. Defshop also works on exclusive collections with the Kansas City Chiefs (NFL), Focus (eSports) and Dú Maroc (rapper).
At the beginning of September, a new online shop is to be launched under the name Defshop. Stylefile should be fully integrated there. “The goal of our new e-shop is to create a unique street culture ecosystem that serves and respects the diversity of the street,” explains Dr. Franco Luca, CEO of Defshop.
No further explanation was given at the time as to why Signa Sports United separated from Stylefile. However, the streetwear shop had recently presented disappointing business figures, with the loss more than tripling.