The Complex Media Network Purchases Sneaker Site Sole Collector
Founded by Steve Mullholand, Sole Collector is a well-crafted destination for sneaker aficionados around the world that includes a website and quarterly magazine. Business Insider reports that Complex purchased Sole Collector for an undisclosed sum of money with the intent of having the company expand and grow.
"Our main goal was to create a luxury experience for the readers and the people that visited the website," Mullholand told Business Insider of creating Sole Collector. "We made sure we had the highest quality papers, the best cameras, and the best sneaker writers. [...] It's a higher-end experience than I think a lot of people would expect."
Reportedly, the Sole Collector site boasts 4.4 million unique visitors per month, has a sneaker forum with over 385,000 members and also serves as a marketplace where sneakerheads can buy kicks. Sole Collector will continue to act as its own entity with Mullholand retaining his title of General Manager.
According to Mullholand, the decision to sell his company came down to looking out for his employees. "I made sure no employee ever missed a paycheck," said Mullholand. "I made sure that they were taken care of. I made sure that they had the right equipment. Even during the (economic) downturn, we didn't lay anybody off. Everybody was able to still pay their bills. But when the downturn happened, money became very very very tight for a small company like mine."
The Complex Media Network already has a number of sneaker sites in its midst, including NiceKicks.com and SneakersNews.com. Other sites in Complex's network include Hip-Hop websites like Hip-Hop DX and AllHipHop as well as numerous other influential blog/website entities in categories that include "Music," "Entertainment," "Gaming," and "Sports."
By teaming with the Complex Media Network, Sole Collector hope to eventually double or triple its monthly traffic.
Photo: Jotham Porzio
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