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Freeman Acquires UK Event Services Firm SO Group


London, UK – Freeman solidified its presence in Europe by acquiring SO Group, a British exhibition and event services firm, and giving Freeman clients a one-stop resource for exhibitions and exhibitors on both sides of the Atlantic Ocean.  Freeman was the high bidder for the company, although terms of the transaction, which took effect March 28, were not disclosed. SO Group, and its subsidiary 360 Creative Event Services, will be rebranded “SO Group, a Freeman Company,” and will position Freeman to expand its operations in Europe and beyond.

SO Group operates throughout much of Europe and shares some of the same clients as Texas-based Freeman, including the MODA fashion exhibition in London and Luxury International Travel Market in France.

Combining operations will streamline Freeman’s ability to serve North American customers that also do business in Europe. “More of our clients are asking us to service their needs outside North America,” Freeman CEO Joe Popolo told Trade Show Executive.

SO Group CEO David Walley will remain with the company, which Popolo said shared a similar menu of services with its new parent company. “The SO Group looks a lot like Freeman,” he said. “They share a similar culture with us and focus on the things we focus on.”

Reach Joe Popolo at (214) 445-1000 or

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