Infinity Blue buys Leeds agency behind Prime's £150M UK run
What's the deal? Harrogate-based Infinity BlueDealroom has a profile for this one. Try Dealroom → Group has acquired Rocketfuel StrategiesDealroom has a profile for this one. Try Dealroom →, a Leeds retail growth agency. The move adds retail expertise to Infinity Blue's existing offering across Amazon, Walmart, TikTok Shop, Meta, Shopify, Google, and Klaviyo. Terms were not disclosed.
Who's who? Rocketfuel was built by Daniel Hoare, who scaled Prime Hydration to £150m in the UK and has driven growth for brands including 3D Energy, Alani Nutrition, Congo Brands, and Quest Nutrition.
What's the endgame? Infinity Blue wants to become a global commercial growth partner covering every sales channel: marketplace, e-commerce, social commerce, retail, and content. The deal lets it support brands across the full journey, from digital and marketplace growth to physical retail.
What they're saying: "This partnership strengthens our UK proposition significantly and moves us even closer to our goal of being a true commercial global growth partner for ambitious brands," said Al Baker, Infinity Blue Group chief executive officer.
Hoare said the acquisition takes "the proven and aggressive success model I have built to the world."
The signal: Digital-first growth agencies are folding retail expertise into their stack as brands seek single partners spanning online and physical channels. The deal reflects consolidation aimed at offering one commercial engine rather than separate specialists.
Read more: BLM Forum
