To to provide our enterprise clients with holistic retail sales, technology and reporting solutions on a global scale, we must have the absolute best local leadership, talent and resources on the ground in Europe."

LONDON — Advantage Smollan Limited, the joint holding company between Advantage Solutions and Global Smollan Holdings, announced today its pending acquisition of Combera Group GmbH. Combera is a specialist in outsourced sales, merchandising, auditing, activation and engagement with operations in 13 European countries and a partnership network that extends to many more. The completion of the acquisition is subject to customary closing conditions, including receipt of all necessary regulatory approvals.

Advantage Smollan provides outsourced sales, marketing and technology solutions for consumer goods manufacturers and retailers in Europe. After completion of the Combera acquisition, Advantage Smollen will have operations in 15 European countries, including the United Kingdom, Germany, Austria, Poland, Portugal and Russia.

Two years ago, Advantage, which operates in North America, and Smollan, which operates on four continents outside Europe, became the world’s leading retail solutions company when they announced a global partnership that leverages each other’s footprints and best practices to provide seamless global services for deeper, broader strategic partnerships with clients. This included the formation of Advantage Smollan as a unified solution for Europe. After completion of the Combera acquisition, the global partnership spans six continents and more than 35 countries.

“To to provide our enterprise clients with holistic retail sales, technology and reporting solutions in Europe and on a global scale, we must have the absolute best in terms of local leadership, talent and resources on the ground in Europe so that we can enhance our value proposition through our expanded footprint and capabilities while maintaining laser focus on our legacy regions,” said Tanya Domier, Advantage CEO. “We have delivered on this with our acquisitions and leadership appointments to date, from enlisting industry veteran Hans Savonije of Royal Unibrew as the executive chairman, to our pending acquisition of Combera, which has a reputation for excellence and expertise in every country it operates.”

“Our long history and proven capabilities in outsourcing sales solutions across a diversified European cultural landscape will enlarge the global footprint of this joint journey,” noted Sarah Auer, CEO of Combera.

Founded in 1976, Combera’s client portfolio includes some of the leading multinational brands operating in Europe. Given its history, success and footprint, Combera will continue operating under its current name.

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