Yoobic acquires Simplifield to accelerate retail digital transformation on a global scale

The transaction supports Yoobic’s international expansion strategy. Effective Capital advised the selling shareholders in this strategic transatlantic deal.

Yoobic, a fast-growing technology company specializing in frontline team performance optimization, has announced the acquisition of French company Simplifield, a SaaS platform for in-store operations management. This strategic transaction strengthens Yoobic’s position as a global leader in digital retail solutions, with a strong footprint across Europe and North America.

Founded in 2013 in Paris, Simplifield has become a leading player in the digitalization of retail execution processes for brands and retailers. Its platform—used by major international groups, including LVMH—centralizes communication, streamlines operational execution, and enables faster decision-making at every level of the organization. With a strong presence in the luxury, cosmetics, and food service sectors, Simplifield has expanded across Europe and North America, helping multi-site networks adapt to post-COVID digital transformation challenges.

The integration of Simplifield will allow Yoobic to broaden its solution offering, create significant technological synergies, and strengthen its market share in a rapidly evolving environment. The complementarity between the two platforms will help meet growing demands for productivity, employee engagement, and operational excellence on the shop floor.

A new chapter for Yoobic

For Yoobic, this acquisition is part of a targeted external growth strategy aimed at strengthening its solution portfolio and accelerating its global reach. Already established in the UK, France, the United States, and Canada, the company intends to leverage Simplifield’s technology, customer base, and talent to enter new verticals and expand its value proposition.

“We are excited to welcome the Simplifield team to Yoobic. Our visions are aligned, our solutions are complementary, and we share the same ambition: to help retailers become more agile, efficient, and impactful in the field,”
said Fabrice Haiat, CEO and co-founder of Yoobic.

A competitive process led by Effective Capital in a complex environment

Effective Capital acted as exclusive financial advisor to the selling shareholders—Field Agent, a U.S.-based retail analytics company, and growth equity fund Five Elms Capital. Mandated in the summer of 2024, the team structured a rigorous and competitive international sale process, engaging leading strategic and financial acquirers.

This transaction comes at a time of dynamic repositioning for Effective Capital, marked by the recent arrival of new team members in its Paris office, along with the addition of senior advisors to reinforce the firm’s sector expertise. This strategic repositioning is also supported by geographic expansion, with the opening of a new office in Mexico City expected by the end of 2025.

The mandate also aligned with Field Agent’s strategic refocus, following its acquisition of Simplifield in 2022 and the subsequent reorganization that reduced the team from 50 to 17 employees while maintaining a presence in Paris and the U.S. The process generated strong interest from B2B software and retail tech players, despite a complex financial structure stemming from Simplifield’s historical debt.

“This transaction demonstrates our ability to lead complex and cross-border deals in a consolidating sector. We are proud to have supported the shareholders of Simplifield through to closing with a tailored solution that delivered value for all parties,”
said Ilan Elbase, Founder and Managing Partner of Effective Capital.