What We Do

The Frontline Group – comprising Frontline Distribution Solutions, Frontline Retail Solutions and Gold Key Media – is a retail sales, distribution and solutions partner across magazines, books and home entertainment products.

With market leading product management systems, advanced data analytics and bespoke reporting, we offer creative retail and distribution solutions, quality service and expert guidance to reduce complexity and inspire confidence for our customers, allowing them to benefit from the most effective and cost-efficient ways of working.

Our decades of experience navigating an ever‑changing retail and consumer landscape allow us to help our customers achieve greater efficiency, build resilience and successfully manage increasing cost pressures. Our expertise underpins a long‑term, insight-led approach focused on sustainable growth, ensuring our customers thrive as we develop new services, open up new routes-to-market and explore additional product categories that further strengthen our supply chain.

Our services include:

  • Category Solutions: We curate tailored product ranges to meet a retailer’s customer profile and provide end-to-end management of commercial and distribution agreements with suppliers. Our multiple category approach ensures we derive benefits of scale.
  • Fulfilment: We offer a range of innovative and sustainable supply chain solutions including product planning and forecasting, replenishment, re-use opportunities and in-store operations.
  • Promotions: We use data and insights to maximise the sales opportunity, whether through creating bespoke solutions for the next blockbuster movie release or meeting the seasonal demand for magazines. We provide creative and tactical point-of-sale solutions with impact, as well as managing implementation, distribution and in-store execution.
  • Custom Solutions: We create and manage bespoke store-ready services including pre-filled display units and merchandiser walked-in solutions.
  • Audience Engagement: We offer tailored audience engagement via a whole suite of brand activation services, including product placement, sampling and digital solutions.
  • Global Reach: We access global audiences, with an extensive network of retailers in over 70 territories worldwide.

Our Story



1986
Early Days

Frontline begins as a division of the magazine publisher EMAP, with a vision to create the first dedicated magazine circulation and distribution business managed by experts in this field.

1988
New Partnerships

Momentum continues to build as other publishers quickly recognise the value of a dedicated magazine distribution business, and Haymarket Publishing (now Haymarket Media Group) becomes Frontline’s first joint venture partner, alongside EMAP.

1990
Strengthening the Partnership

BBC Worldwide (now Immediate Media) enters the joint venture partnership, creating the leading magazine sales, marketing and distribution company.

1994
Third Party Expansion

The partners recognise that Frontline’s operational expertise can be offered as a valuable service to other publishers in the UK, and Seymour Distribution is formed as a joint venture between Frontline and Hachette Distribution Services, allowing Frontline to extend its distribution services to independent publishers.

1997
Evolution

Seymour and Dennis Publishing embark on a new joint venture, creating Seymour Distribution (UK) and Seymour International (Overseas), with Hachette later exiting its involvement with Seymour in 2000.

2008
Bauer On Board

Bauer Media acquires the EMAP magazine division as well as EMAP’s shares in the Frontline magazine distribution business, while Haymarket and BBC Worldwide continue as shareholders of Frontline.

2013
Frontline Cements Seymour Ownership

Frontline acquires the Dennis Publishing shareholding, giving Frontline 100% ownership of the Seymour business.

2016
DC Thomson

Frontline starts to distribute the DC Thomson portfolio internationally and subsequently wins the UK contract in 2019.

2017
Broadening The Marketing Mix

The purchase of Gold Key Media and Routes to Retail extends Frontline’s reach into hotels, offices and non-traditional retailers, with a range of new brand activation services.

2017
Condé Nast & Hearst

Top publishers Condé Nast and Hearst join the Frontline Group for their UK and international distribution.

2019
Routes to Retail & Lidl

Routes to Retail starts its end-to-end management of the Newspaper and Magazine category for Lidl UK.

2022
Diversification - DVDs

Frontline uses its supply chain, category management and in store execution expertise to roll out its retail solutions to other categories, starting with DVDs at Tesco.

2023
Diversification - Home Entertainment & Books

Frontline continues to expand further providing a full retail category solution for the Home Entertainment and Books categories at Morrisons, as well as venturing into non-grocery retail category solutions.

2024
Diversification – Books & Vinyl

Frontline provides a full retail category solution for Waitrose and its Books category and facilitates the return of Vinyl to the high street across 80 WHSmith High Street (now TG Jones) stores for a Christmas offer, with a product range that covers different genres, catalogue classics, and new releases to resonate with the high street shopper.

2025
Frontline Group

Frontline Distribution, Seymour Distribution, Seymour International, Routes to Retail and Gold Key Media merge to become the Frontline Group; the traditional magazine distribution arm of the business rebrands as Frontline Distribution Solutions, and the retail services division, including Routes to Retail, rebrands as Frontline Retail Solutions, while Gold Key Media remains as a separate business unit.

2025
Expansion in Collectibles Market

Frontline Distribution Solutions partners with Topps – the world’s leading name in sports and entertainment collectibles – managing the distribution, wholesale operations and retail relationships for this dynamic and in-demand brand.

2025
Diversification - Books

Frontline continues to expand its Books solution, running several out-of-category promotions through Lidl’s store estate, an extension of its supply chain, category management and in store execution model for Lidl on Newspapers and Magazines.

The Next Chapter

With a heritage spanning 40+ years, The Frontline Group drives continual evolution of new services and expansion into new channels and product categories, underpinned by a commitment to building for the long term.

Meet the Leadership Team


Frank Straetmans


Chief Executive Officer

I started my career in global, fast-moving roles across automotive and consumer goods, but found my forever home at Frontline in 2009, a business built on trust, collaboration and ambition.

At our core, we connect brands and consumers. We work closely with our clients and retail partners, not as suppliers but as collaborators, focused on doing great work and creating long-term growth together. Our mission is to ‘Make the Complex Simple’. We’re customer- and data-led, we love insight, and we use technology to help us move faster and keep improving, but we never forget that people come first.

That belief shapes how I lead. I strongly believe in giving people space, trust and support, rather than hierarchy and control. When people feel supported, included and genuinely happy in what they do, amazing things happen. The ambition, creativity and energy of our teams are what make Frontline special, and creating an environment where that can thrive is something I care deeply about.

My role as CEO is really about removing barriers, encouraging ideas, backing people, and making sure we keep learning and innovating together. I want the Frontline Group to be a place where you can do the best work of your career, grow as a person, and enjoy the journey along the way.

After almost 20 years of great success, we’re stepping into the next chapter of Frontline’s story. We’re building on strong foundations, exploring new channels, categories and markets, and shaping what the future of our business looks like. It’s an exciting time to be here, and I am sure the best part of the journey is still to come.

Frank Straetmans

Chief Executive Officer

“It is great for me to say ‘we can do this’ because I genuinely know we can. I have no fear of overselling our capabilities. Our people are involved and empowered and their ability is inspiring.”

Chris Horn


Managing Director Gold Key Media

I co-founded Gold Key Media back in 2000 with a vision to create a specialised, world beating media distribution company to the travel industry. Prior to that I was Circulation Director Asia-Pacific for USA Today and served as Deputy Managing Director Johnsons Inflight before setting up Gold Key Media. We became part of the Frontline Group in 2017. Gold Key Media’s service offering has evolved dramatically since our launch in 2000. We’re now a global operator, spanning five continents. Our innovative digital entertainment platform is now available in the world’s finest hotels, 1st class airport lounges, RAF & Royal Navy bases, private hospitals, we also now manage the digital matchday program distribution for Liverpool and Chelsea FC too.

Our publishing division represents the world’s leading publishing houses including The Financial Times, New York Times, Dow Jones, Hearst, Condé Nast, Bauer Media.

Our events division is now an official distributor for The Olympic Games, World Economic Forum and Frieze Art Fairs to name a few.

I retain the same passion, drive and entrepreneurial spirit that I had when I set up the business back in 2000. I work alongside a group of highly skilled and creative colleagues who all share the same pride, passion and belief in our brand that I do.

Chris Horn

Managing Director Gold Key Media

Tracy O’Sullivan


Managing Director Frontline Distribution Solutions

In 2025 we brought our two magazine businesses together to form Frontline Distribution Solutions.  As Managing Director, I’m excited to lead a team of highly skilled, ambitious people who are passionate about ensuring we protect, innovate, and grow the business.

It’s a dynamic environment. Since joining as Export Director in 2000 I can honestly say that in over two decades leading the business, change has been a constant companion. And that innovation continues – twenty years ago nobody had heard of a bookazine – last year we distributed over 500!  This product innovation is complemented by our efforts to continually reinvent what we do throughout the route to market – from print site to retailer shelf – to improve efficiency, simplify and create new opportunity.

It’s a tremendously exciting and challenging time for the business. Working with some of the most innovative clients – from global companies to owner managed businesses – we distribute and market over 100 clients’ titles into UK retail and export them to around 70 countries worldwide. It’s a complex business, and together with the Group Leadership Team, we are focused on making the complex simple!

Tracy O’Sullivan

Managing Director Frontline Distribution Solutions

Paul Sadler


Managing Director Frontline Retail Solutions

Do you have a commercial or operational model that isn’t working or needs improvement? … call Frontline Retail Solutions! Whether that be in the world of newspapers and magazines, books, film, music or services such as range management and development through to in-store execution across any category, I am lucky to be surrounded and supported by an experienced, skilled, and dedicated team of colleagues that specialise in managing complex end-to-end models for retailers.

After graduating with a Sociology degree, I found myself working in the exciting, fast-paced and positively challenging world of newspaper and magazine publishing. Ten years working at a publisher across distribution, advertising, marketing, and P&L management led me to the Frontline Group in 2008, working across retail and wholesale to then taking on the reigns as MD of Routes to Retail, now Frontline Retail Solutions. Never a dull moment, and full of rewarding achievements across the business that is so inspiring to be part of.

Paul Sadler

Managing Director Frontline Retail Solutions

Phil Melling


Sales & New Business Development Director

At Frontline Group, success is driven by people who understand the market from every angle. As Sales and New Business Director, I bring together more than two decades of experience across retail, publishing, and distribution to help brands and retailers unlock growth in complex, fast-moving environments. My career has been shaped by working at the heart of some of the UK’s most influential consumer-facing organisations, which has given me a practical, commercially grounded perspective on how products reach customers, how buying decisions are made, and how partnerships deliver long-term value.

In my role as Sales and New Business Director, I work closely with clients to understand not just their commercial objectives, but the underlying challenges that sit beneath them. These challenges are often complex: changing consumer behaviours, evolving retail formats, increased competitive pressure, and the need to deliver measurable return on investment in an increasingly data-driven environment. I relish the opportunity to help clients navigate these issues, drawing on experience, insight, and the collective expertise of the Frontline team.

Phil Melling

Sales & New Business Development Director

Charlotte Maxwell


People & Culture Director

At the Frontline Group, my focus is on keeping our people, values, and culture at the heart of everything we do. Creating an environment where individuals feel valued, supported, and empowered to perform at their best. Our I ACT values –  Impact through accountability, Ambition to grow, Collaboration for results, and Trust in each other – guide how we make decisions and work together.

What excites me most is seeing our people vision come to life: happy people, working collaboratively, performing at their best, and growing the business together. Within the People & Culture team, we aim to build trusted business partnerships, develop capabilities for the future, and provide support in those moments that really matter.

For me, success means seeing our people thrive and knowing that we’re shaping a future together.

Charlotte Maxwell

People & Culture Director

Nick Howitt


Director of Strategy

I began my career in consultancy, gaining a broad business education across sectors ranging from high finance (Lloyds) to confectionery (Rowntree’s), from beer (Carlsberg-Tetley) to toilet rolls (Andrex). This diverse grounding, followed by many years in publishing, retail and distribution, has given me the broad perspective needed for my current role as Director of Strategy.

While these experiences laid strong foundations, the scale of creativity, innovation and complexity managed at Frontline has gone even further. There is a relentless appetite to take on tough challenges, deliver real value, and continually expand into new categories and services.

Frontline is a place for curious, energetic people who enjoy working with sharp minds and innovative thinkers – and who genuinely care about doing a great job.

Our mantra is simple: make the complex simple. Delivering clear, easy-to-manage solutions in highly complex environments is never easy, but it’s what keeps us challenged, fulfilled – and having a lot of fun along the way.

Nick Howitt

Director of Strategy

Lucy Wells


Chief Financial Officer

Joining Frontline Group as CFO in 2025, I bring more than 15 years’ experience that began in professional practice and progressed into senior finance leadership roles within private‑equity‑funded businesses, followed by consulting across a broad range of industries. Throughout my career, I have worked closely with management teams and investors to support growth, transformation, and value creation in dynamic, fast‑moving environments.

As Chief Financial Officer, I lead the finance function with a focus on turning strategy into clear, actionable insight that supports effective decision‑making across the organisation. My responsibilities span financial performance, governance, and commercial support, alongside the development of scalable finance systems and reporting that enable the business to grow sustainably. I am passionate about strengthening finance as a true business partner — providing clarity in complexity and ensuring financial discipline underpins innovation and ambition.

Frontline is a genuinely solutions‑led, entrepreneurial business, focused on making the complex simple for its clients and partners. It is exciting to be part of a leadership team that values collaboration and trust, and I take great pride in working alongside such a committed and talented group of people as we continue to build the next chapter of the Frontline Group’s growth story.

Lucy Wells

Chief Financial Officer

Mark Churchill


Chief Operating Officer

Whether it is the fast-moving world of magazines, books, CDs or DVDs, the challenge of helping my team find new solutions to new problems is what keeps me excited to go to work! 

Ten years dealing with the rapidly changing demands of chilled food prepared me well for the exciting world of media products. And now, despite nearly two decades into my time at Frontline, and being on my sixth role, I continue to be surrounded by innovation and opportunity every day.

As COO, my job is to make sure we focus on the right things and that my team have everything they need – from systems to skills – to drive the performance that makes us so successful. They never cease to amaze me with what they can achieve!

Mark Churchill

Chief Operating Officer