Waterland has supported the strategic partnership between GoGift and CQM Rewards
September 2026 — CQM Rewards have entered into a strategic partnership with GoGift through a transaction led by Waterland Private Equity, bringing together two leading European providers of corporate gifting and incentive solutions.
CQM Rewards is a Spanish group specializing in promotional marketing, incentive programs and loyalty solutions for businesses, with more than 30 years of experience. Combining consulting, a rewards catalog and proprietary technology, the group designs and manages B2B programs that drive sales, motivate teams and commercial networks and strengthen customer loyalty.
Waterland is an independent European private equity firm founded in 1999 and headquartered in the Netherlands. The firm specializes in supporting companies in fragmented growth markets, focusing on buy-and-build strategies to consolidate and scale businesses across Europe. With an extensive network of offices and a long track record of supporting entrepreneurial management teams, Waterland is an established European private equity investor. Its portfolio includes GoGift, a leading provider of corporate gifting, rewards and incentive solutions serving more than 15,000 B2B clients across 70 countries.
Our role in the transaction
Oaklins’ team in Portugal advised the Spanish and Portuguese management shareholders of CQM Rewards on the sale of their minority stakes to Waterland and their subsequent reinvestment.
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