REL Field Marketing transitions to Smollan in UK and Ireland
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REL Field Marketing transitions to global retail leader Smollan, cementing a new chapter in the UK and Ireland’s retail evolution.
In a bold move that reflects the rapidly shifting landscape of global retail, REL Field Marketing, one of UK and Ireland’s most trusted retail solutions businesses, has officially announced its transition to operate under the Smollan brand.
Having successfully operated as REL Field Marketing for the past 30 years delivering retail excellence across the UK and Ireland deploying innovative technology, data-driven sales and execution, and building long-term partnerships with brands and retailers.
This transition is not merely a name change, it marks a strategic step forward in aligning local capability with global scale, insight, and innovation. From 21st January 2026, REL Field Marketing will begin operating fully under the Smollan brand, joining a unified global business present in over 60 markets and working with some of the world’s most iconic brands.
“This is the natural evolution of our journey,” said Nick McGrath, Managing Director Western Europe. “By aligning with Smollan at a brand level, we are reaffirming our commitment to delivering consistent, intelligent, and impactful retail solutions, not just locally, but on a global scale.”
Who is Smollan?
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Smollan is a global retail solutions company that helps brands and retailers win at the point of purchase, operating across 60+ countries and partnering with some of the world’s most loved brands. With services in sales and merchandising; activation and experience; and data and technology – Smollan exists to create growth for their clients and transform the lives of its people.
Founded in 1931 in South Africa, Smollan has grown into a global collective of more than 80,000 employees, touching millions of consumer interactions every day. With a blend of technology-driven retail execution, in-store intelligence, and brand experience driving human connection, Smollan is trusted by some of the world’s biggest names.
Why the change, and why now?
The shift reflects Smollan’s broader brand architecture strategy, aimed at reducing complexity and building a consistent, global client experience across all its markets. Previously operating as a group of sub-brands in different countries, the business is now consolidating under a single, unified identity.
“Multiple local brands were creating inconsistency for clients, partners, and talent,” said David Smollan, CEO Smollan. “By moving to a masterbrand model, we can deliver a seamless, recognisable experience across borders—without losing the strengths and insights that make our local teams valuable.”
What it means for clients and the industry
While the external name is changing,REL Field Marketing assures partners that the core team, service quality, and local market knowledge remain unchanged. However, clients will now also benefit from global best practices across markets and access to cross-market insights.
“We’re not stepping away from our local roots,” explained Nick McGrath. “We’re stepping up into something bigger, where local knowledge meets global insight.”
This is particularly relevant for brands seeking consistent retail execution across multiple geographies, or those looking to integrate technology into their point-of-sale strategies.
A stronger Brand for talent, too
Beyond clients, the transition sends a strong message to current and future talent. Smollan’s emphasis on purpose, people development, and global mobility makes it a destination for professionals who want to make an impact in retail. The company places significant investment in employee growth, digital enablement, and inclusivity with the belief that people are the real differentiator at the point of purchase.
Looking ahead
As the transition unfolds, Smollan UK and Ireland, formerly REL Field Marketing, aims to amplify its leadership in the UK and Ireland, while becoming a gateway for global best-in-class practices.
“This move is about becoming more of who we already are,” said Nick McGrath. “Reliable, innovative, passionate and now, proudly part of a global Smollan future.”