Dive acquires Swedish mystery shopping business

The acquisition will see Custitude retain its current staff, with Lotta Eriksson retaining her role as managing director of Custitude in addition to a new role as country manager for Dive in Sweden.

Custitude will retain its branding for the time being, with the aim to be co-branded with Dive in Sweden. The merger of the two companies is anticipated for before the end of 2024.

The acquisition will help Dive strengthen its position in Sweden and provide mystery shopping services to the region, according to a statement from the company.

Dive is based in eight countries across northern Europe, including Poland and the Nordic and Baltic nations, and is part of data and research group Statco, which also owns Rait and Intra.

Kerli Soosaar (pictured), chief executive at Dive, said: “We are delighted to welcome Custitude into the Dive family.

“This collaboration brings together a wealth of expertise, resources and insights, enabling Dive to deliver unparalleled mystery shopping solutions and services to its growing client base. Dive’s customers will gain access to Custitude’s specialised knowledge of the Swedish market.”

Eriksson added: “Joining forces with Dive opens up exciting possibilities for our clients and employees. Custitude clients will benefit from Dive’s regional local offices and an expanded range of solutions. 

“This partnership represents a great opportunity to provide businesses in Sweden and beyond with a holistic approach to their multi-country mystery shopping programmes.”