The news had been expected since September 2024, when Intermarché, Auchan and Casino signed a partnership agreement to set up a joint purchasing office, creating the Aura Retail alliance. This unit is now extending into retail media with the merger of Valiuz – an alliance that pools data and advertising space sales for the Mulliez Family Association brands – and Infinity Advertising, the retail media agency of Mousquetaires’s Group, as announced by the two partners on September, 7. The new business, which does not yet have an official name, will be commercially operational on January 1, 2026.
The ambition is to “create a European leader serving consumer goods brands, combining the transactional power of the Mousquetaires’s brands, the international development potential of Valiuz and the depth of a data alliance that includes 18 multi-sector retailers among the French consumers’ favourite ones”, according to a joint press release.
Rédactrice en chef de mind Media, responsable de la rubrique Marques et agences