Smollan, a leading global provider of outsourced, integrated sales and marketing solutions, today announced the acquisition of Optimizon, a UK-based marketplace agency specialising in helping brands maximise their performance on platforms such as Amazon, Walmart, TikTok Shop, and other key online marketplaces.
Founded in 2016, Optimizon is a specialist agency dedicated to helping brands achieve success in the digital economy. Offering a ‘one-stop-shop’ solution, Optimizon provides strategic consultancy, creative content, performance marketing, and account management services to increase visibility, sales, and profitability for its clients.
With a team of marketplace experts bringing over 60 years of combined experience, the agency has developed a strong reputation for a data-first approach using its proprietary tech Nozzle, which focuses on core metrics such as contribution margin and customer lifetime value for both established and emerging consumer brands in CPG/FMCG categories.
The acquisition represents a significant milestone in Smollan’s rapidly expanding digital commerce offering, reinforcing its position as a global leader in shaping shopper experiences across both physical and digital channels. By combining Smollan’s global scale and operational excellence with Optimizon’s specialist marketplace knowledge, the partnership will accelerate innovation and create integrated, end-to-end solutions that help brands win in an increasingly competitive retail landscape.
Nicky Sanderson commented:
We are excited to welcome Optimizon into the Smollan family. This acquisition supports our strategy of expanding our digital commerce capabilities while maintaining our commitment to delivering growth for our clients at all points of purchase. A brand can now leverage our in- store merchandising and field sales teams while simultaneously using Optimizon’s marketplace expertise to drive online sales, creating a seamless omni-channel strategy. Optimizon’s expertise in online marketplaces enhances our ability to deliver greater value and unlock new opportunities for growth.”
The investment extends Smollan’s digital commerce reach and strengthens its role as a partner to brands navigating omni-channel retail by combining innovation, advanced technology, and local expertise.
James Pitts-Drake, the CEO and Founder of Optimizon added,
Smollan’s strategy and values are perfectly aligned with ours. Partnering with Smollan provides us with the scale and resources to expand our services while continuing to deliver exceptional results for our clients. Together, we can unlock new opportunities for growth and innovation in the rapidly evolving digital commerce landscape.
