Daymon has been at the forefront of the private brand industry since 1970."
IRVINE, Calif. — In a milestone moment for the consumer goods and retail industries, Advantage Solutions and Daymon Worldwide announced they are joining forces, resulting in the most comprehensive suite of brand-centric and retailer-centric services in the U.S. and internationally. Terms of the global transaction were not disclosed.
Advantage is a leading North American provider of business solutions to consumer goods manufacturers and retailers, with a suite of technology-enabled services that includes headquarter sales representation, business intelligence, merchandising and marketing solutions from the top-ranked promotions and experiential agency in the U.S. for four consecutive years according to Ad Age.
Daymon is a leading solutions provider to retailers and brands, having been at the forefront of the private brand industry since 1970 and offering a global service portfolio that includes strategy and insights, sourcing, packaging and branding design, in-store retail execution and consumer experience marketing.
As part of the agreement, the current equity investors in Daymon will become part owners of the holding company for Advantage and appoint members to its board of directors. Daymon will continue to operate as a separate legal entity headquartered in Stamford, Conn.
“Today’s evolving, omnichannel landscape requires new, innovative solutions and, together, Advantage and Daymon will provide the furthest reach, deepest insights and broadest services — a collaborative effort that far exceeds what the organizations could achieve individually,” said Tanya Domier, Advantage chief executive officer. “Combining Advantage’s strengths in brand-centric sales, marketing and technology solutions with Daymon’s strengths in retailer-centric solutions creates the strongest provider of manufacturer and retail services in the industry. The separation between brand-centric and retailer-centric businesses will enable each to focus on its core competencies while leveraging back-office scale.”
The combination will operate in over 45 countries including multiple joint ventures and constitute the only global solutions company with both brand-centric and retailer-centric services. Having associates in markets across the Americas, Europe, Africa, Asia, and Australia with intimate global and cultural-specific knowledge uniquely enables Advantage and Daymon to partner with manufacturers and retailers all around the world.
The transaction is subject to customary closing conditions.