Everfield, a buy-and-hold investor in European B2B SaaS businesses, has signed a definitive agreement to acquire Genero, a leading retail execution software platform serving consumer product goods companies and retail service providers across Europe. The acquisition is Everfield’s first in Sweden and its third in the Nordics this year, adding new capabilities to its Field & Workforce Operations vertical.
Founded in 2001 in Stockholm, the company employs more than 20 people and serves thousands of users across 14 countries. Its customers are consumer product companies, food service operators, and retail service providers whose teams sell in store every day, including leading brands such as Lindt, Conaxess Trade, Spendrups, and Sales Support.
Genero’s platform manages the entire retail execution process in one system, from planning the visit to winning at the shelf. Genero Striker, the mobile app for field sales representatives, handles route planning, in-store ordering, campaign and promotion tracking, distribution and on-shelf availability checks, and photo and issue reporting. Genero Officer, the web platform for managers and back-office teams, covers targets, territories, and real-time performance dashboards, and integrates with ERP, CRM, and BI systems. Field activity flows from the shelf back to head office without manual handling.
“Over recent years, we at Genero have been focusing on growth and scale: growing our market share in the Nordic countries and finding new markets outside the Nordics,” said Pelle Törnblom, CEO of Genero. “In that ambition, we realised we needed help from a new international owner, and in Everfield we felt we'd found the perfect partner. We'll gain real muscle, know-how, and inspiration by taking this step forward.”
Pelle Törnblom will continue to lead the company alongside founders Håkan Sjöström and Patrik Andersson, who remain committed to the business.
“Genero is the retail execution platform consumer goods teams and retail service providers across Europe work with every day to win at the shelf, and a clear leader from its home market of Sweden, built on two decades of domain expertise. We're proud it's our first acquisition in the country. As digitalization reshapes how brands execute in store, Genero is built for exactly this moment, and Everfield brings the operational support, AI expertise, and European scale to take it further,” said Lorenz Fuglsang, Country Manager for the Nordics at Everfield.
Genero joins Everfield's Field & Workforce Operations vertical, a growing group of specialised software businesses supporting mobile workforces, operational planning, and field execution. The acquisition further strengthens Everfield's ecosystem of more than 40 B2B software companies and reflects its continued commitment to investing in category-leading software businesses across the Nordic region.
Completion of the transaction remains subject to customary regulatory approvals and other standard closing conditions.
About Genero
Founded in 2001 and headquartered in Stockholm, Genero is a leading retail execution software platform serving consumer product goods companies and retail service providers. Its platform combines a mobile app for field sales representatives with a web-based platform for managers, covering planning, in-store execution, and follow-up, with add-on modules for analytics, sales presentations and media, and image management. Genero's software is used by thousands of field sales users across 14 countries. Learn more at generosolutions.se.
About Everfield
Everfield is a buy-and-hold investor in European B2B SaaS businesses. Since its founding in 2022, Everfield has operated a decentralised model that allows acquired businesses to retain their brand and legacy, while accessing operational expertise and a network of more than 40 B2B software companies across Europe. Through hands-on support and expert resources, Everfield helps its portfolio companies achieve long-term growth, refine their products, strengthen financial planning, and attract and develop talent. The Everfield ecosystem spans verticals including Business & Industrial Systems, Food, Hospitality & Leisure, Field & Workforce Operations, Healthcare, and Education. Learn more at everfield.com.