What Hirt & Carter does

Hirt & Carter (legally, The Hirt|Carter Group) is a South Africa-headquartered, privately held business-to-business provider of smart retail solutions and shopper marketing services founded in 1964 and operating from Durban with regional offices in Cape Town and Johannesburg and an international footprint in Cincinnati and Atlanta in the United States. The company targets brand owners and retailers, serving what it reports as more than 21,000 retail stores across the African continent, and is structured to deliver end-to-end marketing execution from strategy through in-store implementation.

The product architecture is anchored by RMS+, a centralised communication and briefing platform for advertising-related media production that handles promotional planning, workflow management, live data dashboards, cost and budget management, and an asset repository, augmented by an Architect composable solutions layer. Specialised modules include Price Probe, an AI-promoted analytics and price-checking tool for SOV and e-commerce price monitoring, and SmartPack, a digitally-connected packaging solution. Supporting services span creative (brand origination, campaign ideation, design), production (lithographic, digital, and screen printing with finishing and packing for POS, in-store and outdoor branding, fabric and vehicle branding), logistics (kitted packing, warehousing, fulfilment, in-store implementation, reverse logistics), product master data and digital asset and product information management, and retail digital media including USSD and WhatsApp value-added services.

The business operates on a sales-led, B2B go-to-market with regional sales hubs and pre-media departments, employing roughly 1,270 staff across the group. Revenue is generated through a mix of subscription-based software access (RMS+, Price Probe), professional services (creative, strategy, content production), hardware-style print production, fulfilment-driven logistics, and analytics engagements, all on quote-based commercial terms. The company holds a B-BBEE Level 1 certificate, a credential that materially shapes its enterprise and public-sector access in South Africa.

Name

Hirt & Carter

Legal name

The Hirt|Carter Group

Website

https://hirtandcarter.co.za

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hirt & Carter is a privately held South African B2B provider of smart retail solutions and shopper marketing services, founded in 1964 and headquartered in Durban, serving brand owners and retailers across 21,000+ retail stores in Africa and the US via its RMS+ workflow platform, commercial print production, and integrated logistics.

Ownership category

akta.pro rank

Product category

Retail Marketing Services

NAICS

Advertising Agencies (541810), Graphic Design Services (54143), Software Publishers (513210), Custom Computer Programming Services (541511)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Prepackaged Software (7372)

akta.pro primary industry

Shopper/Commerce Creative Agencies (Retail & Marketplace Creative) (MPAAAAAH)

akta.pro secondary industries

Product Information Management (PIM), Digital Shelf & Content Syndication Services (CRAOAOAH), Enterprise Service Management (ESM) Platforms (HDAEALAB), Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Retail marketing solutions
• Shopper marketing services
• Commercial print production
• Workflow automation platform
• Promotional analytics software

Headquarters

HQ city

Durban

HQ country

South Africa

HQ region

Africa

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Software/SaaS Subscriptions: RMS+ platform subscription-based access with workflow automation, dashboards, and data repository features. Annual or multi-year contracts for enterprise clients.
2. Professional Services: Creative services including brand origination, campaign ideation, design, content creation, and digital media production. Strategy and consulting services for retail and shopper marketing.
3. Print Production: Commercial print services including lithographic, digital, and screen printing. Production of POS materials, in-store branding, outdoor branding, fabric and vehicle branding.
4. Logistics & Execution: Fulfilment, distribution, in-store implementation, warehousing, and promotional planning services.
5. Analytics & Insights: AI-powered data analysis, promotional SOV analytics, e-commerce price tracking, retail category insights, and custom analysis reports.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Hirt & Carter provides end-to-end smart retail and shopper marketing solutions for brand owners and retailers, combining its proprietary RMS+ workflow platform with creative services, commercial print production, retail digital media, content syndication, and logistics and in-store execution. The company integrates AI-powered analytics (including the Price Probe tool), digitally connected packaging (SmartPack), and the composable Architect solution suite to help brands plan, produce and execute retail marketing campaigns across South Africa and the United States.

Product overview

Hirt & Carter operates as a smart retail solutions and shopper marketing company offering a unified platform architecture anchored by its RMS+ (Retail Media Suite+) core product, complemented by specialized modules including Price Probe for promotional analytics and SmartPack for digitally-connected packaging. The company's Architect platform provides a composable suite of solutions encompassing creative services (brand origination, campaign ideation, design, campaign strategy), production capabilities (commercial print, POS manufacture, in-store branding), retail digital media services, and logistics execution. Additional offerings include Product Master Data management with DAM and PIM systems, content enrichment and API-based syndication services, all connected through RMS+ workflow automation, analytics, and reporting capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• RMS+ (Retail Media Suite+) A complete, integrated, centralised communication and briefing platform for everyone involved in the production of advertising-related media, including marketers, buyers, production and media partners. Offers promotional planning, workflow management, data and reporting dashboards, cost and budget management, and a central data repository for creative brand assets.
• Price Probe Promotional analytics and price checking tool for retail marketers, providing AI-powered data analysis, promotional SOV analytics, e-commerce price tracking and trend analysis, and retail category insights reporting.
• SmartPack Digitally connected packaging solution enabling brand owners to connect with customers through smart packaging technology as part of the retail marketing solution stack.
• Architect A composable, comprehensive set of solutions purpose-built around customers, encompassing workflow automation, data capture, content adaptation, broadcast production, post-production, and quality control services for retail marketing execution.
• Commercial Print & Production Lithographic, digital, and screen printing capabilities with finishing and packing, producing commercial print, bespoke POS manufacture, in-store and outdoor branding, fabric and vehicle branding, and store, category, and POS execution for retail marketers and brand owners.
• Retail Digital Media Retail digital media services for retail and brand owners, including media strategy, vendor management, data analytics, dynamic digital content creation, and value-added services such as USSD and WhatsApp integration.
• Logistics & Execution End-to-end promotional logistics, including promotional planning, customised kitting and packing, warehousing and inventory management, fulfilment and distribution, in-store implementation, reverse logistics, and reporting.
• Content Distribution & Syndication Content syndication services for distributing creative and product content across multiple channels and partners, including API-based syndication for automated distribution, supported by DAM and PIM systems.
• Creative & Brand Services Strategic and creative services covering brand CI development and positioning, packaging design, campaign concept and strategy, key visual development, design strategy, artwork and content adaptation, and campaign strategy including digital, shopper marketing, and content creation.
• Product Master Data Management Product master data services including product master for imagery and metadata, product photography and retouching, Digital Asset Management (DAM), Product Information Management (PIM), data enrichment, optimisation and governance, and express creative content (styled photography, written, video, 360° and animation).

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature6 records

Partnerships

One partnership is on record.

• Various Technology and Integration PartnerscoreTechnology or IntegrationThe website mentions 'Proud partnerships' and 'Our Partnerships' sections with partner logos displayed, but specific named partners are not detailed in the text content. These partnerships appear to support the technology and integration capabilities of the RMS+ platform and overall solution delivery.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Crossmark: Sales and retail services agency providing in-store execution, shopper marketing and analytics to CPG manufacturers and retailers. Comparable on the brand-owner/retailer customer profile and on the integrated execution model.
• Novus Holdings: South Africa's largest print and media group, offering commercial print, packaging, education and retail media solutions. Directly comparable to Hirt & Carter on print production infrastructure, geographic exposure (South Africa) and customer overlap in retail/brand-owner marketing.
• Advantage Solutions: US-listed provider of sales, marketing and retail execution services to consumer goods manufacturers and retailers. Comparable on shopper-marketing, in-store execution and analytics for brand owners — albeit at materially larger scale and without Hirt & Carter's print production backbone.
• Flash (formerly Flash Group): South African integrated trade, shopper marketing and promotional execution specialist. Both companies share the retailer/brand-owner go-to-market, in-store execution model and sales-led distribution across the South African market.
• Inmar Group: US-based provider of supply-chain, media-network and retail-marketing services including logistics, fulfilment, promotions and analytics. Comparable end-to-end workflow (production, logistics, analytics) for retail marketers and brand owners, and a direct competitor to RMS+ on promotional analytics.

Broad incumbents

• Ogilvy: Global creative agency network with significant shopper marketing and commerce capabilities. Comparable on creative services for brand owners, but competes as part of a much broader portfolio rather than as a retail-specialist with integrated production.
• Saatchi & Saatchi: Global full-service advertising agency with a dedicated shopper/commerce practice (Saatchi & Saatchi X). Comparable on creative and shopper-marketing capability, though at much larger scale and without Hirt & Carter's proprietary production/logistics infrastructure.
• RR Donnelley: Global marketing and business communications provider offering commercial print, in-store marketing and supply-chain management. Comparable on production infrastructure and retail execution; a US-listed public competitor in adjacent categories.
• Quad/Graphics: Large-cap US-based commercial printer and marketing-services provider offering print, in-store marketing and integrated marketing execution. Comparable on print production scale, lithographic/digital capabilities and retail-marketing execution services.

Emerging players

• Salsify: Pure-play Product Information Management (PIM) and product experience platform serving brand manufacturers and retailers. Comparable on the PIM/DAM/content syndication capabilities within Hirt & Carter's RMS+ stack, though Salsify is a software-only SaaS competitor without services or production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hirt&carter
• Xx.com/hirtandcarter
• Facebookfacebook.com/HIRTandCARTER

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Hirt & Carter