Birth of a Leader in Shopper Marketing and Sales Force in France
GLOBE Group, claiming to be the leading Shopper Marketing group in France (with expected revenues of 45 million euros this year), announces a majority stake in TechSell, an agency specializing in BtoB and BtoC sales forces, which aims for 35 million euros in revenue.
Meeting the needs of New Retail
This operation, supported by Andera Partners, the main shareholder of GLOBE, aims to create “a French leader in Shopper and Sales, with a turnover close to €80 million for 230 employees and over 100 active clients, including Adidas, L’Oréal, Dyson, Coca-Cola, Google, and Danone. Following the model of major American Shopper Marketing players, GLOBE is establishing the first group in Europe entirely dedicated to Shopper and Sales, two historically segmented market segments.
The Group, located in about a dozen cities in France, Germany, and Switzerland, can now offer clients of its various agencies an integrated service for transforming the commercial strategy of brands focused on shoppers,” explains the acquirer in a statement. The organization feels equipped to “meet the needs of New Retail: Phygital, connected, experiential, Omnichannel…
Complementary professions and expertise
Anne-Sophie Hue Desarbres and Vincent Baudrat, co-founders of TechSell, remain at the helm of the company, which was created 10 years ago, focusing on commercial outsourcing, sales activation, and sales forces (490 people) in B2B, B2C, and merchandising. These professions are highly complementary to those of their acquirer, just like Techsell’s client portfolio, primarily from the tech industry, including Google, Adidas, Dyson, and Philips, while GLOBE was more focused on food and beauty. “With the arrival of Techsell, we are inspired by the US model, which relies on a total integration of shopper activation professions, from business intelligence to on-the-ground implementation,” says Jérémy Dahan, founder of GLOBE.
The new partnership has big ambitions, aiming for a revenue target of 150 million within 3 to 5 years through acquisitions abroad, supported by Andera Partners, which holds 45% of the capital alongside the founders. The majority remains in the hands of Jeremy Dahan and the group’s managers. “In a retail industry undergoing transformation, GLOBE Group provides a response to the needs for immediacy and ROI in the field,” continues Jérémy Dahan. Among the group’s recent achievements, he mentions the St Lazare Market, which will feature a pop-up store market in front of the station before the holidays to capitalize on the influx of 11 million visitors, as well as the YSL Beauty Tour, the Jean Paul Gaultier Marins, the Charles and Alice Fruit Truck roadshow, and finally the Magnum Pop-Up Stores at Carrefour (Carrefour Podium).
