On your team

Sales and marketing companies support brands with big company mentality, exposing them to new opportunities, fresh markets and equipping them with the knowledge to grow your brand at the right pace and though the correct channels. ShelfLife looks at some of the most dynamic sales and marketing companies in the Irish market at present


Brand Central

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23 April 2024

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Regardless of scale, retailers invariably encounter obstacles when it comes to expanding their customer base, driving sales, and fortifying brand presence. This is where sales and marketing companies step in, offering specialised expertise to customise strategies to meet the unique requirements of your business.

According to Enterprise Ireland: “Unlocking the full potential of your brand necessitates partnering with a specialised sales and marketing distribution agency. By harnessing their extensive expertise, you can effectively secure loyal customers in today’s dynamic market landscape. Allow them to adeptly navigate the challenges of identifying your niche, keeping tabs on competitors, and staying attuned to consumer trends.”

When considering outsourcing partners, brand owners should prioritise finding a partner that aligns with their values, goals, and specific brand needs.  Brand owners can tap into the expertise of their outsourced solutions partner, knowing they hold a track record of driving sales growth for a diverse range of brands. According to SHS Sales & Marketing, “Insights play a pivotal role in our approach, as we believe in translating consumer insights into actionable strategies. Our sales team, armed with channel expertise and category knowledge, cultivates excellent relationships with buyers and utilises market and consumer insights, along with brand owner data, to anticipate and shape market dynamics.”

These companies pride themselves on proactive communication and a collaborative approach, ensuring brands receive the attention and support they need to thrive in the Irish market.

When selecting  a new distribution partner, it’s essential to consider factors such as industry knowledge, track record of success, and the ability to tailor solutions to meet unique needs because at the end of the day every brand is different and requires a unique skillset to bring it to the next level.

In-house marketing teams can compile initiatives that  they know will work in the Irish market place and return tangible results. This can be a real game-changer for small brands in particular that don’t have the experience or knowledge and indeed time to do this for their own brand and can sometimes be too close to the brand to really evaluate what it needs to succeed.

Taking your brand from the domestic to the international market is a path not many companies will know how to navigate. With the right sales and marketing company this can be an easy transition as many companies have distribution hubs in Ireland, Northern Ireland and the UK providing an ideal footprint to seamlessly build brands in the UK, Europe and beyond.

We take a look at four of the most high profile and ambitious sales and marketing companies that are making a real difference to the future of the brands they represent.

Elevating brands

SHS Sales & Marketing devised high-quality merchandising for Vileda, where they achieved growth of 34% across the range in 2023


SHS Sales & Marketing 

Address: Unit Q1

Aerodrome Business Park


Co. Dublin


Tel: 00353 (1) 4016200

Email: info@shs-sales.ie

Web: www.shs-sales.ie

List of brands / brand partners:

  • Meridian
  • Fox’s Burton’s Companies
  • Crucials
  • Terry’s Chocolate Orange
  • Thompson’s Punjana
  • Primula
  • Irish Popcorn & Snackfood Company Ltd
  • Princes
  • Twinings
  • ZIP
  • Maguire & Paterson
  • Cricket
  • Reckitt Household
  • Reckitt Healthcare
  • Freudenberg
  • BioBag
  • Mentholatum
  • Scholl
  • Bottlegreen
  • Shloer
  • WKD
  • Rocks
  • Tommee Tippee
  • Organix

What are the key benefits that your services bring to a brand, such as expertise and communication?

SHS Sales & Marketing is one of Ireland’s largest sales and marketing companies, renowned for its expertise, market knowledge and commitment to excellence. Our team brings unparalleled expertise to the table, crafting innovative strategies and executing meticulous merchandising plans to drive brand success. Leveraging comprehensive market insights, we ensure brand prominence, visibility, and impact in a competitive landscape. Central to our success is our people-centric culture, fostering collaboration, creativity, and continuous learning to build lasting relationships based on trust and mutual success.

How can a brand identify the best outsourcing partner to benefit its particular product?

When considering outsourcing partners brand owners should prioritise finding a partner that aligns with their values, goals, and specific brand needs. At SHS, we believe in the power of partnership to drive brand growth. By selecting SHS as your outsourced solutions partner, brand owners can tap into our expertise and track record of driving sales growth for a diverse range of household brands.

Our success lies in our ability to form strategic alliances and capitalise on synergies within product portfolios. For instance, by combining the Cricket Lighters and Standard Brands portfolios, we were able to leverage our strength and scale in the ignition category, gain market share in the lighter category, and achieve market-leading in-store execution.

Insights play a pivotal role in our approach, as we believe in translating consumer insights into actionable strategies. Our sales team, armed with channel expertise and category knowledge, cultivates excellent relationships with buyers and utilises market and consumer insights, along with brand owner data, to anticipate and shape market dynamics.

A testament to our capabilities is the successful start to the year for Meridian, Ireland’s number-one peanut butter brand. Our team seized the opportunity presented by the consumer shift from Christmas indulgence to health-consciousness by executing impactful in-store feature displays and creatively leveraging display space for occasions like Pancake Tuesday.

Our team offers expertise, strategic alliances, insights-driven strategies, and a proven track record of driving growth for diverse product portfolios. SHS represents a number of iconic brands including WKD, Burtons Biscuits, Punjana, Meridian, Shloer, bottlegreen, Finish, Vileda, Maguire & Paterson matches, Cricket lighters and Zip ignition products.

What expertise can your outsourcing partner provide in terms of relationships with retailers and ensuring products reach consumers effectively?

When partnering with SHS to outsource your brand, you gain access to a wealth of expertise aimed at optimising your brand’s potential, anticipating market needs, and ensuring outstanding results. We understand that flexibility is paramount, which is why we tailor our services to suit your brand’s unique needs and goals.

We devise and implement tactical solutions to achieve your brand’s strategic goals. Expertly designed and high-quality merchandising is crucial to ensuring maximum visibility for your brand in the retail environment. A prime example of this is our support of the Vileda brand, where we achieved excellent growth of 34% across the range in 2023. Notable performers included the Turbo Smart Mop/Turbo Refill and Supermocio Mops, among others. Launching new products like the Spin & Clean Mop further contributed to our success, with Q1 YTD delivering 31% growth.

We offer a wide range of merchandising solutions tailored to each retail space, ensuring consistency and high standards across in-fixture shelves and secondary displays. For instance, in response to increasing consumer demand for self-medication during the cold and flu season, we collaborated with Reckitt’s Healthcare team to develop impactful in-store branding for their winter medication range, securing ladder displays and free-standing display units to enhance visibility.

Similarly, Punjana, a new addition to our portfolio in 2023, has experienced brand growth since partnering with SHS. Our commitment to excellence in merchandising and strategic partnerships with retailers ensures that your products reach consumers effectively, driving growth and success for your brand.

Turning ambitions into reality

GM Marketing is passionate and committed to unleashing the potential of its customers

Fact file

GM Marketing Ltd

Address: 9 Hillview Road, Belfast, BT14 7BT

Phone :  00 44 28 9026 7080

E-mail: info@gmmarketing.co.uk

Web : www.gmmarketing.co.uk

Key brand partners

  • Tilda
  • Yazoo
  • Fox’s
  • Nando’s
  • Filippo Berio
  • Canti
  • MOTH
  • Costa
  • Eddie Rocket’s
  • Jamie Oliver
  • Crespo
  • Fiid
  • Gallo
  • Free’ist
  • Favourit
  • The Celtic Collection
  • Home Essence

Company spotlight

We’re here to turn big ambitions into a reality. Working with brands who align with our growth mindset, we want to evolve the landscape of FMCG distribution and marketing through impactful, progressive brand partnerships.

We are passionate and committed to unleashing the potential of our customers, team and brands, doing right by them all in the process.

Established in 2000, we are a privately owned Irish business with distribution hubs in Dublin (IRE), Belfast (NI) and Rugby (GB), providing an ideal footprint to seamlessly build brands in the UK, Ireland and Europe. Brexit means GM is in a unique position to have access to the UK and EU markets through our HQ in Belfast. We’re experts in our field and an advocating voice for our brands to navigate changing policies including the Windsor Framework.  Putting it simply, we’ve mastered customs.

Operating in all major channels, including grocery, convenience and off licence, across the island of Ireland, our team provides full coverage of key accounts.

All agencies provide differing services working towards the same goal; can you outline the key benefits that this work brings to a brand?

At GM Marketing, we bring a wealth of expertise and experience to the table, honed over years of working with diverse brands. Our team are solution orientated and customer centred, navigating customs and servicing our customers from our owned warehouses. With a strong sales team including national account controllers and field sales covering over 1,500 calls monthly across 700+ accounts we’re unlocking unparalleled expertise to propel brands to new heights in Ireland. Our in-house marketing team allows us to craft compelling shopper and trade marketing initiatives that strike a chord with Irish consumers and return measurable outcomes.

We pride ourselves on our proactive communication and collaborative approach, ensuring that brands receive the attention and support they need to thrive in the Irish market.

An outsourcing partner can benefit brands of all sizes; what should a brand be looking for, to best benefit its particular product?

When selecting  a new distribution partner, brands should look for a company that aligns with their specific goals and values. It’s essential to consider factors such as industry knowledge, track record of success, and the ability to tailor solutions to meet unique needs. At GM Marketing, we understand that every brand is different, and we work closely with our partners to develop customised strategies that deliver tangible results. Our flexible approach ensures that your product receives the attention and support it deserves. More than just a distributor, we’re the partner of choice for brands who want to grow – small enough to care about every single brand we work with and big enough to make an impact for the brands we champion.

What can the expertise an outsourcing partner provide in terms of relationships with retailers, and getting the product through the last step and into consumers’ hands?

We’re working to evolve FMCG brand building through our experience and expertise; and through dynamic collaboration, we are committed to unlocking the potential of our brand partners. Punching above our weight, we’re hungry for success.

The key advantages of partnering with GM Marketing is our extensive network of relationships with retailers across the island of Ireland and GB and access to our senior team who are intrinsically involved in both the high-level strategy and the customer level detail. We’re a fast-moving and reactive business that thrives on delivering great work in a demanding landscape. Our team has cultivated strong connections with leading retailers, allowing us to navigate the complexities of the retail landscape with ease. We anticipate changes, respond promptly, and adapt swiftly, seamlessly navigating the dynamic business landscape of the FMCG sector, remaining agile in the face of opportunities and challenges and effortlessly pivoting to optimise outcomes. From negotiating shelf space to executing impactful marketing campaigns, we leverage our expertise to ensure that our brand partners reach consumers efficiently and effectively.

Trust is the unwavering cornerstone of our business, ensuring reliability and integrity in everything we do. With 24 years of experience, we have a proven track record of delivering results; we’re tried and tested. Just ask any of our brand partners  – we’re here for the long haul.

With GM Marketing as your distribution partner, you can trust that your product will not only make it onto the shelves but also into the hands of eager consumers, driving growth and success for your brand.

Connecting brands, retailers and consumers

Ampersand offers nationwide distribution, catering to over 3,000 direct accounts across Ireland, reaching every town and shop format



Address: Naas Road­, Clondalkin, Dublin 22, D22 XN73

Phone: 01 4130100

E-mail: info@ampersandsales.ie

Web: ampersandsales.ie

Key brands: 

  • Cleeve’s Irish Confectionery
  • Sonas Sweets
  • Rioja Vega
  • Agio Cigars
  • Pasqua Wines
  • OCB
  • Clipper Lighters
  • Lost Mary
  • Elf
  • Ballymaloe
  • Maguire & Paterson Matches.

Company spotlight

Ampersand, a family-owned business established in 1947, stands as Ireland’s premier FMCG Sales and Marketing distributor to the convenience and off-licence sector. The company name derives from the “&” symbol, symbolising its role as a connector between brands, retailers and consumers.

With a diverse, award-winning product portfolio sourced from over 50 suppliers worldwide, Ampersand specialises in confectionery, snack foods, wine, cigars, tobacco accessories, and vaping products. Ampersand ­trades with all retail groups and offers a range of services to launch cutting-edge brands onto the market.

Ampersand offers nationwide distribution, catering to over 3,000 direct accounts across Ireland, reaching every town and shop format. Key brands within its portfolio include Cleeve’s Irish Confectionery, Sonas Sweets, Rioja Vega, Pasqua Wines, Agio Cigars, OCB, Clipper Lighters and more. Additionally, Ampersand supports other Irish distributors in brand distribution to the convenience and multiple sectors, handling brands like Lost Mary, Elf, Ballymaloe, and Maguire & Paterson Matches.

Backed by a dedicated sales team of ten experienced representatives, Ampersand ensures nationwide coverage across all trade sectors. This team fosters strong relationships with customers, offering tailored presentations, promotions, and product knowledge to meet individual store needs.

Leveraging trade and consumer marketing expertise, Ampersand collaborates closely with brand partners to develop targeted brand-building strategies and activities. In addition, Ampersand excels in key account management and relationships with retail head offices.

Ampersand’s proven track record in brand distribution, sales, and marketing makes it a trusted partner for brand owners seeking growth in Ireland. For enquiries about unleashing your brand’s potential with Ampersand, contact info@ampersandsales.ie.

Building brands for the future

A brand behind the brands

Allegro Sales & Marketing

Address: 2nd Floor Unit 3, Nexus Building, Blanchardstown Corporate Park 1, Dublin 15, D15 TPW8.

Phone: 353 1 858 0600

E-mail: info@allegro.ie

Web: https://www.allegro.ie

Key brands: 





The Bakehouse


Lilys Kitchen



Coty Beauty:


Sally Hansen

Sun Shimmer



Max Factor


David Beckham

Vera Wang

Personal Care:






Lil Lets



Science Of Skin





Lil lets Maternity




Mr Muscle




Cherry Blossom



Willow Warm



Coty luxury (Hugo Boss, Calvin Klein, Gucci, Joop!, Marc Jacobs, Burberry, Lancaster, OPI) Patchology

This Works

Formula Prescott

Allegro Ltd is one of the largest and longest established sales marketing and distribution companies operating in Ireland. Allegro’s proven capability to deliver varied yet cost effective sales solutions to our clients is achieved through a clear focus on the distinct needs of our individual clients to accomplish quality driven results.

Trust in PRMs experience

PRM offers expertise in key account management and maintains strong relationships with retail head offices. The team have a wealth of experience in trade marketing and work closely with all their brand partners to activate impactful in-store campaigns.

In addition, its highly experienced team of five business development representatives offer all Ireland coverage in all trade sectors supported by our internal sales support team. The sales team have developed strong relationships with their customers and have extensive product knowledge, offering tailored presentations, promotions, and a product offering to best suit each stores unique requirements.

Fact file


Address: 16 Rathdown Road,

Lissue Industrial Estate, Moira Road,

Lisburn, BT28 2RE

Phone: +44 (0) 28 9262 0200

E-mail: sales@prmgroup.co.uk

Web: www.prmgroup.co.uk 

SUB HEAD: Key Brands:

Fage, Müller, Nomadic, Cully & Sully, Gosh!, Herta, Galberts, Onken, Kinder Chilled, William Carr, Carbery Cracker, Innocent Drinks, Dubliner, Rosie & Jim, Bernard Matthews,  Rustlers, Isle of Man Creamery, Cookstown, Cottage Desserts, Clandeboye Yoghurt, Mash Direct, Linda McCartney’s, Flora, Elmlea, Stork, Yazoo, Sunny D, Gazebo, Spring Fresh, Giovanni Rana, and most recently, Oddlygood.

For over 35 years PRM has provided a route to market for leading chilled & frozen food brands across Ireland, Great Britain and Europe. Specialising in sales, distribution, haulage, logistics and production, we create powerful relationships between our suppliers, customers and their consumers.

Solutions To Distribution

Through our award winning sales and distribution model, we have excelled in turning new market entrants into chilled category leaders. Our dedicated trading managers work with brand owners to develop a mutually beneficial joint business plan, which is designed to drive distribution, penetration and sales growth.

Working with a portfolio of over 30 leading brands, PRM provide a route to market to the retail, wholesale and food service sectors across Ireland. Its commercial team of food industry experts are equipped to provide complete or part management of your brand in the Irish market. Its goal is to act as an extension of our supplier’s operations and tailor our offering to suit the needs of your business.

As a company based in Northern Ireland importing and exporting products to and from Ireland, Great Britain and mainland Europe daily, PRM is in a unique position to offer a solution to distribution issues that many of suppliers and retailers have faced as  a result of Brexit and the Windsor Framework. Its in-house Customs team ensure that all customer and supplier requirements are managed efficiently and effectively  to ensure a seamless journey to PRM and onward distribution across the Island of Ireland.

Read more: 74% of companies expect sales and marketing salaries to increase this year



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