What Kounter does

Kounter is a UK-based B2B retail experience and brand activation agency, trading under Blue Dog Productions Ltd and operating as part of the Bluedog Group. The firm designs, produces and installs integrated retail campaigns for enterprise brand clients across two core channels: global travel retail (major airports including Heathrow, Gatwick, Schiphol, Frankfurt, CDG, Istanbul, Doha, Muscat and Arlanda) and domestic premium retail (Selfridges, Harrods, Chanel New Bond Street, Wholefoods). It sells project-based professional services spanning retail design, seasonal and window displays, pop-ups, permanent fixtures, shop fit-out, logistics and storage, visual merchandising, influencer activations and full campaign execution.

The company combines physical production with proprietary digital infrastructure, including an in-house content management system for updating screens across installations, modular store design for reconfigurable retail spaces, integrated virtual reality experiences (e.g., distillery tours embedded in airport concourses), interactive sommelier-style educational touchpoints, and a water vapour scent diffusion system licensed out years after initial deployment. It has built a 20+ country execution footprint supported by a UK headquarters, a Dubai operations/support office and a Uruguay manufacturing facility, and serves a roster of blue-chip enterprise clients across spirits, luxury fashion, beauty, confectionery and department store retail. Revenue is generated through quoted, project-by-project engagements under professional services contracts, with go-to-market driven by enterprise sales, portfolio-based marketing and an industry award track record (including a 2023 'Activation of the Year' for the Penfolds 175 Year Anniversary at Heathrow).

Name

Kounter

Legal name

Blue Dog Productions Ltd

Website

https://kounter.agency

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Kounter is a UK-based B2B retail experience and brand activation agency that designs, produces and installs integrated campaigns for enterprise clients across global travel retail and premium domestic retail, with proprietary digital, modular and scent technologies.

Ownership category

akta.pro rank

Headquarters

HQ city

Farnborough

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Retail Activation Services: Fees charged for end-to-end retail experience design, production, logistics, and installation services. Projects include pop-up shops, window displays, permanent gondolas, seasonal displays, and travel retail activations. Revenue is project-based with full 360-degree service offerings.
2. Design and Production Services: Separate service offerings for design, production, logistics, and installation. Clients can engage for specific services or full project delivery.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Kounter is a B2B retail experience and brand activation agency that designs, produces, delivers, and installs bespoke retail environments for luxury, spirits, beauty, and fashion brands. Its core work centers on travel retail activations (airports) and domestic retail installations (department stores), delivered as full-service projects covering creative design, fabrication, logistics, installation, and ongoing maintenance, augmented by proprietary sensory and digital technologies.

Product overview

Kounter is a retail experience and brand activation agency that operates as a single unified service offering rather than a software platform. The company combines multiple service modules—retail design, travel retail activations, seasonal displays, digital integration, creative services, experiential content, shop fit out, logistical and storage solutions, interactive pop-up shops, visual merchandising, influencer activations, and installation services—into integrated retail campaigns. Working primarily with luxury brands, alcohol/spirits companies, beauty brands, and fashion retailers, Kounter delivers end-to-end brand activations across domestic retail, travel retail (airports), pop-up shops, permanent displays, and window displays. The company is part of the Bluedog Group and leverages over 20 years of experiential and digital expertise to create multi-sensory retail experiences that build sales and enhance customer advocacy.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Design Services End-to-end concept and creative design services for retail brand activations, targeting luxury, spirits, beauty, and fashion brands seeking to elevate in-store presence.
• Travel Retail Activations Design, production, and installation of brand activations in travel retail and airport environments for luxury, spirits, beauty, and fashion brands.
• Domestic Retail Activations Design and installation of brand activations in domestic retail environments, including department stores, for premium brand clients.
• Seasonal Displays and Window Displays Creation of seasonal and window displays for retail brands, intended to support seasonal campaigns and brand storytelling in physical retail spaces.
• Shop Fit-Out Services Full shop fit-out services for retail brands, encompassing design, fabrication, and installation of permanent retail environments.
• Interactive Pop-Up Shop Service Design and delivery of interactive pop-up shops that combine physical retail build with sensory and digital experiences for brand activations.
• Logistics and Storage Services Storage and logistics services supporting the deployment of retail activations across multiple regions and markets.
• Digital Integration Experiences Integration of proprietary digital and sensory technologies — including water vapour scent, VR experiences, an in-house CMS, and an interactive sommelier experience — into retail brand activations.

Quantifiable outcome

• Penfolds 175 Year Anniversary activation won 'Activation of the Year' with 2.73M impressions and drastic sales increase
• +4 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Bluedog GroupcoreStrategic or Co-development PartnerKounter is part of the Bluedog Group, combining over 20 years of experiential and digital expertise within the group. Kounter leverages the group's capabilities including HEX (creative agency) for integrated campaigns.
• HEX (Bluedog Group)coreStrategic or Co-development PartnerHEX, part of the Bluedog Group, collaborated with Kounter on Walker's festive activation at Heathrow, providing integrated social media feed and HEX Creative content.
• Avolta (formerly Dufry)coreChannel Partner/ Reseller/ DistributorOngoing partnership for travel retail activations. Kounter delivers activations within Avolta stores at Heathrow, Gatwick, and other airports globally. Fable Whisky activation delivered in partnership with Avolta.
• JCDecauxminorChannel Partner/ Reseller/ DistributorCollaboration on Bacardi Bombay Sapphire concourse activation at Heathrow, working alongside JCDecaux for the main concourse space.
• SIPWell BrandscoreStrategic or Co-development PartnerLong-term working relationship for launching brands into travel retail. Worked with SIPWell on Hine launch into travel retail at Heathrow, adapting existing display solutions.
• SelfridgescoreChannel Partner/ Reseller/ DistributorOngoing partnership for Corner Shop takeovers, window displays, and seasonal installations. Chanel, Balmain, Daniel Arsham, Paco Rabanne, and Chrome Hearts activations delivered at Selfridges.
• Jordan Dawson (Artist)minorStrategic or Co-development PartnerAward-winning artist and customizer Jordan Dawson designed custom cases for Nike sunglasses as part of Marchon/Nike activation at Gatwick.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• MKG (MKG NYC, distinct entity sometimes referenced as 'MKG' creative studio): Boutique creative agency specializing in experiential retail design and pop-up activations for premium brands. Overlap with Kounter's pop-up shop and visual merchandising services, particularly in fashion and beauty.
• TGTHR (formerly known as TGTHR Collective): Creative agency specializing in retail brand experiences, pop-ups, and integrated campaigns for premium consumer brands. Overlap with Kounter in experiential content and integrated retail campaigns, particularly for fashion and spirits brands.

Direct peers

• MKG: Independent experiential marketing agency delivering brand activations, pop-ups, and immersive experiences for major brands. Comparable peer in the boutique-to-mid-market segment of the brand activation industry serving premium consumer brands.
• Wink Design: Retail design and brand experience agency specializing in creative retail environments, pop-ups, and permanent installations. Comparable in retail design and shop fit-out services for premium and luxury brands.
• Sparks: Retail experience and shopper marketing agency within Publicis Groupe, focused on connecting brands with consumers through in-store and retail activations. Direct peer to Kounter in retail experience design, pop-ups, and shopper marketing for premium brands.
• Optimist: Travel retail and brand activation agency specializing in airport installations for spirits, beauty, and luxury brands. Direct peer to Kounter in travel retail activations, with overlapping airport relationships and similar client categories.

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency owned by IPG, delivering experiential campaigns across retail, event, and digital for major brands. Comparable as a large-scale direct competitor in the brand activation and experiential retail space, with broader geographic reach and a wider service portfolio.
• George P. Johnson (GPJ): Established experience marketing agency specializing in live events, brand activations, and immersive experiences globally. Comparable in delivering multi-sensory brand experiences for enterprise clients, but broader in scale and less focused on travel retail specifically.

Regional players

• Hot Pickle: UK-based brand activation and retail experience agency focused on shopper marketing and in-store experiences. Comparable services in retail activation, with strong UK presence but less focus on travel retail than Kounter.
• Promotional Design Group: UK-based retail design and point-of-sale production company serving fashion, beauty, and lifestyle brands. Comparable in shop fit-out and POS production services, with overlap in retail display manufacturing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/kounter

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Kounter