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
Rustins has been acquired by Remmers
Germany’s Remmers Gruppe SE has acquired UK coatings maker Rustins. The acquisition strengthens Remmers’ presence in the UK and expands its product portfolio and distribution channels. While Remmers has an established UK business focused on industrial flooring and wood coatings, Rustins brings complementary product ranges, established trade and distribution relationships and access to new customer groups in the DIY, painting and household retail sectors. Following completion, Rustins Group is wholly owned by Remmers, which has acquired all shares in Rustins Holdings Limited, including its operating company, Rustins Limited.
Learn moreBe-Cloud has been acquired by PSG Equity
Be-Cloud, backed by B&Capital since 2021, has been acquired by PSG Equity, a leading growth equity firm specializing in software and technology-enabled services. The transaction marks the full exit of B&Capital and the reinvestment of Be-Cloud’s founders, Lenny and Sébastien Vercruysse, alongside PSG Equity.
Learn moreMattina Holding has sold a 5% stake in Gens Aurea via accelerated bookbuild
Mattina Holding S.A. (DVC Partners) has sold a 5% stake in Italian company Gens Aurea S.p.A. through an accelerated bookbuild, raising approximately US$69.96 million.
Learn more