Haye van der Werf
Retail Media Teamlead
VML & Intergamma Launch Intergamma Retail Media Group retail media network
Building a retail media network for the number one Home & Garden retailer in The Netherlands & Belgium.
- Published Date
- Sep 22, 2025
Intergamma, the parent company behind the popular DIY chains GAMMA and Karwei in the Netherlands and Belgium, has successfully launched its new Intergamma Retail Media Group network. VML is proud to have provided comprehensive support and expertise, helping Intergamma bring this significant initiative to life during a dedicated launch event last Tuesday, September 16th. This marks a major step forward for retail media in the home & garden market.
With approximately 400 stores, Intergamma is a dominant force, and their new retail media network offers brands and advertisers unparalleled access to millions of active home and garden consumers. This initiative underscores the growing importance of retail media, providing a direct channel to reach highly relevant audiences at the point of purchase decision.
VML's Role in Building and Scaling Retail Media
VML played a pivotal role in bringing the Intergamma Retail Media Group to life. Our retail media team guided Intergamma through every stage, from strategic conception and support on tech implementation to the commercial launch.
Beyond the launch, VML will continue to be an integral partner, supporting Intergamma in running the network, onboarding advertisers, and optimizing campaigns. This includes offering managed services and enabling advertisers to leverage the self-service platform for various formats like sponsored products, display ads, and external campaigns. Our collaboration is set to continue until at least the end of 2026, focusing on driving advertiser engagement and maximizing return on investment.
This project highlights VML's expertise in developing and scaling advanced retail media solutions that deliver significant impact for both retailers and brands.
