UK: Trendy Men’s E-Tail Site Expands Into Europe

A trendy British Internet shopping and lifestyle site for men has expanded into Sweden and the company says it now has its sights set on Germany and France. Bosses of Firebox.com, launched in May 1998 from the attic of a house in Cardiff, Wales, say they are delighted with the success of its first site outside the UK and they are now looking at conquering other European countries. Chief executive, Michael Smith, said: Sweden was chosen because the company has close connections with the country and it has one of the highest rates of Internet penetration in Europe. He said: "It is in its early stages of development, but we are already very happy with the results. It is receiving good publicity and we are very pleased with its progress." Firebox-com, aimed at men in their 20s, typically readers of magazines such as FHM and Maxim, sells a range of clothes, shoes, gadgets, toys, games, books, and computer games for the busy young executive about town. Now based in London, it has around 60,000 users a month, many of them girlfriends looking for the perfect gift for their man. Top selling products include a shot glass chess set, described as "the thinking man's drinking game", one of the first products the company launched and remote control cars.