About Us

Surefront is the only all-in-one MerchOps system to streamline merchandising, product development, and wholesale operations for retailers, brands, and suppliers.

The company’s origin dates back over a decade, when its Founder and President Luke Wang, a Caltech Ph.D., experienced firsthand that the trillion dollar retail industry relied on emailing spreadsheets and PDFs back and forth to develop products, manage assortments, and place orders. With a vision to equip the global supply chain with the latest and greatest of cloud computing, he teamed up with Douglas Heckmann, Chief Solutions Officer, to build a “Bloomberg® Terminal” to transform vendor collaborations, and became Surefront - Suppliers and Retailers Frontline. Their pioneering innovation in multi-organization collaboration technology is exemplified by a large patent portfolio that defines the future of enterprise software - automating mission-critical external business processes such as buy and sell are much more important than internal processes, the focus of the past.

Created specifically for Buying Teams, Product Designers, and Sales Professionals, Surefront replaces disconnected tools, siloed data, and chaotic workflows with a unified Merchandising Operation System (MerchOps) with comprehensive capabilities:

Today, Surefront delivers better assortments, higher margins, and faster sell-through for hundreds of retailers, brands, and suppliers around the world. On average, users log in over 1,000 times per year, spending more than 3 hours per day on the platform, a testament of its indispensable role in modern merchandising operations.