DefShop is a leading German multichannel retailer of streetwear and hip-hop clothing.
Founded by Alexander Büchler in 2006, DefShop developed rapidly from a pure play e-commerce business into a multichannel retail platform with two stores offering over 25,000 products from 350 third-party brands, including Adidas and Nike.
DefShop also has a wide range of own-label “Herobrands” including DNGRS, Just Rhyse and Bangastic and licensed brands such as Thug Life and Eckô, which are sold through its dedicated fast-fashion business, Roadmap1.
With a strong focus on hip-hop clothing, DefShop is reputed to be an institution in urban streetwear among teenagers and young adults. Using the latest social media marketing tools to establish itself as a “style authority”, the brand has a strong position within the hip-hop and streetwear community.
Equistone sold its Fund V investment in DefShop to Negotiari AG, a strategic partner.