A strategic alliance built around smart money

As Smarter Capital prepared to accelerate its growth plans, the Executive Team looked beyond traditional investment capital and sought partners capable of adding specialist commercial expertise.

The aim was to secure both additional funding for acquisitions and practical capabilities that could support organic growth across acquired businesses.

This search led to the alliance with Ash Kandhari and Rex Brown.

A leading strategic marketplace-selling partner

Rex Brown provides an end-to-end marketplace service for household brands, established SMEs, digital-transformation teams and emerging challenger brands.

Its tailored services are designed to increase sales, raise awareness, grow revenue and expand market share across digital channels while protecting brand integrity.

The partnership gives Smarter Capital's portfolio businesses access to expertise that would typically be reserved for much larger global organisations.

Expanding Smarter Capital's ecommerce capability

The alliance significantly strengthens Smarter Capital's ability to create high-growth opportunities for ecommerce businesses within the group.

Rex Brown brings specialist expertise across Amazon, eBay and other marketplaces throughout the UK and Europe.

The collaboration also provides access to Rex Brown's TikTok solution, including a network of more than 14,000 influencers and a broad range of supporting marketing services.

Supporting ambitious ecommerce brands

At the time of the announcement, Smarter Capital's ecommerce acquisition strategy focused on established UK brands generating more than £2 million in revenue and over £500,000 in EBIT.

The model involves acquiring a majority stake, partnering with existing owners and helping strengthen the business's offer, marketing and operations.

The combined platform supports growth through

• Specialist direct-to-consumer ecommerce strategy.
• Marketplace management across Amazon, eBay and other channels.
• TikTok Shop and influencer-led marketing capability.
• Digital marketing and customer-acquisition expertise.
• International marketplace and export expansion.
• Operational and fulfilment support.

Opening access to millions more customers

Martin Hargreaves said the alliance brings together complementary capabilities across direct-to-consumer growth, export, marketing and marketplace management.

The combined proposition gives acquired businesses and partner brands access to millions of additional customers across the UK, Europe and India.

A stronger proposition for founders and business owners

Mark Callaghan said the collective expertise of the teams, combined with their intellectual property and fulfilment capabilities, creates a compelling opportunity for founders seeking the next phase of growth.

The partnership reinforces Smarter Capital's objective of delivering both robust growth and increased profitability across its portfolio.

Enterprise-level infrastructure for challenger brands

Ash Kandhari said he strongly believes in the strategic value of the partnership.

Rex Brown's ecommerce infrastructure is trusted by global brands including Unilever, L'Oréal, Procter & Gamble and Nestlé.

The alliance enables challenger brands within Smarter Capital's portfolio to access the same high-level infrastructure, expertise and routes to market.

Building a platform for accelerated growth

The partnership formed part of Smarter Capital's wider strategy to build a group with deep operating capability rather than relying on capital alone.

By adding specialist partners such as Rex Brown, the group can provide acquired businesses with practical support across ecommerce, technology, marketing, export and fulfilment.

This approach is designed to help portfolio companies grow faster, operate more efficiently and create greater long-term value.