Whynow has announced a strategic partnership with international fashion and lifestyle logistics specialist Bleckmann as it continues to invest in the growth of EMP Merchandise.
Global media, licensing and fan commerce company Whynow acquired EMP from Warner Music Group earlier this month.
Bleckmann has acquired EMP’s warehouse operation in Germany and will now manage its logistics operations. Founded in 1862, Bleckmann has nearly 7,000 employees and operates more than 40 sites across Europe and the US. It processes more than one billion items annually and has over 25 years’ experience in e-commerce fulfilment.
“When we acquired EMP, we were clear that we saw a huge opportunity to build on an already successful business and give it the platform to grow," said Whynow Europe president Fred Casimir. "Logistics is fundamental to that ambition, and in Bleckmann we have found a partner with deep expertise in fashion, lifestyle and e-commerce and the international scale to support EMP’s next phase.
"Just as importantly, this agreement provides continuity for the warehouse team while bringing them into a specialist global logistics business where there are opportunities to develop and grow.”
Whynow says its acquisition of EMP will strengthen its position across media, licensing and fan commerce, while creating further opportunities to connect artists, brands and rights holders with fan communities across Europe.
“EMP has built an incredibly strong business over many years, and the team behind our logistics operation has played a vital role in that success," said EMP MD Tom Kuper. "Bleckmann understands the demands of a fast-moving fashion, lifestyle and e-commerce business and has the specialist expertise and infrastructure to help us take EMP to the next level.
"This partnership allows us to focus on what EMP does best, which is creating great products, working with artists and brands and giving our customers the best possible experience, while knowing that our logistics operation and the people behind it are in very good hands.”
Bringing the EMP warehouse and its people into Bleckmann gives us an important platform in Germany and is a natural extension of our European network
Tom Wijlens, Bleckmann
The deal marks Bleckmann’s entry into the German market, with the EMP operation becoming part of Bleckmann's Netherlands North & Germany region, led by COO Tom Wijlens.
“EMP is a fantastic business with a strong brand, an established customer base and an experienced logistics team," said Wijlens. "Bringing the EMP warehouse and its people into Bleckmann gives us an important platform in Germany and is a natural extension of our European network.
"We see significant opportunities both to support EMP’s continued growth and to develop the site further by bringing additional customers and business into the operation.”
