Advantage and Daymon in service provider mega-merger

Mike Troy
Editorial Director
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Tanya Domier, CEO, Advantage Solutions

Two of the nation’s leading providers of services to the retail and consumer goods industry have joined forces to create an organization described as having the furthest reach, deepest insights and broadest services.

Advantage Solutions and Daymon Worldwide have joined forces in what the companies are calling a milestone moment for the consumer goods and retail industries because the combined entity is said to offer the most comprehensive suites of brand and retailer services in the U.S. and internationally.

Advantage is a leading North American provider of business solutions to consumer goods manufacturers and retailers, offering services that include headquarter sales representation, business intelligence, merchandising, and marketing solutions. Daymon is a leading solutions provider to retailers and brands, having been at the forefront of the private brand industry since 1970 and offering a global service portfolio that includes strategy and insights, sourcing, packaging and branding design, in-store retail execution, and consumer experience marketing.

“Today’s evolving, omni-channel landscape requires new, innovative solutions and together, Advantage and Daymon will provide the furthest reach, deepest insights, and broadest services – a collaborative effort that far exceeds what the organizations could achieve individually,” said Tanya Domier, Advantage CEO. “Combining Advantage’s strengths in brand-centric sales, marketing, and technology solutions with Daymon’s strengths in retailer-centric solutions creates the strongest provider of manufacturer and retail services in the industry. The separation between brand-centric and retailer-centric businesses will enable each to focus on its core competencies while leveraging back-office scale.”

“Associates at Advantage and Daymon are aligned in their unstoppable drive to ensure that the return on investment for our business partners is greater than ever and that cash registers ring louder and more often,” said Jim Holbrook, Daymon CEO. “We all look forward to serving clients and customers with the best possible solutions to help drive their businesses – that is our commitment.”

As part of the agreement, the current equity investors in Daymon will become part owners of the holding company for Advantage and appoint members to its board of directors. Daymon will continue to operate as a separate legal entity headquartered in Stamford, Conn.

The combination will operate in more than 45 countries including multiple joint ventures and constitute the only global solutions company with both brand-centric and retailer-centric services.