Redefining digital retail – Bird & Bird advises S Group in a long-term payment services partnership with Adyen

S Group is dedicated to elevating its customer-centric approach. The collaboration will empower S Group to connect online and offline channels, providing omnichannel experiences and loyalty program capacity across its extensive brand portfolio including popular names such as S-Market, Prisma, and Sokos Hotels.

Adyen's platform will simplify setups at 1,900+ locations and online channels, enabling S Group to gain profound insights into consumer payment behaviour across all touchpoints. Adyen's services will be gradually rolled out, starting from spring 2024 onwards.

This groundbreaking initiative signifies Bird & Bird's commitment to facilitating innovative collaborations that drive digital transformation in the retail sector. The project was led by partner Sakari Halonen and team also included Tobias Bräutigam, Teemu Lahdelma and Riku Rauhanen.

VP, Payments at S Group Kai Lindström commented: “Embarking on this transformative partnership with Adyen has opened up new territories for S Group, both in terms of digital innovation and customer experience. Navigating these uncharted waters required not only a forward-thinking financial technology partner like Adyen but also the invaluable legal expertise and guidance provided by Bird & Bird throughout this collaboration.”

Senior Legal Counsel, SOK, Jussi Salokangas commented: “In collaboration with Bird & Bird, cooperation with S Group has been smooth. The firm has been a business-oriented legal partner for S Group and has provided strong expertise in this project.”

Partner at Bird & Bird Sakari Halonen comments: “This collaboration represents a strategic step towards a future where the boundaries between online and offline retail seamlessly dissolve, offering customers a cohesive shopping experience. I am thrilled to have had the opportunity to lead this project and wish to thank our client S Group for their cooperation and trust.”