DELSOL Avocats advised the management of the LOYALTY COMPANY group on its sale to UP COOP

The UpCoop cooperative (Groupe Up), a major player in socially and locally useful payment solutions (luncheon vouchers, gift vouchers, etc.), has acquired the Loyalty Company group, France’s leading expert in data marketing and communications consultancy.

Created in 2004, the Loyalty Company group employs 75 experts in consultancy, data, digital and project management based in Lyon, Paris and Lille. It includes two complementary agencies, Kiss the bride and Muse, dedicated to companies’ marketing and commercial performance.

This transaction will strengthen the innovation and digital activities of UpCoop, which can already rely on several platforms to deploy incentive and loyalty programmes, through its UpPulse and UpCev subsidiaries.

In the context of this transaction, Emmanuel KAEPPELIN, partner, and Mathieu LAMBERT, associate of the Mergers & Acquisitions - Corporate Law department, advised the management of the Loyalty Company group.