Blue Raven partners with Adhese on retail media

Blue Raven plans to extend the offering to Drogist.nl and Petgamma.com in 2027, giving brand partners access to advertising opportunities across multiple platforms.

Blue Raven has selected Adhese as its retail media technology partner as the e-commerce group prepares to expand its advertising proposition across several of its specialist online stores.

The partnership builds on the retail media proposition already established at Plein.nl. Blue Raven plans to extend the offering to Drogist.nl and Petgamma.com in 2027, giving brand partners access to advertising opportunities across multiple platforms.

Adhese platform to support retail media expansion

Blue Raven operates specialised e-commerce stores across FMCG, health and personal care, including Plein.nl, Drogist.nl, Petgamma.com, Vetex.nl and Sloggies.nl. The group works with a broad portfolio of consumer brands across these categories.

As retail media becomes a larger part of e-commerce, Blue Raven aims to create additional value for shoppers and brand partners. The company will use Adhese's platform to develop a retail media proposition that can be scaled across its portfolio.

Control over data and commercial strategy

Adhese's independent retail media platform will allow Blue Raven to manage and develop its advertising offering while retaining control of customer relationships, data and commercial strategy.

Joas Garritsen, CCO, Blue Raven: "Plein.nl has given us a strong starting point for retail media and we are now ready to take the next step. With Adhese we can professionalise the offering and roll it out to other labels within the group. We plan to add Drogist.nl and Petgamma.com in 2027, making it easier for brand partners to reach relevant shoppers on multiple Blue Raven platforms from a single environment."

For Adhese, the partnership adds another e-commerce company to its European retail media ecosystem.

Tim Sturtewagen, CEO and co-founder of Adhese: "Blue Raven is a great fit for Adhese. It combines strong e-commerce brands with deep FMCG expertise and clear strategy for retail media. What makes this partnership particularly interesting is the opportunity to build on what is already in place at Plein.nl and bring that model to more businesses within the group. We look forward to supporting Blue Raven as it takes that next step."

www.adhese.eu

www.blueraven.group

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