Nonplusultra

What Nonplusultra does

Nonplusultra Sales GmbH, founded in 2015 by Florian Hutterer and Benjamin Gehring in Vienna (later reloc

Name

Nonplusultra

Legal name

nonplusultra Sales GmbH

Website

https://nonplusultra.eu

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Nonplusultra is an EMEA Retail-as-a-Service (RaaS) partner founded in 2015, operating across 118+ markets with 100+ specialists managing distribution, field sales, marketplace, and training for consumer electronics brands as an embedded contractual team.

Ownership category

akta.pro rank

Product category

Retail Growth Management Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Merchandising Services (Field Merchandising, Audits, Compliance) (MPAAAJAF)

akta.pro secondary industry

Channel/Partner Sales Support (Reseller Enablement, Deal Reg) (BPAAADAH)

Keywords

• Retail growth management
• Field sales execution
• Marketplace management
• Retail distribution services
• Retail training programs

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Retail Growth Management Retainer: Ongoing retainer fees for retail growth management services covering distributor onboarding, retailer listing, field sales, data reporting, training, and compliance. Services scoped to markets covered, service depth, and volume of activity.
2. RaaS (Retail-as-a-Service) Retainer: Fully outsourced retail operations retainer where nonplusultra acts as complete European retail team. Clients engage for all retail functions: distributor and key account management, field sales, data reporting, and brand experience.
3. Project-Based Fees: Discrete project fees for market entry strategy or retailer launch programmes. Pricing scoped to specific assignments.
4. Data Science Services: Real-time sell-through dashboards, market share benchmarking, field audit reports, and monthly business reviews delivered as part of ongoing service engagement.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Nonplusultra operates as an EMEA Retail-as-a-Service (RaaS) partner for consumer electronics and tech brands, acting as an embedded team that runs the full European retail function on a contractual basis. Services span distribution (selective model), field sales and merchandising (50,000+ visits/year), account management, retail training, staffing and brand experiences (30,000+ demos, 200+ events), Amazon and marketplace operations, and data science (forecasting at >97% accuracy). The company does not take title to goods and brands retain full contractual ownership throughout the engagement.

Product overview

Nonplusultra is an EMEA Retail as a Service (RaaS) partner for consumer electronics brands, offering a unified embedded team model rather than traditional agency or distributor relationships. The core offering is RaaS managing distribution, field sales, account management, training, and Amazon operations. Service portfolio includes six integrated modules: Strategic Retail Management & Omnichannel Marketing, Field Sales & Merchandising (with 50,000+ annual field visits), Staffing & Brand Experiences (30,000+ demos, 200+ events), Training & Education (Training NPS of 93), Data Science (>97% forecasting accuracy with AI-based demand prediction), and Amazon & Marketplace Management. Proprietary tools include the Ready to Sell Score (RTS) scoring framework, Selective Distribution Model, PACE Process client retention framework, and Flywheel Model. Supporting infrastructure includes Weekly Business Update reporting, Pluto AI chatbot for briefings, and structured Brand Onboarding/Offboarding processes. The company operates across 100+ retail accounts managing EMEA revenue in the hundreds of millions annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail as a Service (RaaS) Fully outsourced retail operations model where nonplusultra acts as the complete European retail team for consumer electronics brands, managing distribution, field sales, account management, training, and marketplace operations as a single embedded partner.
• Strategic Retail Management & Omnichannel Marketing Go-to-market strategy and integrated multichannel campaigns for brands entering and growing in EMEA retail, from distributor onboarding to retailer listing.
• Field Sales & Merchandising Proactive field teams executing 50,000+ visits and 2,000+ training sessions per year, driving sell-through, POS compliance, and brand presence across 3,000+ stores via Acceleration Visits, POS Excellence Visits, and Discovery Visits.
• Staffing & Brand Experiences Brand staffing and live brand experiences across EMEA covering 30,000+ product demos and 200+ events per year, ranging from pop-ups and trade-show booths to retailer campuses and dedicated brand spaces inside stores.
• Training & Education Complete retail learning system delivering Training NPS of 93 across 2,000+ sessions yearly, including Ready/Rise/Refine learning journey, training videos, quizzes, SCORM files for retailer LMS, Field Trainer certification, and 12-18 newsletter beats per year.
• Data Science Services Real-time sell-out dashboards, AI-based demand prediction, Hot Spot/White Spot analysis, and advanced sales forecasting with >97% accuracy, aggregating data from 100+ retailer and distributor sources into a unified view.
• Amazon & Marketplace Management Full-service management across Amazon EU (Seller and Vendor Central), eBay, Otto, Coolblue, Bol.com, Fnac Marketplace, and TikTok Shop EU5, covering listings, ads, pricing, A+ content, sponsored campaigns, repricing, and unauthorised-seller monitoring.

Quantifiable outcome

• 200% YoY growth for Shokz (2021-2024)
• +7 more outcomes

Named customers27 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• TD SYNNEXcoreChannel Partner/ Reseller/ DistributorOne of Europe's largest distributors collaborating directly with nonplusultra on brands including Meta, Ring, SumUp, and Starlink. TD SYNNEX brings goods into country; nonplusultra handles market-side execution including retailer listings, field sales, training, and demand generation. Andreas Roth, Director Distribution at TD SYNNEX: 'A big distributor can help bring goods into the country. But it's easier together with nonplusultra to get it on the market side with our resellers.'
• TikTokcoreChannel Partner/ Reseller/ DistributorNonplusultra manages TikTok Shop across EU5 markets (France, Germany, Italy, Ireland, Spain) using four-lever model: Storefront, Affiliate, GMV Max Ads, and Live Shopping. Connects back to broader retail and marketplace strategy so social commerce reinforces channel mix.
• SpaceX (Starlink)flagshipChannel Partner/ Reseller/ DistributorNonplusultra runs European retail distribution of SpaceX's Starlink satellite-internet service as embedded growth partner. Negotiated and operates agreement putting Starlink onto shelves of major CE retailers across EMEA including MediaMarktSaturn, Currys, Fnac, Coolblue, Elkjop. Launched across 25 major retailers, online and offline including POS displays, in four months. Covered by trade media including CRN, ChannelPartner, Elektromarkt in late 2023.
• Huawei FusionSolarcoreChannel Partner/ Reseller/ DistributorNonplusultra field team present at Intersolar Europe 2026 supporting Huawei FusionSolar stand. Field execution supporting Huawei's 'Business Success across the Full Journey' installer strategy. Represents category-agnostic field execution capability beyond consumer electronics.
• Amazon EUcoreChannel Partner/ Reseller/ DistributorFull-service management across Amazon EU Seller and Vendor Central as part of nonplusultra's marketplace services. Amazon EU is one of the key online channels alongside eBay, Otto, Coolblue, Bol.com, and Fnac Marketplace.

Scale indicators15 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Acosta: US-headquartered sales, marketing, and merchandising services firm serving CPG and consumer brands across retailers. Larger incumbent with comparable retail execution capabilities, but US-centric and broader portfolio.
• Advantage Solutions: Public US-based retail solutions company providing merchandising, sales, and marketing services to consumer brands. Comparable service stack but more diversified across CPG verticals and North America anchored.

Direct peers

• brand addition: European brand activation and promotional merchandise agency delivering retail-focused brand experiences and merchandise programs for global consumer brands. Adjacent services with overlap in EMEA field execution.
• Smollan Group: International retail execution and brand activation platform serving consumer brands globally. Comparable model of embedded retail teams managing distribution, field sales, and data across multiple geographies.
• CPM International: Global leader in field marketing, merchandising, and retail activation; headquartered in Germany with deep EMEA scale. Direct competitor for the same field-sales and retail-execution mandates nonplusultra delivers.
• Gekko Group: German-based brand activation, field marketing, and retail experiences agency serving consumer electronics and lifestyle brands across Europe. Closest direct German/EMEA peer in embedded field marketing services.

Regional players

• Activate Performance Group: Iberian-headquartered field marketing and retail activation agency with multinational CE brand mandates. Similar service profile serving major retailers, but with primary concentration in Spain and Portugal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Nonplusultra