Saevil Row has acquired Smack Bang bringing two established creative businesses, client rosters and two distinct but complementary approaches to brand building under one umbrella.
Founded by Rachelle Saevil, Saevil Row works with global lifestyle brands across beauty, wellness, fashion and interiors, building distinctive identities for ambitious businesses. Smack Bang, founded by Tess Robinson in 2011, has grown into one of Australia’s most recognised creative agencies, working with brands including P.E Nation, The Beauty Chef, The Memo, Deering, Faithfull the Brand, Peony, Gritty Pretty, Mister Zimi, Westfield and Microsoft.
The acquisition brings together two businesses that will continue to operate under their existing names, with their own teams, services and offerings, while sitting under a shared group structure.
While both studios work with ambitious startups and growing brands, they typically engage with businesses of different sizes and at different stages of their growth journey, something that will continue. The structure allows each business to retain its distinct market position, while creating opportunities to collaborate and access broader capabilities when it makes sense.
“Growing Smack Bang to the point where I could sell it was always part of my ambition. But finding the right person to take it forward was just as important as the deal itself,” says Tess Robinson, founder of Smack Bang.
“When I met Rachelle, I had a strong initial feeling she was the right custodian for Smack Bang’s next chapter. We have so much alignment in how we think about business, creativity and people. We both want the same things for our clients, teams and agencies, so it felt like she would be the perfect torchbearer,” added Robinson.
Tess has built an incredible body of work and a very special business with Smack Bang. We don’t want to change what makes it great. We want to build on it, give it a new chapter and create more opportunities for the business to grow, while bringing our own experience and expertise to the table. There’s a lot of energy and excitement around what comes next – and we’re looking forward to seeing both businesses evolve and grow from here,” says Rachelle Saevil, Founder of Saevil Row.
For Robinson, the acquisition of Smack Bang closes a 15-year chapter.
She has transitioned into an advisory role, supporting the handover of clients and the Smack Bang team through the change. She will now turn her focus to Land Lab, her supplement brand, as well as new brand ventures and investment opportunities. For Saevil, this acquisition marks the beginning of a new chapter, with the focus now on what can be built from here.
