News
October 6, 2026

Welkoop enters exclusive partnership with RetailMedia.One.

Garden and pet care specialist Welkoop is entering into an exclusive partnership with RetailMedia.One. Together, they will develop and offer retail media solutions that enable brands to reach specific consumer audiences effectively. The partnership marks a first for the Dutch advertising market, bringing dedicated retail media offerings to the outdoor living and pet care sectors.

Loyalty as the foundation for success

Founded in 1899, Welkoop operates a network of more than 160 stores across the Netherlands. The retailer has a large and highly loyal customer base, connected through its digital channels, newsletters, printed and digital leaflets, loyalty card and loyalty programmes. A well-known example is the Welkoop Puppy Package, designed for customers who have recently welcomed a puppy or are expecting one soon.

Advertising solutions built around valuable audiences

Over the past few months, Welkoop and RetailMedia.One have developed a range of omnichannel and digital advertising solutions for both branding and performance objectives. Through RetailMedia.One, brands and media agencies can use these solutions to reach valuable consumer audiences with precision. Dianne Sliphorst, Marketing Manager at Welkoop, explains:

“We deliberately chose to develop modern advertising solutions that fit our role as a retailer while delivering demonstrable value to advertisers.”

A partnership driven by media agency demand

The partnership originated in the Dutch media agency market. Mark Stockx, Partner at RetailMedia.One, explains:

“Reaching a large, affluent consumer audience selectively through traditional mass media is not always straightforward. And the Netherlands extends well beyond the Randstad metropolitan area. Several media agencies highlighted this need to us. This partnership enables endemic brands in gardening, outdoor living and pet care to achieve their objectives, alongside non-endemic advertisers in sectors such as automotive, vehicle leasing, insurance, travel, financial services, education, telecoms, energy, streaming services, government communications and B2B.”

Welkoop and RetailMedia.One’s retail media partnership takes effect immediately.