Maverick Sales

What Maverick Sales does

Maverick Sales (legal entity MAAV Inc.) is a Canadian outsourced CPG (consumer packaged goods) sales agency and brokerage headquartered in Toronto, operating primarily in Canada. The firm provides full-service commercial team functions — account management, digital commerce, retail media, sales and operations planning (S&OP), field management, and customer-insight analytics — to health, wellness, beauty, and food brands seeking Canadian retail distribution. It serves three documented verticals: FMCG (food, beverage, household, personal care) at major and regional grocery banners; OTC healthcare at pharmacy and drug chains plus Amazon; and beauty at Sephora Canada, Shoppers Drug Mart, and Amazon.ca, supported by scalable Beauty Advisor field coverage. Retailer coverage spans national banners (Loblaws, Walmart Canada, Sobeys, Costco), regional accounts (Metro, Save-On-Foods, Federated Co-op), pharmacy (Shoppers Drug Mart, Jean Coutu), prestige (Sephora Canada), and digital marketplaces (Amazon.ca, Walmart.ca, Loblaws.ca), with field personnel deployed across Toronto, Montreal, Vancouver, Calgary, Edmonton, Ottawa, and additional provinces.

The business model is two-tiered. The core line is commissioned sales-agency and brokerage services (managed services revenue) under quote-based engagements tailored per brand scope, with KAM ratios deliberately kept low and talent sourced from Tier 1 CPG firms (Kraft, Heinz, P&G, Nestle, Philips) and retailers themselves (Walmart, Loblaws, Amazon). The second tier is MAAV Distribution, in which Maverick acts as Importer of Record and Vendor of Record for beauty brands, generating transaction-based revenue tied to product distribution into Canadian retail. Digital operations are run "under one roof" across sales, ads, and content (Vendor Central, Seller Central, Sponsored Products, Sponsored Brands, DSP, A+ content, PDP optimization) and mirrored at Walmart.ca and Loblaws.ca. Pricing is not publicly disclosed; engagement economics are scoped per brand.

The firm's technology stack is third-party rather than proprietary. It uses Krunchbox (sales planning), Storesight (data aggregation), and Claude (Anthropic) for operational execution and S&OP workflows, and consolidates POS data from multiple retailers into a single monthly view for account planning and supply chain decisions. The firm has not disclosed an in-house platform, patents, research output, dedicated AI/ML hires, or API/SDK offerings. Ownership and capital structure: privately held, incorporated in Canada, with no institutional investors, funding rounds, M&A, or parent company disclosed in the input data.

Name

Maverick Sales

Legal name

MAAV Inc.

Website

https://mavericksales.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Maverick Sales is a Canadian CPG sales agency that provides outsourced account management, digital commerce, retail media, and field services for health, wellness, beauty, and food brands selling into major Canadian retailers including Walmart, Loblaws, Shoppers Drug Mart, and Sephora.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sales Agency and Brokerage Services: Maverick Sales operates as a commissioned sales agency and broker for CPG brands seeking Canadian retail distribution. Revenue is generated through service fees for account management, retail execution, digital commerce management, and trade marketing services. The company also operates as a distributor (Importer of Record and Vendor of Record) which may generate transaction-based revenue from product distribution.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels3 records

Core offering

Maverick Sales is a Canadian outsourced CPG sales agency and broker that provides a full-service commercial team to manage retail and Amazon operations for health, wellness, beauty, and food brands across Canada. The firm delivers integrated account management, digital commerce, retail media, sales and operations planning, customer insights, and field management, and also operates MAAV Distribution as Importer of Record and Vendor of Record for beauty brands entering the Canadian market.

Product overview

Maverick Sales is a Canadian outsourced CPG (Consumer Packaged Goods) sales agency and broker that provides a full-service commercial team to manage retail and Amazon operations for health, wellness, beauty, and food brands across Canada. The company operates across three service verticals (FMCG, OTC, and Beauty) and offers integrated capabilities including account management, digital commerce, retail media, sales and operations planning, and field management. The company also operates MAAV Distribution, serving as Importer of Record and Vendor of Record for brands entering the Canadian market. These services work together as a unified commercial offering rather than as separate modular products.

Differentiator

Problem solved

Functional benefit

Brands

• MAAV Distribution: Full service distribution division operating as Importer of Record and Vendor of Record for beauty brands in Canada, serving Sephora and Shoppers Drug Mart.

Products and services

• Account Management

Quantifiable outcome

• Secured 13 new listings at regional retailers driving 14% growth for clients
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Wyan Group: Canadian CPG sales and brokerage firm representing consumer brands at major retailers; competes with Maverick for the same enterprise brand mandates and the same Canadian distribution shelf space.
• Impact Group: Canadian sales, merchandising, and field marketing agency serving CPG brands across grocery, drug, and mass retail; closely comparable on field execution and retail coverage services that Maverick provides nationally.
• Acosta Group: US-based CPG sales, brokerage, and retail merchandising agency serving global brands at mass, grocery, and drug retailers; operates the same outsourced commercial team model for the same enterprise CPG customer base Maverick targets.
• Advantage Solutions: US-headquartered sales, retail media, and in-store services agency serving CPG brands across major North American retailers; the largest scaled analogue to Maverick Sales's outsourced commercial team model and a likely head-to-head bidder on enterprise accounts.
• Connections Sales & Marketing: Canadian outsourced sales agency providing account management, retail execution, and field marketing to consumer brands at Canadian retailers; the most directly comparable domestic peer to Maverick Sales on scale and service mix.

Broad incumbents

• Daymon: Global retail services, private brand, and consumer intelligence firm serving CPG brands and retailers; overlaps Maverick Sales on retail execution and category insights, but operates a much broader portfolio beyond sales agency services.
• Walmart Connect: Walmart's owned retail media platform and agency partner ecosystem; competes with Maverick's retail media offering for ad budgets and increasingly internalizes services that brokers like Maverick historically provided.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mavericksales

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Maverick Sales