Complex, the well-known music and streetwear publisher, has taken a significant step forward in its business strategy by launching Complex Shop, a curated shopping platform. This new initiative aims to expand Complexs commerce operations and serves as both a separate hub on their website and an integrated feature within their editorial content. According to CEO Aaron Levant, the platform will offer a personalized shopping experience akin to Spotify, tailoring content and commerce recommendations based on user interests. The platform allows consumers to purchase items directly on the Complex site, providing valuable data to help the company better understand and profile its audience.
Previously existing in a limited form, Complex Shops recent expansion includes over 100 brands and exclusive releases that fans eagerly anticipate. The platforms debut featured limited releases that premiered at ComplexCon, a major trade show that moved from Long Beach to Las Vegas this year. The expanded event attracted more than 60,000 attendees and generated over $22 million in revenue. This expansion of ComplexCon and the launch of Complex Shop are crucial elements of Complexs larger strategy to grow its commerce business, especially after merging with the live-shopping platform Ntwrk.
Complexs broader strategy involves not just commerce but also the growth of its events and video segments. This year, commerce is expected to account for half of Complexs revenue, with ambitions to increase that share to two-thirds by the end of next year. Complex aims to generate over $100 million in retail sales by 2025. The company is also expanding its events portfolio, with plans to host ComplexCon in various continents and the acquisition of the food festival Family Style, which has seen significant attendance.
In the video domain, Complex is working to broaden its range of original series, intending to launch several new shows by the end of the year. These expansions in commerce, events, and video create a synergistic effect, with each area supporting the others. The revitalized Complex aims for a seamless blend of editorial content and retail offerings, positioning itself as a sophisticated platform that can attract advertisers and withstand technological disruptions. Levant emphasizes that Complex has evolved from directing shoppers to retailers to becoming a full-fledged commerce company.