Benchmark International 
Benchmark International 
Benchmark International is pleased to announce the acquisition of London-based Firebox by Austrian-based MH Direkt.
Established in 1998, Firebox.com is an online retailer of unusual gifts, games, gadgets, and food & drink goods. Launched on the back of its incredibly successful invention; the ‘shot glass chess set’, Firebox was one of the first UK e-commerce success stories.
MH Direkt is a one-stop provider for the e-commerce sector and works with a number of online retailers. It owns European gift sites Radbag, Troppotogo and CadeauxFolies.
The acquisition of Firebox is an important milestone in the growth strategy of MH Direkt as it looks to develop in the UK, with Firebox providing the opportunity to build up local warehouse and fulfilment capabilities.
Post-acquisition, both shops will operate separately, but work closely together in terms of marketing and product development.
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