Kiabi seeks fortune in retail media

French fashion chain Kiabi is trying to spot new sources of revenue. It has sought media agency Valiuz Adz, a from the Mulliez group to which Kiabi also belongs, as a partner to enter the world of retail media.

Expand target audience

Not only is this a way for the chain to sell its data to advertisers, but it can also expand its target audience through ads on other platforms outside its own ecosystem, trade magazine LSA reports. According to Kiabi’s Head of Retail Media, Valentin Tourelle, the focus is on strengthening relationships with partners by offering omnichannel solutions that match the customer journey.

This move into retail media allows Kiabi to build on the launch of its own marketplace in 2022 and that of Kiabi Home, focused on interior products, in September 2023. Retail media is a fast-growing business: in France alone, the online retail media market reached 1.1 billion euros last year.