Strikeforce has acquired Retail Safari from CPM Australia
December 2025 — Strikeforce AMC Pty. Ltd. has acquired Retail Activation Pty. Ltd., known as Retail Safari, from CPM Australia Pty. Ltd. The acquisition represents a strong strategic fit for Strikeforce, expanding the group’s presence across adjacent retail channels in consumer electronics, telecoms and financial services, as well as enhancing its field activation and consumer marketing capabilities.
Strikeforce is a leading field sales and retail marketing group providing services including merchandising, sales and space planning for major brand owners and retailers. The company is a leading merchandiser across grocery, do-it-yourself and liquor channels, and its client base includes most of the top five Australian brands within their respective retail categories.
Retail Activation, trading as Retail Safari, is a field activation business delivering a range of retail marketing services designed to optimize interactions, activate brands and influence decisions at critical touchpoints. Its services include merchandising, creative services, insights and analytics and mystery shopping, with a focus on the consumer electronics, telecoms and financial services sectors.
CPM Australia comprises two core businesses: a retail marketing division operating as Retail Safari, as well as a sales and contact center business that also provides a digital platform solution.
Our role in the transaction
Oaklins’ team in Australia served as the buy-side advisor to Strikeforce in this transaction.
Talk to the deal team
Related deals
Evoke Creative has been acquired by Steliau Technology
Private equity firm BGF has sold Evoke Creative Ltd., an international provider of interactive digital solutions, to Steliau Technology, a company backed by Astorg Partners. Evoke will continue to operate as an independent brand while benefiting from the wider group’s support to accelerate international expansion, increase product innovation and strengthen its position in key vertical markets.
Learn moreTechnolignes builds an Eastern Canada leader with the acquisition of C3F Telecom
C3F Telecom Inc. has been acquired by Technolignes as part of its strategy to build a leading telecommunications infrastructure platform across Eastern Canada. The transaction brings together two highly complementary businesses, combining C3F’s engineering and network design expertise with Technolignes’ established field construction capabilities and regional presence. Together, the companies are well positioned to deliver end-to-end telecommunications infrastructure solutions to telecom operators, municipalities and public sector clients across a broader geographic footprint.
Learn morePDC Wellness has sold Salon System to Professional Beauty Systems
PDC Wellness has successfully sold its Salon System and Just Wax brands to Professional Beauty Systems (PBS).
Learn more