As Smollan’s brand journey across Europe continues, we are proud to announce expansion into further markets, with REL in the United Kingdom and Ireland and Hamilton Bright in the Netherlands and Belgium transitioning fully to operate under one unified Smollan brand.
As two of Europe’s largest and most influential markets, the UK and Ireland, along with the Benelux region, now join Southern Europe and CEE, which completed transitions in October 2025 and earlier this January. Together, these milestones represent a major step toward establishing a fully unified Smollan presence across Europe.
Over the years, REL and Hamilton Bright have built strong and trusted reputations in their respective markets, delivering excellence across retail execution, sales and activation. Each business has played a critical role in our European growth and continues to be recognised for deep local expertise and strong client relationships. Now, these teams move forward under one master brand, strengthening alignment and creating a clearer, more connected presence across Europe.
“This transition is about creating consistency and leveraging scale, while protecting local knowledge and client intimacy, which makes our local operations strong,” said Nick McGrath, UK Managing Director. “By coming together under one brand, we are better positioned to support our clients as their needs continue to evolve across markets.”
As clients increasingly operate across borders, they are looking for seamless delivery, shared insight and connected ways of working. Aligning under one brand strengthens our ability to deliver consistent standards, faster access to capability and innovation, and a more streamlined experience across Europe.
“This move allows us to combine strong local insight with the power of a broader network,” said Jan Kalter, Managing Director Netherlands. “It gives our clients confidence that they are working with one connected partner, supported by global capability.”
While the brand identity evolves, the foundations remain unchanged. The same teams continue in the market, supported by the same leadership and local expertise our clients trust. What changes is access to a wider network, deeper collaboration and a stronger platform for growth.
“For our people, this transition opens up new opportunities,” added Andy Hoekstra, Managing Director Belgium. “Being part of one unified brand across Europe creates more room for collaboration, learning and career development.”
This milestone represents another step forward in building a connected European business. With Southern Europe and CEE already unified and the UK, Ireland and Benelux now aligned, we strengthen our commitment to delivering one consistent, connected experience across every market we serve.
