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.