Advantage | Smollan acquires COMBERA Group


Transaction ramps up Advantage Smollan's footprint, enabling it to work with customers across Europe. 

Advantage Smollan Limited, the joint holding company between Advantage Solutions (Advantage) and Global Smollan Holdings (Smollan), has acquired 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. 

Advantage Smollan provides outsourced sales, marketing, and technology solutions for consumer goods manufacturers and retailers in Europe, and with completion of the Combera acquisition has 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.

"The addition of Combera to our portfolio dramatically changes our presence and scale and gives us the widest reach across Europe in our space" said Laurence Clube, Chief Operating Officer of Advantage Smollan. "Combera also brings to the wider Advantage Smollan group its many best practices and additional reach through its partnership network which opens the door to future growth opportunities. The transaction represents a big step forward on our vision to provide comprehensive solutions across Europe and globally through the larger partnership between Advantage and Smollan."

"In order 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 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 enlarges the global footprint of this joint journey" highlighted 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.

About Advantage Smollan

Founded in 2015, Advantage Smollan is the joint holding company between Advantage Solutions (Advantage) and Global Smollan Holdings (Smollan) that provides unified sales, marketing, and technology solutions for consumer goods manufacturers and retailers across Europe.  Advantage Smollan offers the industry's best capabilities and technology along with the local knowledge to address the unique dynamics of individual markets.  The company combines Advantage's and Smollan's best practices and resources with the extensive experience and market leadership of each portfolio company – all aligned in service excellence, thought leadership, and entrepreneurial spirit to deliver better results for clients and customers.  For more information on Advantage Smollan, visit  For more information on Advantage,  For more information on Smollan, visit


About Combera Group GmbH

Combera was founded in Munich in 1976 with a mission to upgrade the sales model through outsourced services. Since then the company has diversified in service areas and geographical coverage but remained committed to the original goal of delivering sales solutions at the Point of Purchase. In early 2000's Combera started its international journey by successively partnering with local entrepreneurs in other countries.  Through its partnership network Combera is a leading provider across Europe of Field Marketing Services and Solutions, to leading multinational brands with solutions for shopper engagement, availability, activation and auditing. For additional information visit


written by Poellabauer Romana (4 posts)

Similar stories from Planet COMBERA
Hamilton Bright, acquisition, Advantage Smollan, Combera Group, POS, point of sale, field marketing

Advantage | Smollan acquires Hamilton Bright >

Advantage, Smollan, Combera, Kauf, Acquisition, Europe, Coverage, Field Marketing, Sales Outsourcing

Advantage | Smollan acquires COMBERA Group >

outsourcing, combera group, tic nica, coca cola, BPaaS, BPO, activation, availability, audits

Outsourcing, Epilogue: A world without outsourcing >

chain,value,episode,outsourcing, sales, field marketing, value chain, value grid, business ecosystem, BPaaS, BPO

Outsourcing, Fourth Episode: The Value Chain >

outsourcing, field marketing, combera group, shopper behaviour, BPaaS, BPO, value web, business ecosystem

Outsourcing, Third Episode: Why Outsource. >

buying, service, like, episode, second, outsourcing, fieldmarketing, market share, budgeting, outsourcing, BPaaS, BPO, value chain, value web, business ecosystem

Outsourcing, second episode: It is not like buying a service >

European fieldmarketing, COMBERA Group, Europe, purchase, market share, franchise, brands, strategy, outsourcing, BPO, BPaaS, value chain, value web, business ecosystem

Outsourcing, First Episode: The beginning >