Smollan Acquires Híbrido | Expanding Digital Capabilities in Brazil & Latin America
Smollan Acquires Híbrido | Expanding Digital Capabilities in Brazil & Latin America

Johannesburg, South Africa – Global retail specialist Smollan, representing some of the world’s most loved FMCG and commerce brands announced its acquisition of Híbrido, a leading Brazilian ecommerce agency.

Last year Smollan invested in eComplete, a market leader in ecommerce solutions in South Africa, along with a second investment in the digital commerce arena partnering with, a full-service Amazon Agency hailing out of Australia and a specialist in managing brands on Amazon.

With the latest acquisition of Híbrido, Smollan continues to build out its vision to be their clients preferred service provider for ecommerce marketplaces, D2C and B2B. Building through investment, a global cluster of digital commerce capabilities and a leading omnichannel partner for brands. In this instance through a specific digital commerce solution and geographic presence.

Mike Smollan, Chief Growth, and Innovation Officer Smollan said, “This is an exciting time as we partner with Híbrido that in a relatively short nine-year period has become a leading tech, performance, and design solutions provider and whom we warmly welcome onboard. It’s our strategic intention to invest in businesses and founders that are leaders in their fields such as Híbrido, as we believe in exponential opportunity that also allows us to scale our network and reputation. Cross-pollinating capabilities, expertise and thought leadership to provide world class solutions to ultimately help brands adapt quickly to new consumer demands and behaviours.”

Founded almost ten years ago, Híbrido has grown to a team of more than 80 professionals focused on digital commerce, specialising in implementing cutting-edge digital commerce technologies such as Adobe Commerce and Vtex. In addition to their expertise in technology, they also offer a range of services in performance and consulting, including UX design, growth strategies, paid media management, digital strategy, CRM, SEO, and Digital trade marketing.

In doing so, they have partnered with more than 500 companies to achieve better results, scale and profitability through online channels and strategies such as B2B, B2C, and marketplaces. Matched by an impressive track record of growth and recognition in the industry, Híbrido has been awarded a Great Place to Work for three consecutive years and is a robust Google Premier Partner and Meta Business Partner.

“When we look at our growth strategy, we know that being part of a global group and a consolidated global structure becomes fundamental. We are delighted to be part of the Smollan Group, a company that shares our passion for delivering innovative and effective solutions that help businesses grow, while we find in Smollan a strong alignment in culture and values,” says Nícolas Tamanini Marchewsky, co-founder and CCO of Híbrido.

Smollan has been operating in Brazil for 10 years through its local business, Smollan iTrade, which will add its layer of data from offline point of sales to offer brands a truly data-driven service.
“We have always relied on data to seek success in the actions we develop in trade marketing. Now, with this increased online presence, we will be able to effectively track the shopper both in the physical and digital worlds. It truly compliments our portfolio, as we will promote new measurement KPIs with the potential to further improve our clients’ sales,” emphasized Stenio Souza, CEO of Smollan iTrade.

With the combined wealth of global ecommerce and retail experience between Smollan and Híbrido, this dynamic partnership is set to drive online marketplace success for retailers and brands. “I’m thrilled through this Smollan partnership, to be part of global best practices and connect with best-in-class solutions. To become a one-stop-shop and partner in digital commerce, sharing a high-performance team to increase results in competitive markets,” says Rhuan Willrich, co-founder, and CEO of Híbrido.

A global business that connects people, brands, and opportunities in 72 countries with over 80 000 feet on the ground helping brands sell and market better to unlock growth at the point of purchase. Smollan builds global partnerships based on expertise and excellence, trusted with clients’ brands where it counts, as the face of the consumer – working to translate brand and sales strategy, into retail strategy and execution across channels and categories. They create growth and transforms lives by building a diverse, inclusive, and sustainable business, powered by people who are passionate about creating these opportunities. Not only measured in economic returns, but in the people they impact and the path to purpose approach they take towards the Earth’s resources.

Híbrido is a digital commerce company based in Brazil. Created nine years ago in Brusque, Santa Catarina, the Company has multiplied to become a leading tech, performance, and design solutions provider, partnered with Adobe, Vtex, Google, and Meta. Híbrido is known for its innovative and effective solutions that help businesses grow in B2B, B2C, and marketplaces. More than 80 specialists help over 40 enterprise brands, like Roca, Grupo Petrópolis, Metalfrio, Simpress, and Queensberry, to reach their full potential with different services.