Blue Raven the e-commerce group behind Plein.nl, Drogist.nl, Petgamma.com, Vetex.nl and Sloggies.nl has selected Adhese as the retail media technology partner. Building on the retail media proposition already established at Plein.nl, Blue Raven will use Adhese’s technology to further professionalise its offering with plans to extend it to Drogist.nl and Petgamma.com in 2027.
Blue Raven has built a strong position in Benelux e-commerce, particularly within FMCG, health and personal care. Its specialised online stores serve a large and growing customer base in everyday consumer categories and work with a broad portfolio of leading consumer
brands.
As retail media becomes a more important part of the e-commerce landscape, Blue Raven sees an opportunity to create additional value for both shoppers and brand partners. By partnering with Adhese, the group is putting the technology in place to develop a scalable, flexible and future-proof retail media proposition.
Adhese’s independent retail media platform will enable Blue Raven to manage and further develop its advertising offering while maintaining control over its customer relationships, data and commercial strategy.
Joas Garritsen, CCO at Blue Raven: “Plein.nl has given us a strong starting point for retail
media and we are now ready to take the next step. With Adhese we can professionalise the
offering and roll it out to other labels within the group. We plan to add Drogist.nl and
Petgamma.com in 2027, making it easier for brand partners to reach relevant shoppers on
multiple Blue Raven platforms from a single environment.”
For Adhese, the partnership adds another major e-commerce player to its expanding European retail media ecosystem.
Tim Sturtewagen, CEO and co-founder of Adhese: “Blue Raven is a great fit for Adhese. It combines strong e-commerce brands with deep FMCG expertise and clear strategy for retail media. What makes this partnership particularly interesting is the opportunity to build on what is already in place at Plein.nl and bring that model to more businesses within the group. We look forward to supporting Blue Raven as it takes that next step.”
About Blue Raven
Blue Raven is a leading e-commerce group active in the FMCG sector, bringing together several specialised online stores: Plein.nl, Petgamma.com, Drogist.nl, Vetex.nl and Sloggies.nl.
The origins of Blue Raven date back to 2003, when Juriaan Spoormaker founded the specialist content platform Tandartsplein. Several years later, the first webshop was launched, marking the beginning of what has grown into one of the largest e-commerce players in FMCG products in the Netherlands.
Across its specialised labels, Blue Raven works towards one shared ambition: making everyday life smarter and easier for millions of households by helping them keep their cupboards stocked.
In 2025, Plein.nl was named the best-performing e-commerce company in the Netherlands based on financial performance and key e-commerce KPIs. With the acquisition of Drogist.nl, Vetex.nl and Sloggies.nl at the end of 2025, Blue Raven further strengthened its position in health and personal care. The labels continue to operate as independent online stores while benefiting from Blue Raven’s technology, economies of scale and growth infrastructure.
About Adhese
Adhese is Europe’s leading independent retail media ad-serving platform, trusted by top retailers and media owners to power scalable, privacy-first, and transparent advertising ecosystems. Built for retailers, by retailers, Adhese enables omnichannel monetization across on-site, offsite, and instore environments while ensuring autonomy, data control, and operational efficiency.
More information: www.adhese.eu