GLOBE GROUPE becomes a global european Travel Retail partner
A major step forward in its expansion: GLOBE GROUPE, Europe’s leading Shopper Marketing and Sales group, has announced the acquisition of Synergy Promotions, a key player in UK Travel Retail. This strategic move gives GLOBE GROUPE access to all UK airports – including Ireland – and represents an important milestone in the Group’s European growth strategy.
Strengthening expertise in a fast-evolving sector
Already active in Travel Retail in France, Switzerland and Germany through its subsidiary GLOBE TRAVEL RETAIL, led by Cyril Coulareau, GLOBE GROUPE is now expanding into the United Kingdom, one of Europe’s most significant Travel Retail hubs. With over 20 years of experience in the sector, the Group is enhancing its offer around four strategic pillars: Data, Operational Excellence, Geographical Coverage and Inclusive Recruitment.
Discussions with Synergy Promotions began during the pandemic, a period which highlighted the need for market consolidation to address the challenges of the industry. By joining forces, both companies aim to combine operational expertise with commercial strength, delivering both local responsiveness and the capacity for pan-European deployment.
Putting people and innovation first
Sharing common values, Jérémy Dahan, President of GLOBE GROUPE, and John Elliott, Chairman of Synergy Promotions, are committed to placing people at the heart of their strategy. Together, they will continue to drive the digitalisation of processes, harness passenger and traffic data, and support brands and retailers in optimising commercial performance.
The retail experience is also a key focus: omnichannel strategies, storytelling, theatricalisation and customer journey design have become essential to captivate travellers and drive conversion.
“As we have internalised every strategic step, from concept to production, we can now deliver the same quality and performance in Zurich, Paris and now London,” explains Jérémy Dahan.
For John Elliott, this partnership represents a turning point:
“Travel Retail is set to accelerate, and we are ready for it. For the market, this merger brings the best of both worlds: expertise, agility, and above all the strength of an offer that meets all of our clients’ sales challenges. It’s a real advantage for our clients and an exciting opportunity for our teams.”
A global answer to a fragmented market
In a sector dominated by airports, manufacturers and retailers, many smaller subcontractors lack the ability to provide multi-country, multi-service solutions. The pandemic also exposed the fragility of this fragmented model. By uniting, GLOBE GROUPE and Synergy Promotions aim to fill this gap with an integrated, pan-European and long-term Travel Retail solution tailored to the needs of leading industry players.
Their client portfolio already includes L’Oréal, Puig, MHD, Mondelez, LVMH, Samsung, among other international brands that will now benefit from the combined strengths of the two agencies.
A clear ambition: becoming the Travel Retail partner of choice in Europe
With this acquisition, GLOBE GROUPE establishes itself as a key player capable of delivering both global reach and local expertise – addressing the market’s growing demands for performance, digitalisation and customer experience.
