What Nice Group does

Nice Group (SW) Ltd is a privately-held UK digital and marketing services group headquartered at 30 Fore Street, Totnes, Devon (company number 11866586), operating through four wholly-owned sub-brands: Webselect (e-commerce platform development and digital marketing), We Heart Digital (creative digital agency), Bright Spark Digital (digital marketing agency), and PLPR (public relations and social media consultancy, joined via merger in July 2024). The group's stated capabilities span e-commerce platform build and integration, web software engineering, PR and strategic communications, Google Analytics-led data & analytics, UX and visual design, and SEO, delivered as professional services to retail, consumer brand, food & beverage, sports, technology, and government clients across the United Kingdom.

The technology stack is partnership-led rather than proprietary: Nice Group is a Shopify Partner, WordPress Partner, Umbraco Partner, and integrates with the Graphene enterprise merchandising platform (GrapheneHC/GrapheneAI), with HubSpot used for marketing automation. There is no public API, no proprietary AI/ML capability, no app, and no patents or trademarks disclosed. The B Corporation certification functions as a differentiating intangible asset rather than a technical moat.

The business model is B2B services revenue, generated through project-based and retainer engagements across the four sub-brands, with cross-sell between them under a single group structure. Pricing is not publicly disclosed. The group pursues an explicit acquire-and-grow strategy, evidenced by the 2024 PLPR merger and the group's stated intent to acquire and grow businesses 'with the same ethos and compliance standards.' Customer mix is weighted toward UK SMB fashion retailers and food/drink brands, supplemented by enterprise logos (Google, Virgin Mobile, Glenfiddich, Exeter Chiefs, FATMAP, Narrative) and local government (Exeter City Council). Marketing channels are limited primarily to LinkedIn, owned website content, and HubSpot-driven email nurture.

Name

Nice Group

Legal name

Nice Group (SW) Ltd

Website

https://nicegroup.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Nice Group is a UK-based privately-held group of four digital and marketing services sub-brands (Webselect, PLPR, We Heart Digital, Bright Spark Digital) delivering e-commerce, web, PR, data/analytics, UX, and SEO services to retail, consumer-brand, and public-sector clients in the United Kingdom.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• E-commerce platforms
• Digital marketing services
• Public relations
• Web software solutions
• Search engine optimization

Headquarters

HQ city

Totnes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services: Providing digital and marketing services including e-commerce platform development, web software solutions, marketing & PR, data & analytics, UX & design, and SEO services to businesses in retail, trade, and marketing sectors.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Nice Group is a holding group of companies delivering integrated digital and marketing services. Through its sub-brands (Webselect, PLPR, We Heart Digital, Bright Spark Digital), the group offers e-commerce platform development and support, public relations and social media consultancy, web software engineering (websites, PWA, games, bespoke builds), data and analytics, UX and design, and SEO services to businesses in the retail, trade, consumer brand, and customer experience sectors.

Product overview

Nice Group is a holding company/group of companies offering integrated digital and marketing services. The group provides a portfolio of specialized sub-brands: Webselect (e-commerce platform development and digital marketing), PLPR (public relations and social media consultancy), We Heart Digital (creative digital agency), and Bright Spark Digital (digital marketing agency). Core capabilities span ecommerce platforms, marketing and PR, web software solutions, data and analytics, UX and design, and SEO. The group acquires and grows businesses that share its ethos and compliance standards in providing services to retail, trade, marketing, and customer experience sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• E-commerce Platforms E-commerce platform development, support, and integrations designed to help businesses increase online sales and streamline business processes, delivered primarily through the Webselect sub-brand.
• Marketing & PR Public relations, social media consultancy, and strategic communication services that build and maintain positive brand reputations through media relations, storytelling, and impactful communication strategies, delivered primarily through PLPR.
• Web Software Solutions Engineering service designing and building a diverse range of digital products, from websites and complex interactive sites to games, progressive web applications, interactive educational services, and bespoke software builds.
• Data & Analytics Data insights service that collects, analyses, and interprets web data (specialising in Google Analytics and other data sources) to provide actionable intelligence, enabling informed decision-making and online performance optimisation for clients.
• UX & Design UX and design service creating seamless and engaging user experiences, from strategy to intuitive interface design to cohesive visual branding, elevating digital presence and brand connection with audiences.
• SEO Search engine optimisation service elevating online visibility and driving organic traffic through strategic SEO techniques, comprehensive website content optimisation, keyword strategy, and industry-leading tactics to ensure prominent search engine ranking.

Named customers19 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Graphene (by Advanced Commerce, GrapheneHC and GrapheneAI)coreTechnology or IntegrationGraphene is a merchandising platform designed to provide retailers with enhanced tools to merchandise their online sites effectively. Nice Group has integrated their e-commerce platform with Graphene's enterprise product.
• ShopifycoreTechnology or IntegrationAs Shopify Partners, Nice Group specialises in crafting e-commerce solutions that seamlessly blend style and functionality. They help clients unlock the full potential of Shopify for their online business.
• WordPresscoreTechnology or IntegrationAs WordPress Partners, Nice Group brings expertise in crafting websites that blend creativity and functionality, backed by commitment to excellence and innovation.
• Context Marketing ConsultancyminorStrategic or Co-development PartnerNice Group proudly collaborates with Context Marketing Consultancy, a Digital Marketing and Transformation consultancy specialising in customer-centric marketing through the principles of Context Marketing: messaging the right people, at the right time and in the right place, at any stage of their customer journey.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Rise at Seven: UK SEO and digital PR agency serving consumer brands with content, search, and earned media. Comparable on UK-focused digital PR + SEO combination and consumer/fashion brand clientele.
• Croud: UK-based full-service digital marketing agency offering SEO, paid media, content, and digital PR to retail and consumer brands. Directly comparable on service mix (digital + PR), UK focus, and mid-market/enterprise client base.
• Impression Digital: UK digital performance marketing agency offering SEO, paid media, digital PR, and analytics. Comparable on UK mid-market focus, integrated SEO/PR/digital mix, and similar client verticals.
• The Good Marketer: UK boutique digital marketing agency providing SEO, PPC, and social media services to SMB retail and consumer brands. Comparable on UK SMB focus and boutique scale.
• Tug Agency: International digital marketing agency with strong UK presence offering SEO, paid media, content, and analytics. Comparable on integrated digital service model and UK/international retail client base.
• Evoluted: UK digital agency offering web development, SEO, paid media, and design. Comparable on UK mid-market focus and integrated digital/web development service stack.
• Hallam Internet: Multi-award-winning UK digital marketing agency specializing in SEO, paid media, and web development for retail and B2B clients. Directly comparable on UK mid-market focus, award-winning positioning, and integrated service offering.
• Re:signal: UK e-commerce-focused SEO and digital PR agency working with fashion, lifestyle, and retail brands. Highly comparable on e-commerce SEO/PR specialization and shared fashion/retail vertical.

Broad incumbents

• Jellyfish (Brandtech Group): Global digital marketing agency (part of Brandtech Group) covering media, SEO, creative, data analytics, and technology services. Comparable on integrated digital offering but operates at significantly larger scale than Nice Group.

Regional players

• Verb Brands: London-based integrated digital agency specializing in luxury, fashion, and lifestyle brand e-commerce and digital marketing. Comparable on retail/fashion vertical focus and integrated e-commerce + digital offering, but with a luxury segment specialization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInuk.linkedin.com/company/nicegroup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Nice Group