We’re excited to share an important milestone in Optimizon’s journey: we have officially joined the Smollan family.
Smollan, a leading global provider of outsourced, integrated sales and marketing solutions, has acquired Optimizon as part of its rapidly expanding digital commerce offering.
For our clients and partners, everything you already know about Optimizon remains the same — our people, our expertise, and our commitment to helping brands succeed on marketplaces such as Amazon, Walmart, TikTok Shop, and more. What changes is the added strength of Smollan behind us: greater resources, global reach, and new opportunities to deliver even more value.
Founded in 2016, Optimizon has built a reputation for helping brands achieve success in the digital economy with a comprehensive ‘one-stop-shop’ approach. Our services span strategic consultancy, creative content, performance marketing, and account management, all underpinned by our proprietary tech Nozzle. With over 60 years’ combined marketplace experience, we’re proud to have supported both established and emerging brands in driving visibility, sales, and profitability.
The acquisition reinforces Smollan’s position as a global leader in shaping shopper experiences across both physical and digital channels. By combining Smollan’s 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 thrive in an increasingly competitive retail landscape.
“We are excited to welcome Optimizon into the Smollan family,” said Nicky Sanderson, Smollan Europe CEO. “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.”
“Smollan’s strategy and values are perfectly aligned with ours,” added James Pitts-Drake, Optimizon CEO & Founder. “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.”
About Smollan
Founded in 1931, Smollan is a leading global commerce solutions company delivering growth for retailers and brand owners across multiple continents. With a presence in more than 60 markets, Smollan partners with many of the world’s most recognised brands to create and execute end-to-end solutions that drive shopper engagement and sales.
Its expertise spans retail execution, technology, digital commerce, field marketing, and customer experience. Combining global scale with local knowledge, Smollan is committed to shaping the future of retail by connecting people, brands, and opportunities through innovation, operational excellence, and a strong entrepreneurial spirit.
Learn more at smollan.com.
See Smollan’s official announcement here.
