Global Alliance


The strategic international partnership between Advantage Solutions and Global Smollan Holdings represents the first and only global provider of innovative outsourced sales and marketing solutions for consumer goods companies and retailers. Together we are able to work with our clients and customers globally.


About Advantage Smollan

Founded in 2015, Advantage Smollan is a jointly-owned holding company of Advantage Solutions (Advantage) and Smollan Group 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.

About Advantage Solutions

Founded in 1987, Advantage Solutions (Advantage) is a premier sales and marketing solutions company committed to building brand value for our clients and customers. Advantage’s customized sales and marketing solutions include headquarter sales, retail merchandising, and marketing services such as shopper, experiential, digital/social, and multicultural marketing for the grocery, drugstore, club, convenience, natural/specialty, consumer electronics, home center, and foodservice industries. Headquartered in Irvine, California, Advantage has more than 50,000 associates and offices throughout the United States, Canada, and Europe.

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About Smollan

Smollan was founded in 1931 as a Regional South African based sales agency. Today, Smollan is an international retail solutions company that delivers growth for retailers and brand owners across five continents through leading solutions in field sales and retail execution, activation, information and technology. With extensive industry experience, an exceptional human platform of over 60,000 employees and sophisticated systems, Smollan has provided consistent service excellence to retailers and manufacturers for three generations. We see ourselves as the pivot point where the retailer, brand owner and shopper intercept.

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