GLOBE GROUPE becomes a global european Travel Retail partner

GLOBE Groupe, Europe’s leading shopper marketing and sales group, has acquired Synergy Promotions, a leading UK’s travel retail provider. This acquisition opens the doors to all UK airports, including Ireland, and is an important step in the European growth strategy of GLOBE Groupe.

With over 20 years of experience in travel retail, GLOBE Groupe already operates in France, Switzerland and Germany through its subsidiary GLOBE Travel Retail headed by Cyril Coulareau who will take over the management of the future entity. It was therefore only natural that the group’s management decided to focus on the UK, a major European hub.

The challenges of Travel Retail

Travel Retail is dominated by large players such as airports, brands and retailers. A community of small service subcontractors has developed around this ecosystem without having the capacity to answer in a global way, but rather in a localised way. Their capacity for action is limited and the crisis has also highlighted their fragility. Today, Travel Retail is waiting for a multi-trade and multi-geographic response to which they are not able to respond. GLOBE Groupe aim to establish itself as a long-term European partner.

An integrated offer based on four pillars:
Data, Operational Excellence, Geographic Coverage and Inclusive Recruitment

Discussions between GLOBE GROUPE and Synergy began during the health crisis, at a time when consolidation in the industry seemed inevitable to meet the challenges of the market. With this merger, Jeremy Dahan, President of GLOBE Groupe and John Elliott, Chairman of Synergy Promotions are keen to combine their operational and commercial expertise to address local demands and satisfy clients who wish to rapidly roll out their activations/sales across Europe.

Driven by common values, the two experts are committed to putting people at the centre of their concerns and have the ambition to continue to develop the digitalisation of processes and analysis of passenger and traffic data to help brands and retailers optimise their commercial performance.

The retail experience is also a hot topic. Omnichannel approach, the shopper journey, pop up store, storytelling have become essential to seduce the traveller and conclude the sale.

“As we have internalised all the strategic steps from conception to production, we can offer the same quality and performance in Zurich, Paris and now London,” says Jeremy Dahan.

“The travel retail business will keep on growing and we are preparing for it. For the market, this merger is the best of both worlds, expertise, agility and, above all, the power of an offer that responds to all of our clients’ sales challenges. It’s a real plus for our clients and an opportunity for our teams”. Adds John Elliott

GLOBE GROUPE and Synergy’s main clients include: L’Oréal, Puig, MHD, Mondelez, LVMH, Samsung…