Today, we are proud to announce a significant evolution in our European journey as Externalia, Selplus, and Advantage Smollan transition fully to operate under the Smollan name in Spain, Portugal and Europe. This marks an important step in our commitment to deliver one unified, global experience for our clients, partners, and people.

Over the years, Externalia, Selplus, and Advantage Smollan have built strong reputations in their local markets, delivering exceptional retail execution, sales, and activation solutions. Having been part of our group through Advantage Smollan, they have contributed greatly to our footprint in Spain, Portugal, and wider Europe. Now, they take the next step forward, joining us under one masterbrand: Smollan.

This is not just a rebrand; it is a strategic alignment,” said David Smollan, “By uniting our European businesses under one identity, we are reinforcing our promise of consistency, insight, and innovation across every market we serve.”

As retail becomes increasingly global, our clients are looking for seamless delivery, shared intelligence, and the ability to scale across borders. Operating under multiple local brands created fragmentation. By consolidating, we remove complexity and position ourselves as one clear, recognisable partner.

This change ensures one brand and one consistent standard across Europe, providing faster access to shared capabilities, data, and innovation, while preserving strong local delivery backed by global strength.

While our external identity evolves, our foundations do not. The teams from Externalia, Selplus, and Advantage Smollan remain in place, the same people, the same expertise, the same deep understanding of their markets. What strengthens, is access to broader networks, cross-market collaboration, and global best practices.

This transition also opens new horizons for our people. As one Smollan, we create greater pathways for career growth, capability building, and international mobility. We believe that culture, talent, and purpose drive our performance, and this unified brand strengthens those commitments.

With this step, we begin an exciting new chapter in Europe. By bringing Externalia, Selplus, and Advantage Smollan into one Smollan identity, we strengthen our ambition: to shape the future of retail, deliver growth for our clients, and create meaningful impact for our people.