Advantage Solutions

What Advantage Solutions does

Advantage Solutions (NASDAQ: ADV) is a St. Louis-headquartered business services provider to consumer packaged goods manufacturers and retailers, organized into three reportable segments: Branded Services (headquarter sales, merchandising, brokerage, omnichannel marketing), Retailer Services / Daymon (private brand strategy, sourcing, and quality assurance), and Experiential Services (sampling, demos, brand activations, including Club Demo Services for Costco). The company generated approximately $3.0 billion in 2024 net revenues across these segments, with 60,000+ teammates in the US, Canada, and 40+ countries via partnerships such as Smollan and Advantage Smollan. Its go-to-market is enterprise sales-led, targeting long-tenured CPG-retailer relationships (Mars Snarking North America partnership of ~40 years; 95% retention among top 100 clients; named customers include Walmart, Costco, Kroger, Amazon, PepsiCo, Anheuser-Busch, Johnson & Johnson, and Keurig Dr Pepper).

The company's underlying technology stack is an AI-enabled enterprise platform combining proprietary first-party data, computer-vision shelf-image capture, planogram optimization, private label management (Rivir, PLM Connect, QA Spec), and supply chain analytics (Control Tower). The Advantage360 insights platform and Advantage AI initiatives (led by a dedicated Chief AI Officer and Chief Data Officer) monetize this data vantage point across pricing, category management, and retail media. Business model is professional services revenue (custom, quote-based enterprise contracts) across three segments with Adjusted EBITDA margins of 16% (Branded), 10% (Retailer), and 8% (Experiential); the company also operates 70+ fulfillment centers spanning 22 million square feet for supply chain and logistics services. Strategic priorities since 2023 under CEO Dave Peacock have focused on portfolio simplification (10+ divestitures, including the January 2026 sale of Amp's Product Experience Division to Verndale), debt reduction ($346M voluntary repurchases through March 2025), and deepening AI/integrated offerings (e.g., the October 2025 Instacart partnership for real-time shelf visibility).

Name

Advantage Solutions

Legal name

Advantage Solutions Inc.

Website

https://youradv.com

Company type

Public

Founded year

2013

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Advantage Solutions (NASDAQ: ADV) is a St. Louis-headquartered provider of omnichannel retail services—headquarter sales, merchandising, private brand development (Daymon), and experiential marketing—to over 4,000 CPG brands and ~85,000 retail locations across North America and 40+ countries, generating ~$3.0B in annual revenue.

Ownership category

akta.pro rank

Product category

CPG and Retail Services

NAICS

Advertising, Public Relations, and Related Services (5418)

akta.pro primary industry

Sales Support & Customer Retention (Upsell, Win-back, Loyalty) (BPAAABAB)

Keywords

• Retail merchandising services
• CPG sales solutions
• Private brand solutions
• Experiential marketing services
• Retail execution solutions

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Branded Services: Provides headquarter sales, retail merchandising, omnichannel marketing, and business process outsourcing services to CPG brands. Includes brokerage services, merchandising, and agency operations. Segment represents approximately $1.1B (37%) of 2024 net revenues with 16% Adjusted EBITDA margin.
2. Retailer Services (Private Brands): Private brand strategy, development, and management services powered by Daymon. Includes product development, sourcing, branding, sales, and quality assurance for retailers. Segment represents approximately $1.0B (32%) of 2024 net revenues with 10% Adjusted EBITDA margin.
3. Experiential Services: Omnichannel sampling, demonstration, and experiential marketing services. Includes live and digital demos, sampling events, and brand activations. Serves as Costco's preferred in-house demonstration provider. Segment represents approximately $0.9B (31%) of 2024 net revenues with 8% Adjusted EBITDA margin.
4. Supply Chain & Logistics: Fulfillment, logistics, and warehousing services. The company operates 70+ fulfillment centers and 22 million square feet of space across North America, providing ship-and-kit, individual boxes, and pallet-scale operations.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core offering

Advantage Solutions is a business-to-business provider of omnichannel retail solutions for consumer packaged goods (CPG) manufacturers and retailers. The company delivers headquarter sales, retail merchandising, private brand development (powered by Daymon), supply chain fulfillment and logistics, in-store product sampling and demonstrations, and AI-enabled retail insights and analytics. It operates across three reportable segments—Branded Services, Retailer Services, and Experiential Services—serving more than 4,000 CPG brands across approximately 85,000 retail locations in North America and 40+ countries.

Product overview

Advantage Solutions is a unified platform providing high-touch, high-tech, and high-value business services to consumer goods brands and retailers. The company offers five interconnected core solution areas: Insights & Sales Growth Solutions (enterprise AI-powered analytics, headquarter sales, category management), Product, Aisle & Shelf Reinvention Solutions (retail space planning, product innovation), Private Brand Solutions powered by Daymon (end-to-end private brand agency), Omnicommerce & Experiential Marketing Solutions (branding, retail media, sampling, events), and Brand & Retail Execution Solutions powered by SAS (supply chain, merchandising, construction). These are supported by the Advantage 360 insights platform, specialized agencies (Advantage Unified Commerce, Amp Agency), experiential sub-brands (CDS, Brandshare), and proprietary technology platforms (Rivir, PLM Connect, QA Spec, DAM). The company serves over 4,000 CPG brands across ~85,000 retail locations.

Differentiator

Problem solved

Functional benefit

Brands

• Daymon: Leading private brand agency providing strategy, development, sourcing, and marketing services for private brands
• SAS
• CDS (Club Demo Services)
• Advantage Unified Commerce
• Amp Agency
• Brandshare
• ClubDemo

Products and services

• Insights & Sales Growth Solutions Enterprise AI-powered analytics, headquarter sales representation, category management, and emerging brand acceleration services delivered to CPG manufacturers and retailers to drive distribution and share growth.
• Product, Aisle & Shelf Reinvention Solutions Retail space optimization, planogram solutions, product innovation, packaging design, and store remodel services that transform physical retail spaces into high-performing environments.
• Private Brand Solutions (Powered by Daymon) End-to-end private brand agency services including strategy, product development, sourcing, creative design, sales, omnichannel marketing, and quality assurance for retailers and manufacturers.
• Omnicommerce & Experiential Marketing Solutions Branding, shopper marketing, retail media, sampling and product demonstrations, and live event services for brands across physical and digital channels.
• Brand & Retail Execution Solutions (Powered by SAS) End-to-end retail execution including supply chain fulfillment, logistics, in-store merchandising management, and construction, assembly and installation services from warehouse to shelf.
• Supply Chain & Logistics Services Fulfillment, warehousing, and logistics services operated across 70+ fulfillment centers and 22 million square feet of space in North America, supporting ship-and-kit, individual boxes, and pallet-scale operations.
• CDS (Club Demo Services) Preferred in-house product demonstration service provider to Costco, delivering sampling and demo experiences in Costco warehouse clubs across 12 countries.
• Advantage Unified Commerce Full-service Amazon sales management and e-commerce agency uniting sales and marketing for omnicommerce excellence, serving as a top-five advertiser on Amazon.
• Amp Agency Branding agency bringing brand purpose to life through digital experience development and brand activations.
• Brandshare Lifestyle and venue sampling experiences delivering brand activations at events and venues for consumer reach.
• Daymon Design Award-winning package design, imagery, and visual identity services for emerging and established private brands.

Quantifiable outcome

• 95% client retention rate among top 100 clients
• +4 more outcomes

Named customers15 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• VerndalecoreStrategic or Co-development Partner · 22 January 2026Verndale acquired the Product Experience Division of Amp from Advantage Solutions, strengthening its capabilities in digital experience development. The acquisition supports the full lifecycle of digital products and expands Verndale's reach into technology and consumer packaged goods sectors.
• InstacartcoreTechnology or Integration · 1 October 2025New partnership announced ahead of Groceryshop to transform retail execution through real-time shelf visibility. The dynamic alert-based model blends advanced technology with in-store execution, leveraging data to generate actionable insights.
• Smollan / Advantage SmollancoreStrategic or Co-development PartnerPartners Smollan and Advantage Smollan work with consumer goods companies and retailers across Europe, Asia, Africa, South America and Oceania, extending Advantage's global reach beyond North America.
• Feeding AmericaminorOthersCommunity partnership supporting food security initiatives as part of Advantage's belonging and impact programs.
• Urban League of Metropolitan St. LouisminorOthersPartnership supporting economic empowerment through the Urban League, one of the nation's oldest and largest community-based organizations focused on economic empowerment.
• City of HopeminorOthersCancer research and treatment organization partnership supporting healthcare and wellness initiatives.
• NextUpminorOthersOrganization focused on advancing women in the workplace through professional development and networking.
• Out & EqualminorOthersOrganization dedicated to creating workplace equality for LGBTQ+ people, supporting inclusion and belonging initiatives.

Scale indicators12 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Smollan: South Africa-headquartered CPG and retail services firm providing merchandising, sales, and brand activation across emerging markets; operates in the same industry but in different geographies (partners with Advantage internationally via Advantage Smollan).
• Premium Retail Services: In-store merchandising, retail reset, product recall, and installation services provider for retailers and CPG brands in the US; competes head-to-head with Advantage's retail execution and SAS-led merchandising work.
• Acosta Group: Direct competitor providing outsourced sales, retail merchandising, marketing, and category management services to CPG manufacturers and retailers across North America, with a comparable enterprise-services GTM and brand/retailer-focused value proposition.
• Inmar Inc. Provides supply chain, reverse logistics, retail media, and post-sale services to retailers and brands, overlapping with Advantage's supply chain / fulfillment and retail-media offerings.

Broad incumbents

• Stagwell: Public marketing-services holding company that has been acquiring CPG, retail media, and digital experience firms (e.g., Assembly); competes in adjacent branding and retail activation services rather than core merchandising.
• Circana: Retail measurement, consumer intelligence, and CPG insights provider (formed from IRI / NielsenIQ merger); broad incumbent in shelf-and-sales data analytics that competes with the data layer of Advantage's AI platform.
• Publicis Groupe: Global advertising and communications holding company with Epsilon and data-driven retail/consumer brands (e.g., Leo Burnett); broader incumbent offering shopper marketing and retail media services that overlap with Advantage's experiential marketing portfolio.
• Kantar: Global consumer and retail insights, analytics, and media-effectiveness firm (WPP-owned); broader incumbent in CPG/retail data intelligence that competes with Advantage 360 and AI analytics capabilities.
• WPP plc: Global advertising holding company with GroupM and Kantar that operates large retail media networks, ad-buying operations, and shopper-marketing agencies — competing with Advantage Unified Commerce and Amp Agency on retailer-led marketing services.
• Dentsu: Japan-headquartered global advertising services group with sizable CPG/retail client base and growing retail media capability; broader incumbent providing integrated marketing services comparable to Advantage's agency-style offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/advantagesolutionsinc
• Xx.com/ADVSolutions
• Facebookfacebook.com/AdvantageSolutionsInc

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries9 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 Advantage Solutions