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NEWS | Munich, 13 May 2019

Management buy-out: Arvato Bertelsmann unit now Coloyal GmbH.

Well-known customers such as Deutsche Bahn, Mercedes-Benz, Commerzbank, Coca-Cola and Bayer CropScience have made a decision: they rely on the services and expertise of “Coloyal” for customer acquisition and retention. The specialist for innovative CRM and loyalty solutions was founded in February 2019 as part of a management buy-out. Time for an initial interim assessment.

At the beginning of the year, Rewards Arvato Services GmbH became Coloyal GmbH. As of February 01, 2019, the group company founded in 2007 was sold by Arvato Bertelsmann as part of a management buyout. The business has since continued under the umbrella of Coloyal GmbH.

The experienced management team around Mark Edenharder (CEO), Nadine Kremer (VP Purchasing) and Dominik Palicki (VP Key Account Management) was completed in mid-April 2019 with Christian Bäumer as the new CFO. True to the new mission “Consult. Connect. Reward“, around 60 employees work daily on the full-service portfolio for customer relationship management.

“Our individual CRM and loyalty solutions make the difference, because they set positive signs that our customers’ customers – consumers, business partners or employees – remember and are the basis for good and sustainable relationships,” explains Mark Edenharder.

The CEO of Coloyal is very satisfied after the first 100 days: “The consistently positive reactions of our clients and business partners have made us very happy and confirmed our decision. For them, we are and will remain a competent and reliable partner. We look forward to continuing to do what we do best as Coloyal GmbH: Creating moments of excitement.”

Edenharder emphasizes the advantages of the situation after the buy-out: “The step enables us to act flexibly and quickly and to respond precisely to our customers’ requirements with our own investments. At the same time, we still have access to Arvato’s broad range of services. For us, these are the optimal conditions for exploiting new growth potential.”

About Coloyal

Coloyal is one of Europe’s leading providers of customer loyalty and incentive solutions. Founded in 2019 as part of a management buyout, the service provider looks back on more than ten successful years in the field of consulting, CRM systems and rewards management as a former subsidiary of Arvato Bertelsmann.

Under the claim “Consult. Connect. Reward.“, Coloyal develops and implements individual, innovative loyalty solutions in the B2C, B2B and B2E sectors. Customers from all over the world include retail companies, airlines and railroads, financial service providers, insurance companies and consumer goods and automotive manufacturers.

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