Obi D.I.Y. retailer, selling in 10 countries, posted annual sales of €8.2 billion in 2023 and launched a German marketplace in early 2024. What are the results, a year later ?
Patricia Grundmann: With the launch of our curated marketplace on Obi.de in 2024, we aim to provide our customers with everything they need for their home, garden, and balcony projects in one place. One year ago, we launched a restrictive and selective marketplace. At the end of 2024, we had 100 third-party merchants and 150,000 products (home and garden), which complement our core range. These 3P products are part of our existing categories, but they are too big to be listed in stores (jacuzzis and porches…). We’re very satisfied with the marketplace’s results, and we will extend it to other countries. As a European retailer, it’s important to have the same offer everywhere. We also want to increase the number of partners and 3P SKUs, even if we’re maintaining a curated strategy.
In terms of retail media, you launched Obi First Media Group in 2018. What changed at Obi in 2024?
We had a good 2024 year on the advertising side, with sustained demand from advertisers. We also implemented new tools, such as our new B2B CRM (Salesforce) for our sales staff, to make their day-to-day work easier. As a reminder, retail media is active in two countries. We started our retail media offer in 2018 in Austria and Germany, with an approach that focused initially on our endemic partners, namely our suppliers. We focused on onsite and newsletter’s monetisation. Then at the end of 2022, we extended it to non-endemic partners. 2025 will be all about further internationalising our this business. In Poland, we already offer the option of booking our insights solutions.
