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 Discovery Enterprises International (DEI) unveils its umbrella licensing strategy for the DMAX brand with the launch of a dedicated e-commerce platform in Germany. Already a hugely successful free-to-air television network targeting men aged 14-49 in Germany, complemented by a magazine which launched in April 2013 - DEI is looking to further exploit the enormous potential of the brand in the market – with the launch of the first e-shop for DEI in Germany and the first DMAX-shop worldwide. Product lines are specially selected to reflect the diversity of the modern man: from electronically-operated paper aeroplanes to outdoor equipment or a sporty Jaguar with a DMAX design, the premise of dmax-shop.de is to offer everything a man’s heart desires on one vibrant platform. Many of the items come from smaller companies or are custom-made - and most are exclusively available in Germany through the DMAX e-shop. The e-shop has been developed together with license partner Neuland Communication, and DMAX magazine with specialist publishing house Weka. The DEI team is working to further expand the DMAX licensing programme, with Polyband on board to develop home video - and plans are underway to develop a whole book publishing line. Ian Woods, Director, UK & EMEA for Discovery Enterprises International, comments on the launch of the DMAX e-shop and plans for developing the brand: “The launch of the DMAX e-shop is a milestone moment for the DMAX brand, which has built a cult following and is now becoming much more than a television network. DMAX is in tune with the lifestyle of its target audience – and in turn consumers are looking for more opportunities to engage with the brand. We’re proactively looking to expand our licensing programme around DMAX to satisfy that demand and we expect great things from the DMAX shop.” |
