Advantage Solutions

Advantage Solutions: Overview

Advantage Solutions is a leading business services provider that positions itself as the high-value, low-cost supplier of labor solutions and strategic business services to consumer packaged goods (CPG) brands and retailers. Founded in 1987 by Sonny King in Irvine, California, under the name Advantage Sales & Marketing, the company initially focused on brokerage services and outsourced sales for consumer goods manufacturers in Southern California.

Over the course of nearly four decades, Advantage Solutions has evolved through aggressive national expansion and strategic acquisitions. Between 1997 and 2010, the company consolidated market share across the United States by acquiring numerous regional brokers. A pivotal moment came in 2017 when the company acquired Daymon Worldwide, significantly enhancing its private brand and retail services capabilities. In 2020, Advantage Solutions went public through a SPAC merger valued at approximately $5.2 billion, and relocated its corporate headquarters to Clayton, Missouri in early 2024.

What sets Advantage Solutions apart is its end-to-end approach to retail commerce. The company combines proprietary technology, artificial intelligence, and comprehensive data insights to deliver solutions across the entire product lifecycle—from conception and manufacturing through logistics, merchandising, product demonstrations, and marketing. This integrated suite of services allows the company to uncover strategies and deliver results with speed and precision that keep brands, retailers, and shoppers moving.

Today, Advantage Solutions serves more than 4,000 CPG brands across a wide variety of categories, maintains trusted relationships spanning approximately 85,000 retail locations coast to coast, and employs roughly 69,000 people worldwide. The company was listed on the Fortune 1000 as of 2023 and operates as a Delaware Corporation traded on public markets.

What Services Does Advantage Solutions Provide?

Advantage Solutions offers a comprehensive suite of interconnected services designed to address every commerce need across the retail value chain:

Insights & Sales Growth Solutions

• Headquarter sales
• Insights and analytics
• Category management
• Emerging brand acceleration
• Business optimization

Product, Aisle & Shelf Reinvention Solutions

• Product innovation
• Retail space planning

Private Brand Solutions (Powered by Daymon)

• Product development
• Strategy
• Sourcing
• Sales
• Business management

Omnicommerce & Experiential Marketing Solutions

• Branding and shopper marketing
• Retail media and promotion
• Sampling and product demonstrations
• Live events, road shows, and conferences

Brand & Retail Execution Solutions (Powered by SAS)

• Retail media and promotion
• Supply chain fulfillment, logistics, and analytics
• In-store merchandising and management
• Construction, assembly, and installation

Technology & Data Solutions

• Intelligent video capture
• Image recognition
• Digital asset management
• Physical and digital shelf optimization

Strategic Business Services

• Selling into retail
• Distribution management
• Inventory optimization
• Stock level management
• Merchandising efficiencies
• Fulfillment and logistic efficiencies

What Industries Does Advantage Solutions Serve?

Advantage Solutions specializes in serving the consumer packaged goods and retail sectors:

Retail Channels

• Grocery stores
• Mass merchandise retailers
• Big box stores
• Drug stores
• Convenience stores

Consumer Packaged Goods Categories The company works with CPG brands across a wide variety of product categories, serving more than 4,000 brands in total. Their expertise spans established national brands, emerging brands, and private label products across food, beverage, personal care, household goods, and other consumer categories.

Advantage Solutions has developed particular expertise in helping emerging brands scale and accelerate their growth, while also serving as a trusted partner to many of the world's largest consumer goods manufacturers.

What Brands Has Advantage Solutions Helped?

Advantage Solutions serves an impressive portfolio of leading consumer packaged goods companies:

Food & Beverage

• Post
• Ocean Spray
• Frito-Lay
• PepsiCo
• Keurig Dr Pepper
• Hormel
• Tyson
• Sargento
• Daisy
• Mizkan
• StarKist

Personal Care & Household Products

• Unilever
• Johnson & Johnson
• Revlon
• Church & Dwight
• Bayer

Beverage & Specialty Products

• Anheuser-Busch
• Abbott Nutrition
• McCormick
• Energizer

Retail Partners

• Walmart
• Costco

The company's tagline "We Keep Commerce And Life Moving™" reflects its commitment to creating chemistry between brands, retailers, and shoppers. Through its services, Advantage Solutions works to grow sales, transform businesses, and enrich lives across the retail marketplace.

Key Differentiators

• Comprehensive Scale: Reaches approximately 85,000 retail locations across the United States, Canada, and beyond
• Workforce Magnitude: Approximately 69,000 employees including specialized field merchandising, sales, and marketing teams
• End-to-End Solutions: Full lifecycle support from product conception through in-store execution and post-sale analytics
• Proprietary Technology: AI-powered insights, intelligent video capture, image recognition, and digital shelf optimization
• Strategic Acquisitions: Enhanced capabilities through Daymon (private brands) and SAS (retail execution)
• Dual Expertise: Serves both emerging brands looking to scale and Fortune 1000 consumer goods companies
• Unseen Opportunities: Focus on uncovering new strategies and insights that create connections between brands, retailers, and consumers
• Unrivaled Vantage Point: Access to unique insights and relationships across the retail marketplace that drive data-driven decision making

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