Storewars

What Storewars does

Storewars is a UK-based business simulation company founded around 2003 that builds experiential learning programs for FMCG and retail executives. Its core offering is a proprietary FMCG market simulator in which participants manage virtual retail and manufacturing companies, making decisions across P&L, trade, procurement, R&D, sales and marketing over a simulated 1.5-year business cycle compressed into a few days; the platform claims participants retain roughly 80% of experiential content versus 20% from traditional learning. The product portfolio has expanded to include Storewars WEB (a virtual/remote-team variant), BusinessWars (a $600M virtual-company financial and commercial strategy simulation) and E-Retail (a one-day digital-transformation workshop). Underlying technology combines decision-engine logic replicating real manufacturer-retailer-consumer market dynamics with a web-based virtual delivery layer (breakout rooms, online teamwork, remote coaching).

The company sells through two channels: corporate in-house programs (cohorts of up to 12 participants from a single organization with tailored agendas and assigned facilitators) and open enrollment courses hosted globally in cities such as Cairo, Mumbai, Dubai, Singapore and online. Pricing is quote-based rather than publicly disclosed, with single-person registration available on public courses. Delivery is asset-light, relying on a global network of accredited facilitators with prior senior commercial experience at Mars, Unilever, P&G, Nielsen, Diageo, Heinz, Reckitt Benckiser and Disney. The company is privately held and founder-/Chairman-led by Greg Thain, with Kasper Ditlevsen (ex-Symphony Retail AI) as Non-Executive Director.

Name

Storewars

Legal name

Storewars

Website

https://storewars.net

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Storewars is a UK-based business simulation company founded around 2003 that builds proprietary FMCG and retail executive training programs (Storewars, Storewars WEB, BusinessWars, E-Retail), delivered via corporate in-house engagements and global open courses to manufacturers and retailers across 40-70 countries.

Ownership category

akta.pro rank

Product category

Executive Education / Business Simulation Training

NAICS

Business Schools and Computer and Management Training (6114), Professional and Management Development Training (611430)

akta.pro primary industry

Simulation, Scenario & Serious Games Design (EDAGAKAH)

Keywords

• FMCG business simulation
• Executive training programs
• Experiential learning platform
• Retail category management training
• Corporate sales training

Headquarters

HQ city

Crawley

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Training Programs: In-house training programs delivered to corporate clients. Companies can register up to 12 participants from their organization for customized in-company courses. Facilitators can deliver specific lectures with tailored agendas.
2. Open/Public Courses: Public enrollment courses held in cities worldwide (Cairo, Mumbai, Dubai, Singapore, online). Participation is not free; pricing is quote-based after pre-registration. Individual registrations start from 1 participant.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Storewars designs and delivers business simulation-based training programs for executives of consumer-facing companies, primarily FMCG manufacturers and retailers. Its core offering is a proprietary simulation platform on which four programs are built—Storewars, Storewars WEB, BusinessWars, and E-Retail—delivered as corporate in-house courses or open public enrollment courses in cities worldwide and online. Participants manage virtual retail or manufacturing companies and make real business decisions, with the simulator providing immediate market feedback.

Product overview

Storewars offers a portfolio of business simulation programs for consumer-facing companies. The core offering includes Storewars (FMCG business simulation), Storewars WEB (virtual team management simulation), BusinessWars (financial and competitive strategy simulation), and E-Retail (e-commerce transformation workshop). All programs are built on a proprietary simulation platform that recreates real business environments where participants make decisions and see immediate market responses, compressing months of business activity into days of experiential learning.

Differentiator

Problem solved

Functional benefit

Brands

• Storewars Business Simulation: Core FMCG business simulation where participants manage virtual retail and manufacturing companies over a simulated 1.5-year business cycle
• Storewars WEB
• BusinessWars
• E-Retail Workshop

Products and services

• Storewars A complex business simulation of consumer-facing business where participants learn to operate in a modern FMCG environment, managing virtual retail and manufacturing companies through simulated market conditions; targeted at FMCG and retail executives.
• Storewars WEB A virtual playground for remote teams that simulates a business environment to test how teams work independently, manage groups remotely and assess performance from a distance, built on the Storewars business simulation platform.
• BusinessWars A business simulation program designed to help employees understand the financial and commercial considerations impacting their business and competitors, in which participants run a $600m virtual business and practice different strategy types in a risk-free environment.
• E-Retail A one-day workshop that charts the transformation from traditional business to e-business, covering e-commerce tools, digital strategy development and implementation for consumer-facing companies.

Quantifiable outcome

• 25,000+ participants trained across 1,000+ programs in 70+ countries
• +1 more outcomes

Named customers25 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Skillsoft: Large corporate digital learning platform offering enterprise content, courses, and leadership development programs. Comparable as a B2B learning provider competing for L&D budgets, though Skillsoft's delivery model is largely content/digital rather than facilitator-led simulation.
• GP Strategies: Global performance improvement solutions provider delivering customized corporate training, including sales effectiveness and leadership programs for large enterprises. Comparable to Storewars as a B2B enterprise learning provider targeting FMCG and industrial clients, though with a broader services portfolio.
• Korn Ferry: Global organizational consulting firm with a substantial learning and development practice serving Fortune 500 executives. Comparable to Storewars at the executive-development end of the spectrum, though Korn Ferry's scale and broader portfolio make it a more diversified incumbent rather than a direct simulation competitor.
• Cegos Group: Large global corporate training and development provider offering leadership, sales, and management programs across industries. Broadly comparable as a B2B training provider competing for the same L&D budgets as Storewars, though without Storewars' FMCG-specific simulation focus.
• Harvard Business Publishing Corporate Learning: Corporate learning arm of Harvard Business Publishing, providing case-based and experiential learning programs to global enterprises. Comparable to Storewars as a premium B2B learning provider, with overlap in the leadership and strategy training use cases for Fortune 500 clients.

Emerging players

• Smartsims: New Zealand-based developer of business strategy simulations used in business schools and corporate training. Comparable to Storewars in core methodology (business simulation) though primarily positioned in the academic market rather than FMCG enterprise training.
• Paradigm Learning: Provider of business simulations and experiential learning tools, including the 'Zodiak' game-based platform for leadership and sales training. Comparable to Storewars as a simulation-driven corporate learning vendor, though smaller in scale and less specialized in the FMCG vertical.

Direct peers

• Capsim Management Simulations: Provider of business strategy simulations used in business schools and corporate executive education. Directly comparable as a simulation-software vendor focused on experiential business learning; overlaps with Storewars in core methodology though primarily academic/educational rather than FMCG-specific.
• Marketplace Simulations: Provider of business simulations including the Marketplace and StratSim platforms, used in corporate training and university programs. Comparable to Storewars as a simulation-driven business learning platform addressing strategy and cross-functional decision-making.
• BTS Group: Stockholm-headquartered business-simulation and leadership-development firm that designs experiential business simulations for Fortune 500 clients. Directly comparable to Storewars in methodology (business simulations), target buyer (senior executives at large enterprises), and use case (strategy, sales, and leadership capability building).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Storewars