01. September 2022

AVANTGARDE Group acquires retail growth agency nonplusultra

  • AVANTGARDE expands BrandRetail Services offering
  • nonplusultra enables brands to enter the European market with a full-service offering
  • 360-degree solutions at the interface of the physical and digital worlds

Munich, September 1, 2022 – AVANTGARDE Group acquires a majority stake in the retail growth agency nonplusultra Sales GmbH as of September 1st 2022. With the majority stake acquisition, experience multiplayer AVANTGARDE rounds off its range of services in the BrandRetail Services segment.

The Munich-based company nonplusultra, founded in 2015 by Benjamin Gehring and Florian Hutterer, enables international tech brands such as Meta (former Facebook), Ring (Amazon) or SumUp to successfully launch and grow in European retail, by bundling all relevant services along the marketing and distribution chain into a one-stop-shop solution. From go-to-market strategy, retail growth management (= strategic management of retail partners and online platforms), multichannel marketing, activation at the point-of-sale to retail analytics, nonplusultra takes ownership of all measures as an integral partner.

AVANTGARDE already offers customers a whole range of customized brand retail services – from pop-up to flagship, from creative to operational. As a unique selling point, the new acquisition offers holistic omnichannel services for brands and can, for example, analyze direct correlations between online and offline sales.
Thus, AVANTGARDE is expanding its offering alongside its existing portfolio, which includes the innovation platform The Latest, Slash.Digital as an expert in neuroscience-based online marketing, and Avantgarde PMC, a specialist in performance marketing and data analytics.

“The profound transformation in retail offers space for innovative players designing 360-degree solutions at the intersection of the physical and digital worlds,” says Dr. Marc Schumacher, Co-CEO of AVANTGARDE Group. “With nonplusultra, we found the perfect partner to solve two complex tasks for brands at the same time: expansion into the European market and indirect sales channels. As a result, AVANTGARDE Group is now able to offer a service portfolio that provides future-oriented answers for all challenges in retail.”

Florian Hutterer, Co-Founder and CEO at nonplusultra: „Especially Millennials and Gen Z are hard to reach via conventional marketing channels. We need to address them where they are responsive and open for interaction. Working with AVANTGARDE, we are looking forward to creating powerful shopping experiences and converting consumers into real fans.” Benjamin Gehring adds: “Together with AVANTGARDE we want to path the way to omnichannel for brands and retailers, where purchasing decisions are going to happen at the intersection of physical, digital and virtual channels – a development that requires consistent brand presence on all 3 levels.”


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