What BrandLoyalty does

BrandLoyalty, now operating as 'L - founders of loyalty', is a Netherlands-headquartered (Den Bosch) B2B services firm that designs and executes tactical loyalty campaigns for grocery retailers. Founded around 1990, the company was rebranded to 'L' in 2024 and today serves 100+ enterprise grocery clients across 35 markets and 5 continents, with documented clients including Tesco, Carrefour, Albert Heijn, Aldi Nord, Lidl, Coles, Loblaws and Rewe. Its operating presence spans 42,000 retail stores at any given time, and the company reports 500M+ customer rewards redeemed annually and 60M+ customer lives enriched over the past 12 months.

The product portfolio centers on two campaign formats: 12-18 week Lifestyle Campaigns (stamp-based, rewarding customers with collectable lifestyle products from brands such as Tupperware, Zwilling and Bosch) and 6-8 week Entertainment Campaigns (licensed-based, family-oriented programs featuring IP from Disney, Marvel, Star Wars, Pixar and Harry Potter). These are supported by a Digital Activation module integrating with retailer mobile, online and in-store systems, and a Data & Insights analytics platform that leverages AI against a historical database of 5,000+ measured campaigns to model campaign mechanics, optimize performance and measure 'Total Store Impact'. The company also applies generative AI for concept development, AI-powered real-time dashboards and AI-driven logistical planning and distribution optimization.

Revenue is generated through B2B professional services fees paid by grocery retailers for campaign design, execution, logistics and analytics. The go-to-market is enterprise field sales with direct relationships to retail chains. Headcount is in the 501-1,000 range distributed across offices in Europe, Asia-Pacific, LATAM, North America and Africa. The company remains private, with no parent, PE backing or institutional investor disclosed in the source materials.

Name

BrandLoyalty

Legal name

L - founders of loyalty

Website

https://brandloyalty.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

501–1,000 employees

Short description

BrandLoyalty (operating as L) designs and runs tactical loyalty campaigns for 100+ grocery retailers across 35 markets, combining licensed entertainment IP, lifestyle products, digital activation and an AI-powered analytics platform trained on 5,000+ historical campaigns.

Ownership category

akta.pro rank

Product category

Retail Loyalty Marketing Services

NAICS

General Merchandise Retailers (455), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Services-Advertising Agencies (7311), Retail-Variety Stores (5331)

akta.pro primary industry

Brand Activations & Pop-Ups (Retail/Street/Guerrilla) (BPAFAGAF)

akta.pro secondary industries

Sales Promotion Management (Coupons, Rebates, Sampling, Sweepstakes) (MPAAAJAE), Category Management & Assortment Strategy Services (CRAOAOAA)

Keywords

• Tactical loyalty campaigns
• Grocery retail marketing
• Customer loyalty programs
• Retail promotional campaigns
• Loyalty marketing services

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tactical Loyalty Campaign Services: L provides tactical loyalty campaigns to grocery retailers, generating revenue through service fees for campaign design, execution, and management. The campaigns include Lifestyle Campaigns (12-18 week stamp-based campaigns with exclusive lifestyle products) and Entertainment Campaigns (6-8 week licensed-based family-oriented campaigns).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

BrandLoyalty designs, executes, and manages tactical loyalty campaigns for grocery retailers worldwide. Its core offerings are stamp-based Lifestyle Campaigns lasting 12-18 weeks that reward shoppers with exclusive lifestyle products, and licensed Entertainment Campaigns lasting 6-8 weeks that deliver instant gratification rewards tied to major entertainment brands. Campaigns are supported by an AI-powered analytics platform and digital activation tools that integrate across retailer mobile, online, and in-store systems to drive incremental sales and brand equity.

Product overview

BrandLoyalty (operating as 'L') is a tactical loyalty campaign platform for grocery retailers delivering 'Total Store Impact'—a dual approach combining short-term sales growth ('business getting') with long-term brand equity building ('business building'). The offering consists of two core campaign types: (1) Lifestyle Campaigns—stamp-based (digital or physical) loyalty programs lasting 12-18 weeks that reward customers with exclusive, high-quality, collectable lifestyle products to increase customer frequency and share of wallet; and (2) Entertainment Campaigns—licensed, family-oriented programs lasting 6-8 weeks that create in-store theatre and digital engagement with instant gratification rewards to attract new customers and increase basket size. Supporting these campaigns is a Digital Activation module providing seamless integration across retailer digital platforms (mobile, online, in-store), a Data & Insights analytics platform leveraging AI to model campaign mechanics, optimize performance, and measure Total Store Impact against a database of 5,000+ campaigns, and end-to-end AI solutions powering concept development, real-time dashboards, logistical planning, and operational optimization.

Differentiator

Problem solved

Functional benefit

Products and services

• Lifestyle Campaigns Stamp-based (digital or physical) loyalty campaigns lasting 12-18 weeks that reward grocery retail customers with exclusive, high-quality, desirable, and collectable lifestyle products such as Tupperware, Zwilling, Bosch, and Pyrex. Designed to help enterprise grocery retailers increase customer frequency and share of wallet.
• Entertainment Campaigns Licensed-based, family-oriented loyalty campaigns lasting 6-8 weeks that create hype, in-store theatre, and digital engagement by rewarding customers with free instant gratification items featuring entertainment brand characters, sets, and series. Helps grocery retailers attract new customers and increase basket size.
• Data & Insights Analytics Platform AI-powered analytics platform that works with retailer transactional data to model the right campaign mechanics (Spend, Reward, Timeframe), optimize campaign performance, and measure Total Store Impact. Benchmarks results against a historical database of 5,000+ campaigns and provides real-time visibility into store performance, sales forecasting, delivery schedule optimization, out-of-stock reduction, and carbon footprint reduction for grocery retailer clients.

Quantifiable outcome

• +3.8% average incremental sales growth for clients in the last 12 months
• +5 more outcomes

Named customers26 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Research Agency Partners (NIQ, Kantar, IGD, GfK)coreStrategic or Co-development PartnerL partners with leading research agencies including NIQ, Kantar, IGD and GfK to gain grocery retail insights and maintain industry thought leadership. These partnerships help L deeply understand retail client challenges and bring fresh consumer insights to grow their business.
• Entertainment Brand Partners (Disney, Marvel, Star Wars, Pixar, Paramount, Harry Potter)coreStrategic or Co-development Partner90% of the world's biggest entertainment brands partner with L for Entertainment Campaigns. These licensed-based family-oriented campaigns create hype, in-store theatre and digital engagement with free instant gratification rewards.
• Lifestyle Brand Partners (Tupperware, Zwilling, Bosch, Pyrex, Duralex, Spiegelau, Kuhn Rikon, Royal VKB, Vivo, Peugeot)coreStrategic or Co-development PartnerL is #1 lifestyle brands across key categories. These brands provide high-quality, desirable and collectable lifestyle products for Lifestyle Campaigns that reward customers and help retailers increase customer frequency and share of wallet.

Scale indicators17 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TCC Group: TCC Group designs and executes retail loyalty campaigns (particularly stamp-based "collect and get" promotions) for grocery and convenience retailers globally. Closest like-for-like competitor to L's Lifestyle Campaigns offering.
• Catalina Marketing: Catalina operates one of the largest shopper intelligence and targeted digital media networks for retailers and CPG brands, delivering personalized promotions and measurable in-store sales lift. Directly competes with L's analytics-driven promotional campaign model.
• Kobie Marketing: Kobie Marketing is a customer loyalty agency providing end-to-end loyalty strategy, technology, and program management for retail and consumer brands. Overlaps with L's B2B loyalty campaign design and management services.
• Aimia Inc. Aimia operates the Aeroplan loyalty program and provides loyalty analytics, program management, and coalition loyalty services. Adjacent peer with comparable B2B loyalty services to retailers and consumer brands.
• Quotient Technology (Neptune Retail Solutions): Neptune Retail Solutions (formerly Quotient) powers digital promotions, coupons, and personalized media for thousands of retailers and CPG brands. Direct competitor in retailer-funded digital promotional campaigns.
• Hello World (formerly Blackhawk Engagement Solutions): Hello World is a promotional marketing solutions provider offering digital and physical rewards, gift cards, and loyalty programs for retailers and consumer brands. Comparable to L's instant-gratification Entertainment Campaign rewards model.

Broad incumbents

• Valassis / Vericast: Vericast (parent of Valassis) provides data-driven marketing services including coupons, in-store media, and direct mail for retailers and CPG brands. A larger, established player with overlapping shopper marketing capabilities.
• News America Marketing: News America Marketing delivers in-store advertising, sampling, and shopper marketing programs to major retailers across North America. Larger incumbent with comparable retail promotional media offerings.
• Maritz Motivation / LoyaltyOne: Maritz operates loyalty, incentive, and motivation programs for global enterprises including retail and consumer brands. Adjacent incumbent offering comparable loyalty program design and management services.
• Epsilon (Publicis Groupe): Epsilon is a global data-driven marketing and loyalty technology provider within Publicis, serving retailers and brands with personalization, loyalty platforms, and customer engagement solutions. Larger incumbent with overlapping capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/l-foundersofloyalty
• Facebookfacebook.com/BrandLoyalty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BrandLoyalty