Streetwear fashion e-retailer Karmaloop Inc. is moving to further connect its youthful customers with content of interest to them. It has acquired Soletron, a web site and blog that publishes content about topics such as music, fashion, sports and technology that is targeted to men age 18-35. Terms of the purchase were not disclosed.
Karmaloop for several years has invested in creating articles and videos that appeal to its customers, and CEO Greg Selkoe says the acquisition of Soletron will further help make Karmaloop a destination for content, along with online shopping. “Soletron’s article production capabilities [and] its genuine editorial voice will allow Karmaloop to become a content destination for our respective community,” he says.
Soletron launched in 2011 as an e-commerce marketplace for sellers of urban-inspired apparel, but closed the marketplace to focus on creating content in 2012. Karmaloop says Soletron has thousands of blog articles written by contributors.
With more than $206 million in web sales last year, Karmaloop is No. 134 in Internet Retailer’s 2014 Top 500 Guide. More than half, 54%, of Karmaloop’s customers are age 34 or younger.