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Company profile

DECA Sales

DECA Sales is a sales agency for SMEs, international brands and startups in market-entry phase that want to grow in Germany. We combine more than 20 years of FMCG experience in key account and field leadership with clear operational strength: market entry, listings, distribution and sell-out, structured and measurable.

Our focus is on food and non-food, with deep retail understanding, fast decisions and a team that executes instead of just advising. In addition, we deliver new and restructured sales organizations and assortments for mid-sized bakery chains.

Our DNA

Mission, mindset & values

Mission

We make brands successful in retail in a sustainable, measurable and scalable way. We take responsibility for market share, distribution and revenue growth.

Mindset

Sales is execution: strategy + access + shelf presence + rotation. We act as an extended arm of your sales team with high ownership and direct reporting.

Values

Reliability, entrepreneurial mindset and quality. Hands-on execution, clear ownership, proactive communication and long-term success focus.

Our USP

Sales agency built for commercial growth

We combine top-level key account management with a nationwide field force team, enabling manufacturers and brands to scale in German retail without building their own sales organization.

  • 20+ years retail network (grocery, discount, drugstore)
  • End-to-end sales structure (KAM + Field Force + Processes)
  • Market entry for international brands
  • Execution over slides: listing, distribution and rotation measured
  • Fast scaling through interim leadership and operational manpower

Full-service provider

Flexible success-fee, retainer and hybrid models. Over 20 years of experience and strong network across German retail.

Food & Non-Food
Sectors
Stuttgart & Hamburg
Locations
National
Coverage
Founder expertise

Our leadership team

Sales + marketing/product management = full service

Carsten Doose

Carsten Doose

CEO / Managing Director

Business economist (University of Hamburg). More than 20 years of FMCG experience in grocery, discount, foodservice, drugstore and DIY channels. Specialized in acquisition, sales organization build-up and leadership in crisis and transition phases.

Leadership and development of large teams (up to 65 employees). C-level negotiations. Taking over managing director and board responsibilities.

Core competencies
Interim Management New business acquisition Key Account Management Field organization Sales strategy KPI & process optimization Product management & innovation Category Management
Results & project highlights
  • Revenue increase in the discount segment (Lidl, Aldi) by more than EUR 20M in seasonal FMCG business
  • Acquisition of EUR 9M order volume in discount retail (Landmann)
  • Stevia launch in Germany - EUR 13M revenue volume
  • FitFood relaunch with +30% revenue growth (Kluth)
  • Development and launch of the Green Line (eco fireworks, Nico)
  • Launch of surimi shrimp and fresh fish MAP products, all still successful in market
  • Build-up of complete sales structures (food service, export, key account, inside sales)
Selected stations
Nestlé Lidl Heartland Kluth Landmann Nico Group Friesenkrone Uplegger Group FOODco Group
Dennis Mathussek

Dennis Mathussek

CEO / Managing Director

Many years as agency owner and founder of regional and national service companies and sales agencies in FMCG food and non-food.

Focus: key account management, operational sales steering, processes, customer development and project leadership. Competencies in trade marketing & POS.

Core competencies
Sales steering Key Account Management Sourcing Strategy Network Customer development Project leadership Processes
Expertise
  • Successful listings and negotiations with grocery, discount and drugstore retailers
  • Field force steering and distribution expansion
  • Market launch and pricing
  • New build-up of sales structures and assortments for startups
  • Coordination of commercialization strategy for sales peaks
  • Strong network across FMCG industry and retail
Organization & resources

How we operate - lean and effective

DECA Sales as central sales leadership with flexible modules.

DECA Sales
Central sales leadership
Key Account Management

National retail partners, listings, annual business reviews

Field Force

Nationwide POS support, distribution

Backoffice & Processes

CRM, reporting, AI tools, data management

Partner network

AI agencies, subcontractors and field force partners

2
Founders & CEO
38
Inside sales & field force employees
2
Locations (Stuttgart & Hamburg)
20+
Years of experience

Digital infrastructure

CRM system VoIP Digital tools AI integration

Partner network

AI consulting agencies Subcontractors Field force partners
Target clients

Who we work for

We support companies in succeeding in the German market with tailored sales solutions.

🌎

International manufacturers

Food and non-food companies that want to launch in Germany.

🏢

SMEs without in-house sales unit

Small and medium companies that want to outsource sales.

🏷

Brands with outsourcing demand

Established brands looking for flexible sales solutions.

⏳

Temporary support

Companies that need temporary or permanent sales support.

⚙

Need for optimization

Back-office structures with optimization potential.

Career milestones & references

Our references

Experience from collaboration with leading companies in the sector.

Lidl Nestlé Heiploeg Kluth Heartland LANDMANN NICO Friesenkrone FOODco Uplegger Group Weser Feinkost Wermsdorfer Smokehouse Achim City Bakery

Let us talk growth

We are ready to discuss your targets and build the right growth setup for your business.

Book a growth call