CFI advised Selsoft Shareholders on the sale of a majority stake to Advantage Smollan

Lisbon – CFI is pleased to announce it acted as the exclusive corporate finance advisor to the shareholders of Selsoft on the sale of a majority stake to Advantage Smollan Group.

Selsoft was launched in 2012 and is a software company, dedicated to develop sales technological tools to optimize sales processes.

Advantage Smollan is a jointly-owned holding company of Advantage Solutions (Advantage) and Smollan Group (Smollan), that provides unified sales, marketing, and technology solutions for consumer goods manufacturers and retailers across Europe.

Founded in 1987, Advantage Solutions is a premier sales and marketing solutions company committed to building brand value for their clients and customers. Advantage’s customized sales and marketing solutions include headquarter sales, retail merchandising, and marketing services such as shopper, experiential, digital/social, and multicultural marketing, for the grocery, drugstore, club, convenience, natural/specialty, consumer electronics, home center, and foodservice industries. Headquartered in Irvine, California, Advantage has more than 45,000 associates and offices throughout the United States and Canada.

Smollan was founded in 1931 as a Regional South African based sales agency. Today, Smollan is an international retail solutions company that delivers growth for retailers and brand owners across five continents through leading solutions in field sales and retail execution, activation, information and technology. With extensive industry experience, an exceptional human platform of over 60,000 employees and sophisticated systems, Smollan has provided consistent service excellence to retailers and manufacturers for three generations. They see themselves as the pivot point where the retailer, brand owner and shopper intercept. Smollan also has a well-established and very successful partnership (since 2009) with the global leader in advertising and marketing services, namely WPP plc (WPP).

CFI Portugal was hired by Selsoft as their exclusive financial advisor on the company’s sale process. CFI Portugal scanned the market and found several potential buyers. The negotiations led to the acquisition of a majority stake by Advantage Smollan.

The transaction closed on 4 February 2016.