SHS Sales & Marketing

What SHS Sales & Marketing does

SHS Sales & Marketing is a UK- and Ireland-based outsourced sales and marketing services company for FMCG brand owners, founded in 1984 and operating as a wholly owned subsidiary of SHS Group Limited. Headquartered in Brockworth, Gloucester, with a regional office in Dublin, the firm manages multi-channel commercial execution for more than 100 leading brands including Reckitt, Haleon, Mars, Beiersdorf, Highland Spring, Twinings, PG Tips, and Terry's Chocolate Company, across healthcare, household, grocery, confectionery, and beverage categories. Its service portfolio spans insight-led customer sales management, commercial and client leadership, logistics and distribution across ambient, chilled, and frozen supply chains delivering to more than 400 ship-to locations in Great Britain, order-to-cash management, private label development, retail-ready co-packing, category insights, and an end-to-end digital and eCommerce capability covering Amazon, key marketplaces, TikTok Shop, and direct-to-consumer channels. The group operates across more than 35 countries in its supply chain and employs over 1,200 people across the SHS Group.

The company's revenue model is primarily a managed services model, with bespoke negotiated arrangements with each brand owner encompassing service fees and commission-based compensation. A secondary revenue stream operates through private label development, where SHS handles sourcing, manufacturing, supply, marketing, and sales for retailer own-label products, generating licensing and royalty income. Technology infrastructure is built on the SAP platform with no proprietary AI, API, or software products disclosed; category insights and sales-out analytics are delivered through a dedicated internal team rather than licensed platforms. Distribution is delivered through third-party logistics providers, transport planning, and co-packing operations, with temperature-controlled environments suitable for medicines and chocolate.

Strategically, SHS positions itself as the UK's largest outsourced sales and marketing company, with 40 years of category relationships, deep retailer buyer access across Tesco, Asda, Aldi, Iceland, and major wholesale operators including Bestway and Parfetts, and a leadership team drawn from Coca-Cola, Diageo, PepsiCo, Sainsbury's, Morrisons, and Pernod Ricard. Recent commercial momentum is evidenced by the 2026 Mars Ice Cream activation across more than 800 Iceland stores, a 20 percent sales uplift delivered for Reckitt via Supplier Takeover, and more than 68 percent year-on-year online sales growth for ZIP Firelighters via Amazon and eBay. The firm is privately held under family-aligned management, with no external equity or debt capital markets activity and no disclosed revenue figures.

Name

SHS Sales & Marketing

Legal name

SHS Sales & Marketing Limited

Website

https://shs-sales.co.uk

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

SHS Sales & Marketing is the UK's largest outsourced FMCG sales and marketing company, providing multi-channel commercial execution, logistics, distribution, and digital commerce services to more than 100 leading brand owners across UK and Ireland.

Ownership category

akta.pro rank

Product category

FMCG Sales & Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Retail Execution Technology & Services (SFA, Planogram, Image Recognition) (MPAAAJAM)

akta.pro secondary industry

Point-of-Sale (POS) & In-Store Promotion Services (BPAFAMAF)

Keywords

• Outsourced sales services
• FMCG brand management
• Retail distribution solutions
• Private label development
• Field sales marketing

Headquarters

HQ city

Gloucester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Outsourced Sales & Marketing Services: SHS provides comprehensive outsourced sales, commercial and technical support services to brand owners. The company manages brand portfolios, handles logistics, distribution, order-to-cash management, and retail execution on behalf of brand owners, generating revenue through service fees and/or commission arrangements.
2. Private Label Development: Develops and manufactures private label and tertiary brands across diverse sectors including ambient desserts. SHS handles sourcing, manufacturing, supply, marketing and sales for retailers' own-label products.

Go-to-market motion3 records

Core offering

SHS Sales & Marketing provides outsourced sales, commercial, logistics and marketing services for FMCG brand owners in the UK and Ireland. Its offering spans category sales management, order-to-cash administration, distribution across ambient, chilled and frozen channels, private label development, retail-ready co-packing, category insights and digital/eCommerce channel management across Amazon, TikTok Shop and D2C.

Product overview

SHS Sales & Marketing is a sales and marketing services company offering a comprehensive suite of outsourced solutions for Brand Owners in the FMCG sector. The core services include Logistics and Distribution Solutions, Order to Cash Management Services, Private Label Development, Commercial and Client Leadership, Insight-Led Customer Sales Management, Retail-Ready Co-Packing & Re-Packing, Digital & eCommerce Services, and Category Insights. The company manages an extensive brand portfolio spanning Healthcare & Household (Reckitt, Vestacy, Haleon, Beiersdorf, Zip, Freudenberg), Grocery (PG Tips, Farmlea, Fox's Burton's Company, Twinings, Nerds Candy, Terry's Chocolate Company), and Mars Treats and Drinks (Mars Drinks, Mars Ice Cream, Mars Protein), plus Highland Spring soft drinks. The portfolio features over 100 leading brands across multiple FMCG categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Logistics and Distribution Solutions Manages customer orders and logistics for brand owners including order processing, 3PL logistics providers and warehouses, transport planning, export and import customs declarations, and finished goods stock management. Distribution network covers ambient, chilled and frozen goods delivering to over 400 ship-to locations in Great Britain.
• Order to Cash Management Services Invoice processing, payment runs, account management, cash collection, promotional management, price queries and rebate settlement for brand owners. Provides a one-invoice approach with an approved channel plan.
• Private Label Development End-to-end private label solution from sourcing, manufacturing and supply to marketing and sales. Includes technical and quality control, serving retailers with taste, value and appeal standards across ambient desserts and other categories.
• Commercial and Client Leadership Dedicated commercial team aligned to business units managing brand activities across all channels. Devises and implements tactical solutions for strategic brand goals.
• Insight-Led Customer Sales Management Combines channel expertise, category knowledge and buyer relationships. Uses market and consumer insights plus brand owner data to anticipate, react to and shape change, and drives innovation and new product launches.
• Retail-Ready Co-Packing and Re-Packing Transforms standard outers into shelf-ready packs for Cash & Carry, grocery and retail environments. Includes case over-stickering, shelf-ready packaging, clip strips and incremental displays, with temperature-controlled environments suitable for medicines to chocolate.
• Digital and eCommerce Services End-to-end digital channel management across Amazon, marketplaces, TikTok Shop and D2C. Includes route to market, content management, trading, reporting, optimisation and performance marketing.
• Category Insights Partners with brand owners and customers to turn data, insight and shopper understanding into commercial actions. Develops Category Guides, drives category sales through winning brands identification, and supports buying and sales teams with market analytics.

Quantifiable outcome

• ZIP online sales grew by over 68% in the last year
• +3 more outcomes

Named customers9 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• ReckittcoreStrategic or Co-development Partner · 21 November 2025SHS partnered with Reckitt and Parfetts to implement Supplier Takeover during peak winter meds season, resulting in 20% uplift in sales across all depots.
• ParfettscoreChannel Partner/ Reseller/ Distributor · 21 November 2025Wholesale partner for Supplier Takeover implementation. SHS GB team executed activation across all depots during peak winter meds season.
• TikTok ShopcoreTechnology or IntegrationAs a TikTok Shop Partner, SHS helps Brand Owners launch faster and scale smarter on TikTok Shop. Partner status provides closer access to TikTok, earlier insight into new features and enhanced support for performance optimization.
• Amazon (FBA)coreTechnology or IntegrationLeverages Amazon's fulfilment network for faster delivery, broader reach and operational efficiency for brand owners' products. SHS provides full channel management from set-up and content to trading, reporting and optimisation.
• GroceryAidminorOthersSHS is a proud supporter of GroceryAid, the industry charity supporting people in the grocery sector. Company participates through committees, events, awareness raising and engagement activities.
• Business in the CommunityminorOthersAs a member of Business in the Community through the wider SHS Group, SHS contributes to local business networks, forums and activities.
• Cystic Fibrosis TrustminorOthersSHS Sales & Marketing's site-nominated charity partner. Since 2023, colleagues have raised over £20,000 for the trust supporting those affected by cystic fibrosis.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Others

• Daymon: Private-brand development and retail services specialist; overlaps with SHS's private label development offering though focused on own-brand strategy for retailers.

Broad incumbents

• Advantage Solutions: Large US-based outsourced sales and marketing agency for consumer goods brands and retailers, offering the same category of services as SHS but at global scale.
• Acosta Group: Major North American full-service sales and marketing agency for CPG brands, providing retail execution and headquarter sales like SHS but across a far broader footprint.

Regional players

• CROSSMARK: US sales and marketing services firm delivering retail execution and merchandising for consumer brands, comparable in model to SHS but focused on North America.

Direct peers

• CPM International: Global outsourced field marketing and sales agency serving FMCG brand owners with in-store activation and retail execution, directly comparable to SHS's field sales model in the UK/Ireland.
• McCurrach: UK field sales and retail execution specialist representing FMCG brands to grocery and convenience retailers, the same outsourced sales proposition as SHS.
• REL Field Marketing: UK field marketing agency delivering in-store merchandising, sales and activation for consumer brands, overlapping closely with SHS's retail execution services.
• Powerforce: UK-based field sales and merchandising outsourcing provider for FMCG and grocery brands, directly comparable to SHS's field team offering.
• DEE Set: UK retail support, merchandising and eCommerce fulfilment company serving brands and retailers, overlapping with SHS's in-store and digital execution services.
• Tactical Solutions: UK field marketing and retail activation agency for FMCG brands, competing in the same in-store execution niche as SHS.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries17 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 SHS Sales & Marketing