Externalia, a Catalan company specializing in commercial and marketing solutions for the consumer goods and pharmaceutical sectors, has placed itself in the hands of the multinational Advantage Smollan to address growth and expand the set of services it has offered since its creation in 2009.
The operation was closed through Advantage Smollan's acquisition of a majority stake in Externalia, less than 75% of the capital, the amount of which has not been disclosed. The rest of the capital remains in the hands of Externalia's shareholders, Javier Vila, founder of the company, and Juan Manuel Recio, also a minority investor partner since 2012 through the Vincle group, a sales automation software company of which Recio is general manager. The entry of the multinational, based in London, will not alter the operations of the Catalan firm, which will continue to be headed by its founder and CEO Javier Vila.
Belonging to a company like Advantage Smollan will boost Externalia's growth, according to Javier Vila. The company, based in Barcelona with an office in Madrid, offers solutions to major brands to be more efficient at points of sale.
The CEO explains that synergies with the multinational will allow Externalia to expand in several ways, through a broader client portfolio and expanded services to more distribution channels and entry into additional activity sectors beyond consumer goods or pharmaceuticals. "Incorporating the know-how and resources of Advantage Smollan will allow us to add even more value to our current and future clients. The only changes our employees and clients will notice will be an even better service and a wider range of solutions," he assures.
First, to be able to offer a wider range of services for the management of Externalia's clients' points of sale, who "although their demand focuses on the basic functions and solutions we already provide, it is true that omnichannel is gaining very significant weight in their sales strategy," comments Javier Vila. Brands are increasing the number of channels for selling their products. Large distribution is losing weight in the overall business, and we detect how they need support in new sales growth avenues such as the Horeca channel or down the trade, those small stores or supermarkets generally managed by foreigners," he specifies.
Synergies with the international group will foster Externalia's sustained growthSecondly, with the synergies between both companies, many of Externalia's current clients, among which stand out, will be able to receive European coverage. the main manufacturers of mass consumption products (80% of the business) and pharmaceutical companies in their positioning in the network of pharmacies"They are brands with an international presence and a very important weight in Europe, and belonging to a group that has been positioning itself in all markets is very important for us," Vila explains, mentioning the international coverage of Advantage Smollan, a firm created in 2015 as a result of thejoint-venturebetween the Californian Advantage Solutions and the South African Global Smollan.
Thirdly, "we are interested in expanding business in Spain with the marketing management of brands from other sectors such as consumer electronics, without neglecting the two areas that now focus our activity," he adds.
Javier Vila acknowledges that Externalia is in a phase of sustained double-digit growth that will lead it, according to forecasts, to a turnover of 15 million euros by the end of 2022, after closing last year at 13 million euros. The group's workforce amounts to 320 people.
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