Smart Outdoor Establishes New Headquarters in Sunderland
Outdoor media business Smart Outdoor is embarking on a significant expansion phase after establishing new North East headquarters. The company, recognized as one of the UK's fastest-growing digital outdoor advertising specialists, has relocated to a modern 2,300 sq ft office at The Yard at Riverside Sunderland in the city centre. This move provides ample space for team growth and solidifies Sunderland as the firm's operational home.
Strategic Growth and Investment
Founded in 2019, Smart Outdoor secured a substantial seven-figure investment in July 2024 from M Core Ventures, a division of M Core, for a minority share in the group. At that time, the company employed 27 staff members and managed a digital estate of 450 screens across key UK locations, including the Tyne Tunnel, Tyne Bridge, A19, and Murrayfield stadium.
Since then, Smart Outdoor has dramatically expanded its network, now boasting over 1,100 live screens covering more than 190 towns and cities from Edinburgh to London. The new Sunderland office will support a workforce of 50 employees, underscoring the city's role as the company's central hub.
Leadership and Vision
Mark Catterall, founder and chief executive of Smart Outdoor, expressed enthusiasm about the relocation. "We're an ambitious, growing company and moving to this modern, new office will help us continue on our journey," he stated. "It will be more than a workplace; it will be a hub where our team can collaborate, create, innovate, and deliver for our clients."
Catterall emphasized the firm's deep roots in the region, noting, "We're also a company that has long been based in Sunderland, with the North East historically being our heartland, and this move is testament to how great this area is to do business."
Partnerships and Innovation
In 2025, Smart Outdoor initiated a groundbreaking partnership with Shell, integrating 91 digital forecourt locations into its network. This agreement marked a pivotal step in extending the company's footprint further south, offering advertisers access to high-frequency, roadside environments nationwide.
"We had a great 2025 and the partnership with Shell was a big part of that," Catterall remarked. "It's a first-of-its-kind agreement, allowing us to roll out hundreds of screens at dozens of selected forecourts nationwide. We're a company that is always looking ahead, whether it's our office space, partnerships, or tech; we're continuously looking to innovate how we help brands connect with audiences."
Support from Local Authorities
Smart Outdoor has received ongoing support from the Business Investment Team at Sunderland City Council, which assisted with the property search for the new headquarters. Councillor Kevin Johnston, portfolio holder for housing, regeneration, and business at Sunderland City Council, praised the company's achievements.
"Smart Outdoor are a real Sunderland success story, a company that is having a huge impact on its sector nationally, all from its base in the city," Johnston said. "It is great that the firm has reiterated its confidence in and commitment to the city by investing in this new city centre head office, and I'm sure it will be a great platform to allow them to continue to grow and be successful."
Location and Development
The Yard, where Smart Outdoor's new office is situated, offers office space within the heart of the Riverside Sunderland urban regeneration project, developed by The Hanro Group. Gagan Jagpal, head of portfolio at The Hanro Group, welcomed the company's decision.
"We're delighted that Smart Outdoor has chosen The Yard as the location to realise its ambitious growth plans, joining the other professional services businesses already based in the building," Jagpal commented.
This expansion highlights Smart Outdoor's commitment to innovation and growth, positioning it for continued success in the competitive digital advertising landscape while reinforcing Sunderland's appeal as a business destination.
