Press release – Rumst, November 27th 2023
All Fields bv (°2013, Rumst)
is an operational field marketing business, offering specialist assistance with the technical and logistical aspects of promotional projects in store at retailers in the widest sense of the word. Specifically, All Fields positions itself as a full-service provider for retailers and suppliers wishing to create an effective product display, look and feel.
Having already built a strong market share with its own activities in the Netherlands, All Fields recently took over its sector counterparts Shop Support and Groen Field Marketing in the Netherlands. For the managing founders of All Fields, Olivier Coeman and Giovanni Van Bael, this deal secures a significant upscaling with positive synergies. As one example, the location of both businesses, Rumst in Belgium, and Leeuwarden in the north of the Netherlands, means that the action radius of All Fields has strategically increased.
Perfect match
Shop Support and Groen Field Marketing, both run by Marieke Veenstra and Auke Groen, also operate as field marketing companies, serving the whole of the Netherlands from Leeuwarden. Shop Support is specialised in the DIY sector, ranging from merchandising and shop styling to field marketing. Groen Field Marketing is specialised in retail, and gives customers’ brands the attention they deserve on shelf.
Auke Groen: “All Fields came to us because of our quality regarding our employees, our approach and our network. We felt a mutual click to look at scaling up together. Our meetings gave us confidence that this would be possible by working across the borders, while maintaining our quality and service”. Giovanni Van Bael and Olivier Coeman confirm: “Their strategic location, together with their strong, solution-oriented reputation and the fact that we already had common customers, was the trigger for us to start talking to these two complementary companies. Thanks to this deal, our service provision in the Benelux is logistically optimised for all our stakeholders”.
Strong signal
Both Dutch companies will continue working autonomously. Nothing will change for their customers and employees. After all, both organisations share identical DNA when it comes to teamwork and teambuilding, and all employees are central in the business model.
A new overarching holding All Fields Invest will be added, in which Marieke Veenstra and Auke Groen will be co-shareholders and operational managers. They will continue operating under their own name during the transition period. Giovanni Van Bael is heading to Leeuwarden to forge a close Benelux organisation with the appropriate synergies. Olivier Coeman is leading the further expansion and development of the Belgian branch together with new co-shareholders Veronique Janssens and Gert Hellemans (ex-general manager Active Ants Belgium). “In doing so, we are sending a strong signal to our present and future customers that our Belgian-Dutch team intend to succeed in this partnership”, say Coeman and Van Bael. Plus, All Fields in Belgium is being guided by SDM Corporate Finance Group and the law firm Trent.Law, while assistance for Shop Support and Groen Field Marketing in the Netherlands is being provided by the law firm Van der Sluis, Van der Zee & Kalmijn Advocaten.
At home in all markets
