BDO Deal Advisory advises Genero Solutions on its sale to Everfield
BDO Deal Advisory advises Genero Solutions on its sale to Everfield
BDO Deal Advisory has acted as exclusive financial advisor to the owners of Genero Solutions in connection with Everfield's acquisition of 100% of the shares in the company.
About the company
Genero, founded in 2001 and headquartered in Stockholm, is a leading retail execution platform used by suppliers in the grocery (FMCG) and fast-moving consumer goods sectors, as well as by field sales service providers. The company has just over 20 employees and serves thousands of users across 14 countries, with customers including leading brands such as Lindt, Conaxess Trade, Spendrups, and Sales Support.
Genero's platform manages the entire retail execution process within a single system — from planning the store visit to winning on the shelf. Genero Striker is the mobile app for field sales representatives, handling route planning, in-store order placement, campaign and promotion follow-up, distribution and shelf-share monitoring, and photo and deviation reporting. Genero Officer is the web platform for managers and back-office staff, covering targets, territories, and real-time follow-up, as well as integration with ERP, CRM, and BI systems.
About the buyer
Everfield is a European buy-and-hold investor focused on B2B SaaS companies. Since its founding in 2022, Everfield has built a decentralized model in which acquired companies retain their brand and identity while gaining access to 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.
Everfield's ecosystem spans several verticals, including Business & Industrial Systems, Food, Hospitality & Leisure, Field & Workforce Operations, Healthcare, and Education. The acquisition of Genero is Everfield's first in Sweden and its third in the Nordics this year, reinforcing the company's push into the Field & Workforce Operations vertical — a growing group of specialized software companies supporting mobile workforces, operational planning, and field execution. The acquisition is part of Everfield's strategy to invest in category-leading software companies in the Nordics and to continue building out its growing ecosystem of specialized B2B SaaS companies.
About the transaction
Through the acquisition, Genero gains access to Everfield's operational support, AI expertise, and European scale to continue growing in both existing and new markets.
Pelle Törnblom will continue to lead the company alongside founders Håkan Sjöström and Patrik Andersson, both of whom remain with the business.
"In recent years, Genero has focused on growth and scale — both by strengthening our market position in the Nordics and by establishing ourselves in new markets beyond the region. In pursuing that ambition, we recognized we needed a new owner with international reach, and in Everfield we feel we've found the perfect partner. We now gain access to the expertise, network, and technical inspiration to take the next step."
— Pelle Törnblom, CEO, Genero Solutions
Deal team
The transaction was led by BDO Deal Advisory M&A, with the project team consisting of Dan Öhman and Claes Nordebäck, together with transaction lawyers Jens Andrén and Ludwig Eriksson from Eversheds Sutherland.
"It has been a fantastic experience working with the Genero team for just over three years, during which they followed through on the business plan they laid out and exceeded the financial targets they had set. Getting to come in early in a sale process and work alongside the owners to reach ambitious goals is deeply rewarding. I am convinced that Everfield is exactly the right home for Genero, and I very much look forward to what they can achieve together going forward."
– Dan Öhman, BDO Deal Advisory
"We have had the privilege of working closely with Dan Öhman and the team at BDO Deal Advisory for three years, from the early work on exit readiness through to now completing a successful sale to Everfield. BDO's team came to know Genero in depth over time, which made them a close and knowledgeable advisor throughout the entire journey — from initial structuring to the finish line. Dan and the team's commitment, long-term perspective, and understanding of our business and the buyer landscape were instrumental in allowing us to enter the process well prepared and complete a deal that feels right for both the company and its employees."
– Håkan Sjöström and Patrik Andersson, founders, Genero Solutions
