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GoGift and CQM Rewards partner in a Waterland-led deal to create a global leader in corporate gifting and rewards. Learn about their expansion plans.
On June 29, 2026, GoGift and CQM Rewards formalize a strategic partnership through a transaction led by Waterland Private Equity. The alliance merges two prominent European players in corporate gifting and incentive solutions, aiming to establish a leading global platform in the sector.
While the financial terms of the deal remain undisclosed, the partnership leverages GoGift’s proprietary technology platform and global gifting infrastructure, including its Global Gift Card, alongside CQM Rewards’ strong regional presence in Southern Europe. Headquartered in Copenhagen, GoGift serves over 25,000 B2B customers across more than 100 countries. CQM Rewards, founded in 1993, operates primarily in Spain, France, and Portugal, offering loyalty and rewards programs, digital engagement platforms, and promotional campaigns.
The transaction builds on GoGift’s 2025 strategic partnership with Waterland Private Equity, which supports a buy-and-build strategy to create an international gifting and rewards platform. CQM Rewards brings deep local market expertise and longstanding customer relationships in Southern Europe, complementing GoGift’s global reach and scalable technology.
Henrik Ravn, founder and CEO of GoGift, highlights the strategic importance of Southern Europe: “This is a major leap in GoGift’s journey towards becoming a global market leader. Southern Europe represents an important strategic growth region for us. We are excited to work together with the CQM Rewards team. Together, we will not only reinforce GoGift’s and CQM Rewards’ regional expertise areas, but also combine two leading players in Europe to further accelerate towards becoming one global market leader.”
Salvador Garcia, CEO of CQM Rewards, adds, “This combination recognises what we have built in Southern Europe and opens a new dimension. Joining forces with GoGift, a European leader, allows us to become a global benchmark in the corporate gifting and rewards market.”
The partnership aims to enhance customer offerings by providing a broader international gifting network, deeper local market insights, and a wider range of flexible reward and incentive solutions. The companies plan to expand into new high-growth markets, including Latin America, leveraging CQM Rewards’ regional expertise and GoGift’s global platform.
Nicklas Guldberg, Principal at Waterland Private Equity, comments on the strategic fit: “We continue to see strong demand for modern, flexible and global reward solutions. When we partnered with GoGift, we saw great potential to further expand GoGift’s strong position. With the strong strategic fit CQM Rewards presents, we take an important step in the strategy of building a market-leading international platform. GoGift has demonstrated impressive momentum over the past year, and we are excited to support the company’s continued expansion journey with this move.”
Industry trends indicate increasing demand for integrated, technology-driven corporate gifting and incentive solutions. This partnership positions the combined entity to accelerate growth by cross-selling complementary products, expanding international sales, and optimizing operational efficiencies through platform integration.
Operational synergies include consolidating administrative functions, streamlining technology development, and leveraging combined data analytics to improve customer insights. However, integration challenges such as aligning technology platforms, harmonizing product portfolios, and managing cultural differences between Northern and Southern European teams remain key considerations.
Looking ahead, GoGift and CQM Rewards plan to continue their international expansion, focusing on new markets and value-added services. The partnership is expected to strengthen their competitive position against regional and global players, potentially prompting further industry consolidation.
Both companies maintain a strong commitment to customer service quality during the integration process, aiming to deliver enhanced value through a unified gifting and rewards platform.
