Combera Becomes Smollan: Expanding Retail Solutions in Germany

International retail solutions specialist Smollan is strengthening its brand presence in Germany and bringing all point-of-purchase activities under one unified global brand. Effective 1 October 2026, Combera GmbH will officially operate under the Smollan name. This marks an important milestone in the Group’s strategic development, enabling it to offer retailers and brand manufacturers a seamless, cross-border portfolio of services.

Following markets including the UK, Southern Europe, and Central and Eastern Europe, Germany becomes the tenth European market in which the business operates fully under the global Smollan brand. This reinforces Smollan’s ambition to provide clients across Europe with an innovative, connected and scalable range of services.

Combera has been an integral part of the Smollan group of businesses for more than a decade and brings a 50-year track record in German retail. The unified brand identity now makes this relationship clearly visible externally. Clients benefit from direct access to international resources, advanced technologies, extensive market expertise and the Group’s global network.

In an increasingly dynamic market environment, brands and consumer goods manufacturers are operating more and more across national borders. This is driving demand for trusted partners that combine global reach and consistently high standards with deep local market knowledge. The move to Smollan creates the foundation for clients in Germany to access the full range of data-driven and technology-enabled retail solutions available across the Group.

“By uniting our European businesses under one identity, we are reinforcing our promise to provide our clients in every market with consistency, meaningful insights and innovation,” said David Smollan, CEO of Smollan.

The change is an important part of Smollan’s global transformation towards an integrated, data-driven organisation. Its service portfolio is focused on three strategic core capabilities:

Sales & Merchandising: Effective field sales management, in-store merchandising and tailored sales solutions designed to optimise presence at the point of purchase.
Activation & Experience: Experience-led brand activations and promotions designed to increase consumer engagement across all relevant touchpoints.
Data & Technology: AI-powered analytics, business intelligence and digital tools that provide greater transparency and enable automated processes at the point of purchase.

For existing clients in Germany, continuity remains a key priority: trusted contacts, experienced project teams and extensive expertise in the German market will remain fully in place.

“For our clients, this is much more than simply a new name,” said Max Chambers, Managing Director of Smollan in Germany. “We are combining 50 years of experience in the German market and the strength of our local teams with the opportunities of a global network. Germany is a key pillar of our European growth strategy. Operating under one brand will enable us to leverage synergies even more effectively and give our partners even more direct access to advanced technologies, pioneering innovations and best practices from more than 60 markets. This will enable us to support them even more comprehensively and sustainably in succeeding at both the physical and digital point of purchase.”

About Smollan

Smollan is a leading international retail solutions partner with more than 90 years of experience, helping some of the world’s leading brands achieve sustainable success at the point of purchase. The company operates in more than 60 countries, works closely with over 500 global and local brands, and employs more than 90,000 people worldwide.

By combining intelligent, end-to-end retail execution with advanced data analytics, leading technology and human expertise, Smollan seamlessly connects physical and digital retail channels. Its comprehensive service portfolio spans three core areas: Sales & Merchandising, Activation & Experience, and Data & Technology.

For more information, visit smollan.com.