Moore Kingston Smith advises NewTerritory on sale to geniant

Moore Kingston Smith has advised the award-winning design and brand experience studio NewTerritory on its sale to the leading US-based experience consultancy geniant.

NewTerritory, founded by former Head of Design at Virgin Atlantic and LG Europe Luke Miles, is recognised for delivering game-changing brands and products within the travel, hospitality and infrastructure industries. Established in 2017, based in London and with global reach, they have gained international recognition through multi-sector, visionary projects for clients that include Delta Air Lines, Mercedes-Benz AG, Airbus and Coca-Cola.

geniant, an experience consultancy, has studios in Dallas, San Francisco and Chicago and a proven track record partnering with enterprises across diverse industries.

The transaction accelerates geniant’s global growth strategy while directly addressing a fundamental need in business transformation – the ability to look across all interconnected customer and employee touchpoints, identify the moments that matter most, then design and deliver next-generation experiences.

In this acquisition, the Moore Kingston Smith M&A tax team, provided comprehensive sell-side tax advisory services regarding the transaction.

The M&A tax team was led by Tom Acland, Director, and supported by Charlotte Henriksen, Manager. The M&A tax team provided comprehensive tax advisory services for the sellers across all aspects of the cross-border transaction to ensure a successful outcome for the parties.

Ben Harding, Managing Director of NewTerritory, said:

“In today’s customer and employee experience landscape, designing brand-centred, cohesive signature moments is essential in staying ahead of the competition. Together with geniant, we are reimagining and bringing to life next-generation experiences that inspire loyalty and deepen connection.

“In this process, Moore Kingston Smith has been crucial. They have gone the extra mile to ensure that all aspects of the transaction on the M&A tax side have been covered. Most importantly, as the deal progressed Tom and Charlotte were able to quickly adapt their advice to make sure we were supported throughout the process. Their advice, commercially focused under tight timeframes, has been exceptional and invaluable.”

Tom Acland, M&A Tax Director at Moore Kingston Smith, concluded: “Working with Luke, Ben and his team at NewTerritory has been a rewarding project. The uniqueness of their offering and their talented team has made them attractive to cross-border buyers and it’s great to see that they have found the perfect partner with geniant. We wish both brands all the success in their joint adventure.”