ShopFully and MEDIA Central Group join forces to make a formidable drive-to-store marketing platform in Europe

ShopFully, the Italian tech and digital Drive to Store company, combines with MEDIA Central Group, a data-based, 360° Drive to Store marketing solutions provider, based in Germany. 

What is the market reach of the brands?

The MEDIA Central Group is one of the  leading omnichannel communication solution providers, supporting retailers and brands across German, Austrian, Swiss and Central Eastern European markets. Through its subsidiaries MEDIA Central, Offerista Group and Yagora GmbH, the Group offers its clients a comprehensive set of drive to store solutions. 

This transaction has significant strategic benefits, allowing both MEDIA Central and ShopFully to strengthen their investments in its digital solutions and to accelerate their international development. The combined entity now stands as one of the leading and largest drive-to-store marketing platforms in Europe and beyond, becoming a preferred partner for brands, retailers, publishers, as well as large tech platforms in the digital transformation of retail.

The group resulting from this combination will now offer a reach of almost 200 million shoppers to major retailers and best-known brands across Europe and internationally, with a team of more than 900 people managing over €0.6 Billions in aggregated customer budgets and activities in more than 25 countries. This partnership marks a new phase in ShopFully’s journey towards creating the European Champion and revolutionising the retail market.

The Italian tech company, following a period of significant growth, supported so far by leading including Xyence, 360 Capital and Highland Europe, which led to last year’s acquisition of Tiendeo, through the combination with Media Central Group is now set to establish a new benchmark in terms of technological platforms and digital solutions provided to retailers and brands, shaping the future of drive-to-store and retail media in the realm of local shopping.

Investors in the MEDIA Central Group include Bregal as the majority shareholder, alongside minority investors Highland Europe and the two companies’ founders and top managers. Stefano Portu, besides reinvesting, maintains his role as Chief Executive Officer of ShopFully and takes a new role as CEO Digital of the Group, including ShopFully, Offerista and Yagora.

What does this mean for the retail industry?

Commenting on the new partnership, Brendan Straw, Country Manager Australia for ShopFully, said: “Joining forces with MEDIA Central Group enables ShopFully to enhance its international expansion plan and strengthen its ability to innovate its solutions.”

“We will continue to make our best-in-class technology available to customers, capable of reaching over 200 million consumers in a targeted and geo-localised manner. With our strengthened digital capabilities, we look forward to further partnering with Australian brands.”

Stefano Portu, CEO ShopFully and CEO Digital MEDIA Central Group
Stefano Portu, CEO ShopFully and CEO Digital MEDIA Central Group

“Ten years after co-founding ShopFully with Alessandro Palmieri, I am thrilled to combine with the MEDIA Central Group to form Europe’s leading player for Drive-to-Store Marketing. By joining forces, we join ShopFully’s strong presence in Southern Europe and globally, Offerista Group’s leading position in Germany, Austria, Switzerland and CEE regions and Yagora’s data-science expertise,“ Stefano Portu, CEO ShopFully and CEO Digital MEDIA Central Group.

“This way, we will be able to offer retailers and brands across Europe and beyond unique and wide-ranging digital drive-to-store solutions from one single technological platform,” he said.

Ingo Wienand, Group CEO of MEDIA Central Group, expressed his enthusiasm for the partnership: “We are excited about this union. ShopFully’s technological expertise and track record of success perfectly align with our vision of reshaping the retail marketing landscape. Together, we will deliver unparalleled value to our clients and drive the future of the industry.”

The financial details of the transaction have not been made public. In the transaction, ShopFully was assisted by Rothschild & Co as financial advisor, while Orrick was legal advisor.