Valiuz and Infinity Advertising join forces to create the European Leader in Retail Media
- Hélène Allouard
- Sep 7
- 5 min read
Valiuz and Le Groupement Mousquetaires announced today a strategic partnership between Valiuz's Retail Media activity and Infinity Advertising.
This alliance aims to create a European leader in the sector.
Lille & Paris, September 8, 2025 - Following the formalization of a purchasing alliance (Aura Retail) in September 2024, Valiuz and Le Groupement Mousquetaires today announce the merger of their respective Retail Media activities – Valiuz and Infinity Advertising – with the ambition of creating a leading European player serving FMCG (Fast-Moving Consumer Goods) brands. This new entity combines the transactional power of the Mousquetaires brands, Valiuz's potential for international growth, and the depth of its data alliance comprising 18 multi-sector brands among French consumers' favorites. This new entity will be commercially operational as of January 1, 2026, coinciding with the merger of their teams.
For the European Retail Media Market: A New Leader Made in France!
Discussions between the two entities began in January 2024, initially around a purchasing alliance that led to the creation of Aura Retail last September. It quickly became apparent that there were synergies around their two Retail Media activities, culminating today in Le Groupement Mousquetaires joining the Valiuz capital (alongside other brands of the Association Familiale Mulliez) and the natural merger with its Retail Media agency since 2021, Infinity Advertising.
By combining their strengths, expertise, and teams, Valiuz and Infinity Advertising together become an undisputed European leader in Retail Media, with 27% market share in the food segment and the potential to reach 100% of French households. Furthermore, Le Groupement Mousquetaires will leverage Valiuz’s international presence and its rapid cross-border growth prospects to expand Retail Media into its various markets.
The 50 employees of Infinity Advertising will join Valiuz's 310 employees on January 1, 2026. All roles will be preserved to support targeted growth.
“This partnership with Le Groupement Mousquetaires marks a significant step forward in our ambition to become the European leader in Retail Media. Together, we strengthen our ability to meet the expectations of our clients, advertisers, and agencies, thanks to a high-performing ecosystem and a unique value proposition. This approach is based on deep customer insights and innovative activation solutions. This project is both strategic and human, resting on common values and vision to deliver an optimal customer experience in an omnichannel and volatile environment.” l Sébastien Zecchini, CEO of Valiuz.
“This unique alliance addresses a strong demand from advertisers and media agencies. The market was waiting for a major multi-brand and multi-country player, and this structure meets that need! Our ambitions are high and perfectly align with the innovation and growth strategy led by the Data Monetization Division of Le Groupement Mousquetaires. More concretely, it allows us to better serve our clients and partners by taking a leadership position in the dynamic Retail Media market.” l Stéphane Sinopoli, President of the Data Monetization Division of Le Groupement Mousquetaires and Intermarché franchisee.
For Brands: Amplified Capability to Reach Consumers with Targeted Campaigns
By combining Valiuz’s innovative Retail Media solutions (an alliance of 18 brands) with the strength of Le Groupement Mousquetaires (7 brands), this unique ecosystem in Europe will first allow the targeting of a multitude of key consumer verticals. These include: food (Auchan, Intermarché, Chronodrive, etc.), DIY and home improvement (Leroy Merlin, Bricomarché, Bricorama, etc.), multimedia and appliances (Boulanger, Électro Dépôt, etc.), fashion (Kiabi), and eventually sports (Decathlon). Together, these brands represent more than 10,000 points of sale across six countries (France, Belgium, Italy, Poland, Spain, and Portugal).
Additionally, beyond this broad and diversified audience, brands will have access to advertising campaigns across the web, social media, and in-store that combine the power of online and offline data for more targeted and naturally more effective campaigns.
Finally, thanks to consumer data-driven strategies, in-depth analysis, and precise performance monitoring, retailers will benefit from new, effective levers for generating additional revenue.
The omnichannel activation solutions – including ads on retailer websites (onsite), across the web (offsite), and in stores (instore) – enabled by this alliance will be unveiled and detailed to all advertisers in the coming weeks, while member retailers will benefit as of January 1 from a new ultra-efficient platform to monetize their audiences.
“At Valiuz, we offer a one-stop shop providing access to the actual purchasing habits of one in three French consumers for groceries: one point of contact, multi-brand Retail Media activation, and unified reporting. On-site, off-site, and in-store are orchestrated by the same team, with KPIs certified by a trusted third party (iROAS, incremental sales) to link every euro invested to sales. We standardize use cases to reduce operational effort, and from January 1, 2026, provide retailers with harmonized monetization and brands with simpler, more effective activations.” l Alban Schleuniger, General Manager of Infinity Advertising.
KEY FIGURES:
11 stakeholders involved in France and Europe to date:
Auchan
Leroy Merlin
Boulanger
Chronodrive
Kiabi
Krefel
Bricocenter
Intermarché
Bricomarché
Bricorama
Bricocash
More than 10,000 points of sale across six European countries:
4,361 within Le Groupement Mousquetaires
6,095 within the AFM
26.3% market share for FMCG (Fast-Moving Consumer Goods).
25.1% share of the grocery drive-thru market in France.
Sources : Kantar and Atelier du Drive
Number 1 in digital visits in France [20.6M visits], ahead of Leclerc and Carrefour.
Source : internal.
About Valiuz :
Founded in 2019, Valiuz is a technology alliance leveraging collective intelligence to transform data into a strategic asset for innovation and commerce transformation. With around twenty partner brands, both powerful and complementary (including Leroy Merlin, Decathlon, Auchan, Kiabi, and Boulanger), Valiuz consolidates and optimizes data to enhance customer knowledge and strengthen the personalization of shopping experiences. In France, the company boasts an unparalleled customer database, making it the largest and most diversified source of information available to date. Additionally, Valiuz connects brands with consumers during their purchases, both online and offline, through its omnichannel and market-spanning Retail Media offering. This spans the entire customer journey, from profiling to activation (on-site, off-site, in-store, and CRM), and includes advertising performance measurement. Thanks to its data-driven approach, Valiuz enables retailers to deliver more relevant customer experiences, advertisers to maximize their investments, and consumers to benefit from better-targeted and more responsible advertising. Already present in France, Italy, Poland, and Spain, the company aims to quickly become the European leader in data and Retail Media.
Learn more at: valiuz.com
About Le Groupement Mousquetaires
Founded in 1969, Le Groupement Mousquetaires brings together more than 3,000 independent business owners and 160,000 employees dedicated to the performance of over 4,000 local stores in France, Belgium, Poland, and Portugal. At the helm of their stores, Mousquetaires business leaders form a collective of entrepreneurs deeply integrated into the socio-economic fabric of their regions. To meet the needs of the Intermarché and Netto stores (food), Bricomarché, Brico Cash, and Bricorama (home improvement), as well as Roady and Rapid Pare-Brise (mobility), the Group operates its own support services (integrated logistics bases, purchasing services, real estate operations), along with an agribusiness division comprising nearly 60 factories, all located in France.
Learn more at: Mousquetaires.com
About Infinity Advertising
Infinity Advertising is the Retail Media agency of Le Groupement Les Mousquetaires, enabling brands to activate highly targeted advertising campaigns throughout the purchase journey. By leveraging exclusive transactional data, Infinity Advertising connects brands with their consumers with unprecedented precision, relying on a network of over 19 million loyalty cardholders from Intermarché, Monoprix, Franprix, Casino, and more than 6.3 million loyalty cardholders from Bricomarché, Brico Cash, Bricorama, and Tridôme. Its offering is based on monetizing the digital assets of the stores, activating transactional data for audience extension on the web and social media, and enabling digital advertising on the stores' e-commerce platforms.
Learn more at: Infinity-Advertising.fr
MEDIA CONTACTS | AGENCE LEON
Gaëlle LEGRIS – Fiona THOMAS
+33 6 26 14 14 90 – +33 6 61 73 98 18