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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

Now in their early thirties, Olivier Coeman and Giovanni Van Bael truly went out ‘in the field’ to gather their expertise, and after 10 years of activity they operate in many domains. Therefore, alongside their slogan ‘taking care of your brands’, their name ‘All Fields’ can be taken quite literally. Indeed, All Fields acts as a ‘category manager’ to guide its customers in realising optimal merchandising and in-store remodelling, and takes care of in-store promotion with commercial displays, point of sale material (POS), etc. All Fields also sets up technical installations and takes care of store moves, partial restyling or entire transformations.
An added advantage is that All Fields in Rumst has offices and warehouses covering an area of over 5,000 m², with all possible logistical facilities, whereby it can also offer a warehousing & logistics service. “Thanks to our ideal location in Rumst, in a central position between Brussels and the port of Antwerp, and on the intersection of two motorways (E19 and A12), we work as a full-service partner for supply chain management”, explains All Fields.

B2C service

The service at All Fields also goes beyond the B2B domain. All Fields customers with an ‘after-sales’ service can call on All Fields for their technical knowledge and expertise. In this way, assistance is provided to end consumers at home in installing and starting up technically complex products. All Fields customers are therefore able to avoid returns or service costs.