Ephex Acquires Superfridge from Advantage Solutions
Ephex, a private company that offers in-store retail media and marketing solutions, has acquired Superfridge from Advantage Solutions.
Superfridge is an in-store marketing and merchandising provider that offers display solutions and a promotional program for refrigerated and frozen brands. Its cooler units are designed to engage consumers and drive product trials and impulse purchases among shoppers who may not ordinarily buy the featured products.
"For more than 30 years, Superfridge has partnered with national retailers to drive in-store visibility, sales and profits for both the store owners and CPG brands," Tom O'Reilly, founder and CEO of Ephex Partners, said in a media release. "We appreciate Advantage Solutions for placing their trust in us to build on the Superfridge legacy by further investing in the strong, talented team and enhancing the technological capabilities of the program."
Superfridge has more than 2,000 dual-temperature cooler units in “high-traffic locations” at retailers across the U.S., including Albertsons Cos., Giant Eagle, Kroger and Southeastern Grocers.
"At Superfridge, we're committed to expanding our retail and CPG partner network by creating engaging and impactful environments that drive customer conversion at the point of purchase," added Mark Soter, vice president of services at Superfridge. "Our focus is on delivering exciting in-store environments that support our clients in achieving their sales and business goals."
This move also bolsters Ephex’s growing portfolio of in-store offerings. In June, the company introduced consultation and end-to-end planning and execution services for its in-store retail media solutions, including streaming music, audio advertising and digital signage, to its retailer partners.