Front Row, a New York-based e-commerce agency and growth accelerator, announced the acquisition of Build in Amsterdam (BIA), an award-winning Shopify design and development agency specializing in digital flagship stores for premium and luxury fashion and lifestyle brands. The strategic move, revealed via PR Newswire, enhances Front Row’s capabilities and global reach, positioning it as a full-service connected commerce platform.
Front Row acquired Build in Amsterdam on May 16, 2025, strengthening its Shopify expertise.
BIA specializes in Shopify flagship stores for brands like Mammut, Polaroid, and Suitsupply.
Enhances Front Row’s services in strategy, design, web development, and omnichannel growth.
Expands global presence in North America, Europe, and DACH region (Germany, Austria, Switzerland).
Addresses D2C fragmentation, offering brands a single partner for the entire e-commerce journey.
BIA’s recurring revenue model aligns with Front Row’s focus on long-term client success.
Front Row, formerly Fortress Brand Group until its 2023 rebrand, provides full-service marketplace management, digital marketing, and retail media services to global brands like OUAI, Essity, Wella, and Tatcha. The acquisition of Build in Amsterdam, known for its emotion-driven design and Shopify expertise, allows Front Row to deliver end-to-end commerce solutions, tackling fragmentation in the direct-to-consumer (D2C) space. “We’re building a connected commerce platform that brings together strategy, technology, and creativity,” said Yuriy Boykiv, CEO of Front Row.
Build in Amsterdam’s client portfolio, including Mammut, Polaroid, and Suitsupply, expands Front Row’s footprint in fashion and lifestyle, complementing its historical strength in beauty (e.g., Glow Recipe, Olaplex). The acquisition integrates BIA’s capabilities in branding, web development, and performance optimization with Front Row’s full-funnel marketing and marketplace expertise, creating a unified service offering.
Founded over a decade ago, Build in Amsterdam is a premier Shopify agency with a philosophy of “emotion-driven design supported by logical implementation.” Its ethos—“We build. We lead. We care. We never stop”—has made it an industry benchmark, crafting digital stores that blend technical precision with emotional resonance. BIA’s recurring revenue model ensures long-term client partnerships, aligning with Front Row’s high-touch service approach. “By joining Front Row, we take a huge leap toward our dream of becoming a global full-service e-commerce and branding agency,” said Daan Klaver, BIA’s Co-Founder and Creative Director.
The acquisition strengthens Front Row’s operations across North America and Europe, particularly in the DACH region (Germany, Austria, Switzerland), a key market for luxury and fashion brands. It consolidates services like strategic consulting, digital branding, and customer lifecycle management under one roof, reducing vendor complexity for brands. Posts on X, such as from @DarrenDunner, reflect positive sentiment, highlighting the deal’s potential to streamline global e-commerce growth.
The move aligns with the $600 billion e-commerce services market, where D2C brands face challenges in scaling across fragmented platforms like Shopify, Amazon, and TikTok. Front Row’s expanded platform offers a turnkey solution, potentially increasing conversion rates by up to 20% for clients, based on industry benchmarks for integrated e-commerce strategies.
Founded in 2012 by brothers Alex and Matt Beer, Front Row has grown through acquisitions, including School House (2021), Taylor & Pond, and Finc3 (2022). The BIA acquisition furthers its mission to simplify omnichannel commerce, leveraging its proprietary Catapult technology for global brand scaling. Trusted by industry leaders, Front Row is poised to redefine e-commerce for premium brands in a rapidly evolving digital landscape.
Front Row is a leading accelerator and marketing agency helping brands maximize their ecommerce growth. The company is headquartered in New York City with offices in San Diego, Hamburg, and Bratislava. Leveraging our proprietary technology Catapult and robust capabilities, we design, market, distribute, and scale brands on a global scale.
Our expertise spans from strategic brand-building to omnichannel excellence, international market expansion, compelling content creation, logistics, and innovative design and branding. We ensure robust marketplace growth, seamless e-commerce management, targeted digital marketing, and actionable business intelligence. Trusted by industry leaders like OUAI, Essity, Wella, and Tatcha, we empower brands to achieve their full potential in the world of e-commerce.
Build in Amsterdam is a premier digital agency specializing in branding and digital flagship store development using the Shopify platform. With a philosophy centered on emotion-driven design supported by logical implementation, the company has established itself as an industry benchmark for over a decade. Their integrated approach houses strategy, branding, and technology all under one roof, ensuring meticulous control over every detail of their work. This unique approach enables them to create emotionally resonant digital experiences built on sound technical foundations, consistently setting new standards in the industry. At the core of their success lies their unwavering ethos: "We build. We lead. We care. We never stop."
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