More efficiency, agility, and impact for you as a client.
For 25 years, Hamilton Bright has been building a strong position in the Benelux. With personal attention, short lines of communication, and dedicated teams, we have helped brands grow within FMCG, consumer electronics, beauty & health care, and DIY – both in retail and Out of Home. This experience and reputation form the solid foundation for our next step. In January 2026, our name changed, and we officially moved forward as Smollan.
What does this mean for you as a client or partner?
What remains central for you as a client is our commitment. You will continue to work with the same people, receive the same quality, and benefit from the same focus on results. What’s new is an international identity that reinforces our local strength and prepares us for the future. Our personal approach, local teams in the Netherlands & Belgium, short lines of communication, and trusted contact persons will remain the same.
We continue to do what we do best: making brands stronger on the shop floor. From sales support and merchandising to activation and in-store experience. However, from now on, we will do so as part of one strong, international brand: Smollan.
The benefits for you as a client
- More agility: access to international expertise and technology.
- Faster collaboration: streamlined processes and centralized systems.
- Greater impact: more data, more creativity, and more impact on the shop floor.
- A unified brand identity: no fragmentation, but one single brand – recognizable and reliable.
Local expertise, global reach
About Smollan
Founded in 1931 and still a family-owned business, Smollan is an international retail solutions partner with a strong focus on field marketing, sales, activation, data, and brand experience. Smollan helps brands differentiate themselves by cleverly combining human connection, data, and technology. And from now on, we are doing that together!
Why did the name Hamilton Bright change?
The name change from Hamilton Bright to Smollan is a logical next step in our growth. We have been part of the Smollan Group since 2017—a global organization with more than 80,000 employees in over 60 countries. Smollan works for international brands such as adidas, Unilever, and Samsung, combining local execution with smart technology, data, and global expertise.
By operating under the same name ”Smollan”:
- We increase our international agility
- We strengthen our collaboration across Europe
- We offer our clients greater efficiency, innovation, and scalability.
This makes collaboration easier, processes more efficient, and provides our clients with enhanced scalability and continuity.
“We remain who we are, but within a larger network,”
Says Jan Kalter, Commercial Director Netherlands. “We will maintain our personal approach and short lines of communication. What we are adding is extra knowledge and agility, which enables us to serve our clients even better in a rapidly evolving market.”
