Private equity firm Oakley Capital has announced the acquisition of a majority stake in XTEL, a Belgian enterprise software platform specializing in revenue management and trade promotion solutions for consumer packaged goods (CPG) companies.
The deal sees Oakley Capital take over from existing investors Bain Capital and SilverTree Equity, underscoring growing interest in European software innovation.
XTEL’s platform empowers global CPG brands – including Unilever, PepsiCo, and Johnson & Johnson – to optimize trade promotions with retailers by analyzing vast datasets on sales, pricing, and financial performance.
Serving over 400 mega-brands and supporting more than 350 billion euros in annual trade spend, the Belgian company operates in an 11 billion dollars CPG software market driven by AI adoption, retailer consolidation, and rising omni-channel complexity.
The Belgian firm has achieved strong, profitable growth, with annual recurring revenue expanding at a compound annual growth rate of approximately 40 percent over the past three years.
Oakley Capital plans to accelerate XTEL’s international expansion, particularly in Latin America and Asia-Pacific, while strengthening its AI capabilities and pursuing strategic M&A. XTEL CEO Rob Mullen will remain at the helm to guide this next phase.
Oakley Capital co-founder Peter Dubens praised XTEL’s role as a mission-critical system for global brands, while Bain Capital and SilverTree Equity highlighted the company’s transformation into a leading AI-enabled platform. Evercore served as exclusive financial advisor on the transaction.
