Promena
Promena AG is a privately-held, family-owned Swiss FMCG brand representation and distribution services company founded in 1958, providing trade marketing, key account management, and field sales execution across 3,300+ retail points of sale for international brand manufacturers entering the Swiss market.
- Company typePrivate
- Founded1958
- HeadquartersPratteln, Switzerland
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Promena does
Promena AG, headquartered in Pratteln, Switzerland, is a privately-held, 100% family-owned FMCG brand representation and distribution services company founded in 1958. The firm serves international brand manufacturers seeking to enter or expand in the Swiss market, providing end-to-end services including trade marketing, key account management, field sales execution across more than 3,300 retail and convenience points of sale, and ongoing performance reporting. Its represented portfolio spans more than 35 brands across food (Lavazza, McCormick, Suchard Express, Del Monte, Langnese, Lipton, Cheetos, Lays, Hermesetas, Assugrin), beverages (Red Bull, Gatorade, Diageo), and near-food/non-food categories (Vileda, Frosch, Tork, Tesori d'Oriente), with named principals including Mars Switzerland, Emmi, Dr. Oetker, Hero, and McCormick.
The operating model is built on an integrated in-house technology stack: MS Dynamics AX 2009 ERP, COMPAS CRM for field-sales visit capture, EDI/EDIFACT connections to roughly 80% of trade partners, GDSN via PIM SyncWORKS for product master data, VMI Supply Chain Center for vendor-managed inventory, a Sana Commerce-powered B2B webshop for out-of-home customers, and TARGIT MIS for reporting. Promena AG operates within the broader Promena Group alongside three wholly-owned sister companies: Promlog AG (warehousing and logistics with 36-hour delivery and 12,000 pallet slots), SFM-Cosmos AG (POS merchandising and rack jobbing), and Herba-Collection AG (own brands). The business is headquartered at a single site in Pratteln, employs nearly 50 staff at the Promena AG level (over 400 across the Group), and is structured for multi-year bespoke B2B service contracts.
Promena firmographics
Firmographics- Name
- Promena
- Legal name
- Promena AG
- Website
- https://promena.ch
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Promena AG is a privately-held, family-owned Swiss FMCG brand representation and distribution services company founded in 1958, providing trade marketing, key account management, and field sales execution across 3,300+ retail points of sale for international brand manufacturers entering the Swiss market.
- Ownership category
- akta.pro rank
Promena industry classification
Industry- Product category
- FMCG Distribution and Brand Representation Services
- akta.pro primary industry
- Channel/Partner Sales Support (Reseller Enablement, Deal Reg) (BPAAADAH)
Keywords
Where Promena is headquartered
LocationHeadquarters
- HQ city
- Pratteln
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Promena business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Brand Representation Services: Promena generates revenue by providing comprehensive brand management services to international FMCG manufacturers, including trade marketing, key account management, field sales organization, and POS services. The company acts as an intermediary between manufacturers and Swiss retailers/wholesalers, taking a service fee or margin-based compensation for market access and distribution services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Customized service packages for brand representation |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Promena product offering
Product offeringCore offering
Promena AG is a Swiss FMCG distributor that provides full-service brand representation, trade marketing, key account management, and POS services for international consumer goods manufacturers seeking access to the Swiss retail and convenience market. Through an integrated IT infrastructure (ERP, CRM, EDI, GDSN, VMI, B2B webshop) and an in-house field sales organization visiting more than 3,300 points of sale, the company handles the complete Swiss market presence for over 35 represented brands across food, near-food, and non-food categories.
Product overview
Promena is an FMCG distributor and brand representation services provider operating in Switzerland. The company operates as a platform offering three interconnected service pillars: (1) Brand Representation Services covering trade marketing, key account management, field sales organization, and reporting for international brand manufacturers entering the Swiss market; (2) POS Services providing product support across 3,300+ retail and convenience points of sale; and (3) Logistics services through sister company Promlog AG. The portfolio also includes a B2B Webshop powered by Sana commerce integrated with MS Dynamics AX for out-of-home customers, and sister companies SFM-Cosmos for merchandising and Herba-Collection for own-brand products. The company represents over 35 brands across Food (coffee, snacks, sweeteners, spices, chocolate powder), Near-Food (cleaning, personal care), and Non-Food (paper products) categories.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Representation Services Full-service brand management offering for international FMCG manufacturers entering or expanding in Switzerland, covering trade marketing, key account management, field sales organization, reporting, and overall market coverage. Buyers are international brand owners seeking Swiss market presence without setting up a local subsidiary.
- POS Services Point-of-sale support covering product distribution and merchandising across more than 3,300 retail and convenience points of sale in Switzerland, available as complete management, supplementary field sales support, or regional coverage for manufacturer clients.
- Promena B2B Webshop B2B online shop for out-of-home customers offering Lavazza, Assugrin, Stevia, Suchard Express, Vahiné, Butty, McCormick Foodservice, Frosch, and Tork products with customer-specific pricing and direct ERP integration.
- Warehousing and Logistics Services In-house warehousing and distribution services delivered through sister company Promlog AG, with electronic warehouse management and a maximum 36-hour order delivery window to Swiss customers.
- Merchandising Services Sales promotion, merchandising, and rack jobbing at point of sale delivered through sister company SFM-Cosmos AG as part of an integrated brand representation offering.
Quantifiable outcome
- Over 3,300 retail and convenience POS visited annually by field sales organization
- +2 more outcomes
Companies that use Promena
Customer profileNamed customers11 records
Segments2 records
Ideal customer profiles2 records
Promena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
Promena partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Promlog AGcoreSister company providing in-house logistics services. Promlog handles warehousing, goods management, and distribution tasks. The company has modern warehouse infrastructure with professional logistics staff ensuring orders reach customers within 36 hours.
- SFM-Cosmos AGcoreSister company and expert in sales promotion, merchandising, and rack jobbing at POS. The tight-knit network enables harnessing synergies for brand management.
- Herba-Collection AGcoreSister company (formerly Herba AG, then Herba-Imodac AG) managing own brands and a range of own-brand products. Part of the Promena Group's integrated service offering.
- PROMARCAminorIndustry association membership. Promena is a member of PROMARCA, the Swiss association of brand manufacturers in the FMCG sector.
Scale indicators5 records
Recent moves9 records
Expansion highlights5 records
Promena competitors and assessment
Company assessmentDirect peers
- DKSH Holding: Swiss-listed (SIX:DKSH) market-expansion services group providing sales, marketing, distribution and after-sales services to consumer goods/FMCG manufacturers seeking entry into Asia-Pacific markets. Structurally identical business model to Promena (brand representation + distribution + field sales) but at much larger scale and in a different geography.
- Daymon Worldwide (Advantage Solutions): Global private-label and brand representation services provider for CPG/FMCG manufacturers, now part of Advantage Solutions. Similar in-store merchandising, private-brand development, and supplier-representation service mix to Promena's group offering (incl. Herba-Collection).
- McCurrach: UK-based outsourced field sales and category management partner for FMCG brands in grocery and convenience. Closely comparable field-sales model and POS coverage utility to Promena, serving international brand owners in a UK/Ireland geography.
- AAI Sales & Marketing Group: German sales and marketing agency representing international FMCG brands in German-speaking retail. Same sales-led agency model and same manufacturer client profile as Promena, operating in adjacent but separate DACH markets.
Broad incumbents
- Bunzl plc: London-listed specialist distribution and outsourcing group providing non-food consumer-goods distribution and category-management to manufacturers and retailers across multiple European and Americas geographies. Sits at a much larger scale but solves adjacent supply-chain-plus-category-management problems for FMCG principals.
- Imperial Dade: Largest US foodservice and janitorial/sanitation distribution platform, formed via roll-up of regional distributors. Comparable distributor-to-retail/FU services and broad-line product model to Promena/Promlog, but at much larger scale and US-only geography.
Regional players
- Eurapo S.r.l. Italian FMCG distribution and brand representation company operating principally in Italy. Same agency/distributor hybrid model and similar mid-sized family-business ownership profile as Promena, but serving the Italian market.
Others
- Marston's (PWS / P&H): Adjacent reference only - UK operator in drinks distribution and on-trade services, illustrating the broader outsourced brand-services and category-management category in which Promena competes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Promena social profiles
Digital presencePromena compliance and trust
Trust signalCompliance4 records
Promena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Promena leadership team
Management profileNumber of profiles
Profiles11 records
Promena subsidiaries and ownership
Company hierarchySubsidiaries3 records
Promena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Promena M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Promena
What does Promena do?
Promena AG is a Swiss FMCG distributor that provides full-service brand representation, trade marketing, key account management, and POS services for international consumer goods manufacturers seeking access to the Swiss retail and convenience market. Through an integrated IT infrastructure (ERP, CRM, EDI, GDSN, VMI, B2B webshop) and an in-house field sales organization visiting more than 3,300 points of sale, the company handles the complete Swiss market presence for over 35 represented brands across food, near-food, and non-food categories.
Is Promena a public or private company?
Promena is a private company. It is classified as family owned and is currently operating.
When was Promena founded?
Promena was founded in 1958. It employs 11 to 50 people.
Where is Promena based?
Promena is headquartered in Pratteln, Switzerland, in the Europe region.
How does Promena make money?
One revenue line is on record: brand Representation Services.
Who are Promena's main competitors?
Direct peers on record are DKSH Holding, Daymon Worldwide (Advantage Solutions), McCurrach and AAI Sales & Marketing Group. Broad incumbents are Bunzl plc and Imperial Dade. Eurapo S.r.l. is listed as a regional player. Marston's (PWS / P&H) is listed as an others.
Does Promena have an API?
No public API is recorded for Promena.
What industry is Promena in?
Promena's product category is FMCG Distribution and Brand Representation Services. Its primary akta.pro industry code is BPAAADAH, Channel/Partner Sales Support (Reseller Enablement, Deal Reg).