Acosta Group expands portfolio with acquisition of CROSSMARK and Product Connections from WIS International


Acosta Group has announced a definitive agreement to acquire CROSSMARK, including its headquarter Sales Agency and Retail Solutions businesses, as well as Product Connections, a marketing services business, from WIS International. This strategic acquisition, set to enhance Acosta Group’s service offerings across all retail channels, marks a significant step in the company’s ongoing transformation into a key growth engine for brands ranging from emerging to iconic.

Strategic Enhancements and Market Positioning

The acquisition of CROSSMARK and Product Connections aligns with Acosta Group’s strategic vision to strengthen its capabilities amidst persistent macroeconomic challenges and evolving consumer behaviors. “This acquisition represents another milestone in our transformation journey,” stated Brian Wynne, CEO of Acosta Group. He emphasized the investment in technology, client relationships, and overall business enhancements that this deal represents.

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Jim Rose, CEO of WIS International, expressed confidence in Acosta Group’s stewardship, noting the long-term benefits for CROSSMARK and Product Connections, including their clients and customers. “We are excited about the opportunities that being a part of Acosta Group will create for our associates, clients, and customers,” Rose added.

Comprehensive Sales and Marketing Capabilities

The merger will integrate CROSSMARK and Product Connections’ extensive experience in sales and marketing with Acosta Group’s robust service offerings. This includes CROSSMARK’s century-long expertise in headquarter sales, retail services, and marketing services, coupled with Product Connections’ renowned in-store sampling and demonstration expertise.

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Acosta Group’s newly unified brand, launched in early 2023, and its investments in digital commerce solutions are expected to further enhance the service delivery, particularly in maximizing sales and impressions on platforms like Amazon and various retail websites.

Benefits to Stakeholders and Future Growth

The merger is poised to deliver substantial benefits to all stakeholders involved. Acosta Group clients will gain access to enhanced digital commerce solutions and in-store engagement strategies, thereby strengthening retail service delivery and execution. Furthermore, the combined entity will focus on continuing investments in their diverse, talented workforce, fostering learning and development, and enhancing cross-agency mobility.

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“This strategic alliance enhances our ability to provide valuable services for our customers in an industry facing persistent macroeconomic challenges, changing consumer behaviors, and further CPG and retailer consolidation,” Wynne highlighted.

Post-Merger Integration and Leadership

Post-transaction, Acosta Group will continue to be led by Brian Wynne, while Jim Rose will maintain his role as CEO of WIS International, focusing on the inventory verification services business. The completion of this transformative deal is subject to customary closing conditions, including regulatory approvals.

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