Grant Thornton and Bold advise on adm's Dutch acquisition

19 July 2021 2 min. read

Marketing services business adm Group has acquired XLCONCEPT, a Netherlands-based company specialised in the point of sale and branded merchandise solutions. 

Founded in 1999, XLCONCEPT helps a range of clients – with a focus on beauty and skincare companies – with designing and implementing their in-store activation campaigns. Among the firm’s well-known clients are Dove, Fairy, Nivea, MaxFactor, Oral-B and Head Shoulders, as well as retailers such as Boss and Puma. 

“We specialise in helping brands make a lasting impact,” explained Joris Albers, managing director at XLCONCEPT. “We are experienced in designing, engineering, producing and delivering unique give aways, premiums and other promotional point-of-sales materials and loyalty programmes.” 

Grant Thornton and Bold advise on adm's Dutch acquisition

London-based adm Group (over 500 people across 20+ countries) has been working together with XLCONCEPT for “many years” said chief executive officer Justin Barton, and building on this relationship the company has now acquired the 50-strong Dutch player. “We see a great strategic fit between the businesses.” 

Barton added, “Joining XLCONCEPT’s great people, local sourcing capability and expertise in accessories and gifting services with adm’s global reach, market-leading supply chain and world-class technology and infrastructure will create more value for our clients.” 


The deal between the two companies was supported by M&A advisors from several consultancies. Dutch management consultancy firm BOLD acted as the exclusive corporate finance advisor to the shareholders of XLConcept, with a deal team consisting of Nico Dijkstra, Sander Huijer and Jasper Litjens. 

At the other side of the deal table, Grant Thornton served as a financial advisor to adm Group, supporting the deal with a joint Netherlands and UK staffed team. The firm’s M&A arm provided the financial due diligence (team: Wilfred van der Lee, Kevin van den Berg, Thom Jenster) and tax advisory expertise (team: Jurgen van Hattum, Charles Marais, Henk Brinks, Pierre Docx). 

Legal support was delivered by Humpreys Law (Henry Humphreys), Vriman M&A Lawyers (Jan Vriesendorp, Menno Verboom, Marius Ankum, Bas Mees, Freek Eveleens Maarse) and DLA Piper (Pieter Paul Terpstra, Michiel Ruhaak).

The deal comes shortly after adm Group in the UK completed a major Euro 2020 marketing campaign for AB InBev, which saw Kyle Walker, Jordan Pickford and Kieran Trippier feature in the Local Legends Budweiser Boxheads campaign with the aim to celebrate the England squad members football heritage.