Birth of a Leader in Shopper Marketing and Sales Force in France

GLOBE GROUPE, a pioneering and recognised player in Shopper Marketing in France, has taken a decisive new step in its development. With the acquisition of a majority stake in TechSell, a specialist in B2B and B2C sales forces, the group consolidates its ambition to become the French and European leader in Shopper and Sales activation.

A landmark operation shaping the New Retail market

Backed by Andera Partners, its reference shareholder, this strategic move creates a combined entity generating nearly €80 million in revenue, with 230 employees and more than 100 active clients, including Adidas, L’Oréal, Dyson, Coca-Cola, Google and Danone.
By bringing together two historically separate areas – Shopper Marketing and Sales Force outsourcing – GLOBE GROUPE is following in the footsteps of major US players, offering an integrated, omnichannel service perfectly aligned with the challenges of New Retail: phygital, connected, experiential and data-driven.

Complementary expertise and strong synergies

Founded ten years ago, TechSell has established itself as a key player in commercial outsourcing, sales activation and merchandising, today employing nearly 490 people. Its portfolio, dominated by global tech brands such as Google, Dyson and Philips, complements that of GLOBE GROUPE, which has traditionally focused on food and beauty.
“With TechSell joining the group, we are inspired by the US model of fully integrating Shopper activation services, from business intelligence to field implementation,” says Jérémy Dahan, founder of GLOBE GROUPE.

Ambitious growth targets ahead

The new entity is targeting €150 million in revenue within 3–5 years, through both organic growth and further international acquisitions. Governance remains strong: the majority of the capital is still held by Jérémy Dahan and the group’s management, alongside Andera Partners (45%).
“In a retail sector undergoing profound transformation, GLOBE GROUPE provides concrete answers to brands’ needs for immediacy, ROI and field efficiency,” adds Jérémy Dahan.

Iconic brand activations

In recent years, GLOBE GROUPE has stood out with innovative and high-impact activations, such as:

  • St Lazare Market, a pop-up market located in front of the busy Paris station, drawing on 11 million visitors;

  • YSL BeautyTour and Jean Paul Gaultier’s Sailors, immersive luxury and beauty experiences;

  • Fruit Truck Charles & Alice, a consumer roadshow bringing products directly to shoppers;

  • Magnum Pop-Up Store at Carrefour, combining visibility, experience and conversion.

Towards a new standard in Shopper Marketing in Europe

By combining data, creativity and on-the-ground sales force expertise, GLOBE GROUPE and TechSell are shaping the future of integrated Shopper Marketing in Europe. This alliance represents a strategic response to a rapidly evolving market, where omnichannel approaches and customer experience are the keys to brand performance.