Surefront

Surefront is a B2B software company based in Pasadena, California, founded in 2015 by Luke Wang and Douglas Heckmann. The company offers an all-in-one Merchandising Operations (MerchOps) system designed to enhance collaboration among retailers, brands, and suppliers. By replacing disconnected tools like spreadsheets and PDFs, Surefront's cloud-based platform streamlines merchandising, product development, and wholesale operations.