What We Do

Frontline Group is a major innovator in supply chain services for magazines, books and home entertainment products.

With market leading product management systems, advanced data analysis and reporting, we offer innovative supply chain solutions, quality service and guidance to publishing clients and retail partners. Experts in category management and range solutions, our fully managed service maximises category performance for retailers and publishers.

Our services include:

  • Category Solutions: Curating tailored product ranges to meet the retailer’s customer profile and providing 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 instore operations.
  • Promotions: Driving the sales opportunity; whether that is creating bespoke solutions for the next blockbuster movie release or meeting the seasonal demand for magazines. We provide creative, tactical POS solutions with impact and manage the implementation, distribution and in store execution.
  • Custom Solutions: We can create and manage bespoke store ready services including pre-filled display units and merchandiser walked in solutions.
  • Audience Engagement: A whole suite of brand activation services are available to help you engage with your core market including product placement, sampling and digital services.
  • Global Reach: With an extensive network of retailers worldwide in over 70 territories, we can open up a global audience for your magazine.

Our Story



1986
Early Days

Frontline began as a division of magazine publisher EMAP.

1988
New Partnerships

Momentum continues to speed up as Haymarket Media Group becomes Frontline’s first joint venture partner, and two years later BBC Worldwide/Immediate Media join the family.

1994
3rd Party Expansion

Seymour Distribution emerged as a joint venture between Frontline and Hachette Distribution Services, allowing us to extend our distribution services across the UK and internationally to independent publishers.

1997
Evolvement

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

2008
BAUER On Board

Bauer Media acquires the EMAP magazine division and join the Frontline Group.

2013
Frontline Cements SEYMOUR Ownership

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

2016
DC THOMPSON

We start to distribute the DC Thompson portfolio internationally and subsequently win the UK contract in 2019.

2017
Broadening The Marketing Mix

The purchase of Gold Key Media and Routes to Retail in 2017 extends our reach into hotels, offices and new retailers, with a range of new brand activation services.

2017
CONDE NAST & HEARST

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

2022
Diversification

We roll out our retail solutions to other categories starting with DVD’s at Tesco

2023
Diversification Builds

We continue to expand further into non-grocery retail category solutions and provide a full retail category solution for Morrisons and their Home Entertainment and Books categories.

2023
WHS HS

Vinyl in WHS HS in 150 stores October 23

2024
Waitrose

Books at Waitrose February 2024

Meet The Team


Frank Straetmans


Chief Executive Officer

After enjoying a 15-year long exciting, global career in automotive and consumer goods supply chain and commercial operations, I found my home at Frontline. To be a part of such a dynamic and driven team is highly motivating, rewarding and inspiring.

At Frontline, we all share a passion to innovate and to exceed expectations of all our clients; we constantly strive to make positive and valuable change.

The driving force behind our business is the collective power of our incredibly talented teams and their endless creativity and ambition. Together we truly live our “can do” and “be the difference” values.

My role is to foster a supportive and encouraging environment that empowers everyone to continuously develop, progress and push boundaries.

Looking towards the future, I am extremely excited about the enormous possibilities and opportunities it holds for our business both in our core media distribution markets but also in our new channels and categories.

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 in 2000 having previously worked as Circulation Director Asia Pacific for USA Today and as Deputy Managing Director Johnsons Inflight. Having started and built the business up we became part of the Frontline Group in 2017. Gold Key Media’s service offering has evolved quite dramatically in recent years. In particular the innovative digital media platform pioneered by GKM is now available in some of the finest hotels across the world, spanning five continents. I still retain the same passion, drive and entrepreneurial flair that I had when I set up the business all those years ago and I continue to lead a highly skilled and creative team who share that passion.

Chris Horn

Managing Director Gold Key Media

Tracy O’Sullivan


Managing Director Seymour UK and Seymour International

I can honestly say in the over two decades that I have been leading the Seymour business that no two years have been the same, rarely two months! I joined with a background in soft drinks and food, where launches were massive but few in number to an environment where nearly every week there is a new magazine or bookazines being discussed. It’s true less people are reading magazines than when I joined the business, but it makes it no less exciting and definitely makes us more innovative. Twenty years ago nobody had heard of a bookazine now we are distributing over 500 a year.

I am lucky to lead a team of passionate people who are highly skilled, creative and have a thirst for insight and to work with some of the most innovative clients, from big global companies to owner managed businesses. We don’t just have responsibility for the sales and marketing of over 100 clients’ titles in the UK, but we also have the challenge (and fun) of exporting them to around 70 markets globally.

Over the last couple of years my role has expanded to influence our Group strategy with regards to our social and environmental responsibilities. This has led me to leading a cross company group of 25 ED&I advocates as well as being part of our environmental steering group. It’s one of the exciting things about being part of the Frontline Group there are always opportunities to get involved and widen your role and have your say on areas that are important to you.

Tracy O’Sullivan

Managing Director Seymour UK and Seymour International

Paul Sadler


Managing Director Routes to Retail

Do you have a commercial or operational model that isn’t working … call Routes to Retail!  Whether that be in the world of newspaper and magazines, Books, Film, Music or more, 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.  10 years at a Publisher working across distribution, advertising, marketing, and P&L management led me to the Frontline Group in 2009, working across retail and wholesale to then taking on the reigns as MD of Routes to Retail.  Never a dull moment, and full of rewarding achievements across the business that is so inspiring to be part of.

Paul Sadler

Managing Director Routes to Retail

Fiona Winchester


People and Culture Director

In a business that is constantly evolving, seeking new challenges, and striving to be the best; there’s never a dull day for the People Team.  We’re constantly challenged to have processes, policies and initiatives that are not only aligned to our exciting business strategy, but support and grow the culture our people tell us we need to continue to build on our success.

With a career spanning publishing and distribution, it’s been fast paced, and an incredible journey of learning and discovery.   For me as an HR professional, the breadth of my role as People and Culture Director and the journey with this business to achieve that, has been inspiring and has given me the reason to want to come to work every day for the last 25 years.  At the Frontline Group we have the very best talent, who are passionate about what they do, genuinely work together to create somewhere we all want to be, working for a business that truly knows the key to its success is its people.

Fiona Winchester

People and Culture Director

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