Sneek, 30 October 2025 - From mid-January 2026, Hamilton Bright will continue as Smollan. The full service field marketing agency Hamilton Bright has been active in the Benelux for 25 years, working across FMCG, Consumer Electronics, Beauty and Health Care, and DIY, both in retail and Out of Home. Since 2017, the company has been part of the Smollan Group, a global organization with 80,000 employees in more than 60 countries, representing leading brands such as adidas, Unilever and Samsung. The rebranding marks a new phase in which Hamilton Bright’s local strength is combined with one global identity, bringing greater scale, efficiency and opportunities for innovation.

A logical next step
With more than 1,000 employees, Hamilton Bright has been part of the global Smollan Group since 2017. Smollan is a global organization specializing in retail services, including field sales and merchandising. Over the past years, the collaboration has become increasingly close, from joint clients and projects to shared systems and expertise. The name change therefore feels like a natural next step. It represents greater impact, improved efficiency, more innovation and new opportunities worldwide.New name, same cultureFor 25 years, Hamilton Bright has built a strong position in the Benelux. That experience and reputation form a solid foundation for the transition to Smollan. Personal attention, short lines of communication and genuine involvement will remain central, now enhanced by international knowledge, systems and innovation capabilities. Across Europe, entities are being aligned under one unified brand starting January 2026. This will strengthen recognition across borders and make it easier to serve international clients in a consistent way.

The power of Smollan
Smollan operates globally in field marketing and retail solutions, helping brands in diverse industries stand out by combining data, creativity and human connection. For Hamilton Bright, this means more than just a new name. It marks the beginning of a new chapter where local strength and culture are connected with international reach. This creates more room for growth, innovation and impact, while preserving the personal approach, accessibility and local presence that clients have always valued.

Field marketing more relevant than ever
Field marketing continues to be an essential part of today’s media mix. It is the most direct way to connect brands with consumers, from shelf optimization and in store experience to sampling and activations. In a time when consumers are more critical, technology plays a bigger role and marketing budgets are under pressure, the need for measurable, creative and data driven solutions is growing.

That is exactly where Hamilton Bright, soon Smollan, excels in the Benelux. Over the past 25 years, the company has evolved from an operational executor to a strategic partner for brands in FMCG, Consumer Electronics, Beauty and Health Care and DIY, both in retail and Out of Home. Through its connection with Smollan’s international network, this role will gain even more significance. With access to global expertise, smart technology and best practices, brands in the Benelux can expect more innovation, more impact and stronger performance on the shop floor.

“We remain who we are, but within a larger network,” says Jan Kalter, Commercial Director Netherlands. “We will continue our personal approach and short lines of communication. What we gain is additional knowledge and strength, allowing us to serve our clients even better in a market that is constantly evolving.”