Excell’s 2017 claim of 18,000 store fronts was for the US only; ‘North America’ appears only in a descriptor, with no Canadian count

How it’s built

1. From a re-reading of the 14 November 2017 Excell Marketing press release on PR Newswire.

What we assumed

Nothing. The figure is used as published.

Sanity check

The website later says ‘US and Canada’ with the same number, which looks like an old figure that was never updated.

Where it comes from

The line in the source

They currently provide comprehensive Category Management for over 18,000 store fronts in the U.S.

Where it’s used

• ProfileExcell Brands