What Fil Rouge does

Altavia Fil Rouge is a France-based, full-service trade marketing agency specializing in end-to-end point-of-sale deployment, founded in 2000 by M. and Mme Eouzan and operating since late 2018 as a subsidiary of Groupe Altavia. The company delivers conception, fabrication, logistics, and field installation services for merchandising, signage, theatricalization, corners, and furniture across six verticals: pharmacy, optics, beauty, large retail (GSA/GSS), banking/insurance, and commercial premises. It serves enterprise clients including L'Oréal, Sanofi, Société Générale, Fnac, Samsung, Durex, Arkopharma, Pharmactiv, La Roche-Posay, PMU, Crédit du Nord, Ray-Ban, Oakley, Atol, Alcon, Wonderbox, and Haribo, several on 10–15+ year engagements. Operations are run from Saint-Ouen-sur-Seine with a 2,000m² logistics warehouse in Saint-Ouen l'Aumône and six regional offices supporting a network of more than 250 merchandisers and technicians across France.

The underlying technology stack includes the proprietary Fil Rouge B.I. business intelligence platform (RGPD-compliant, hosted on Microsoft Azure in the EU, with custom reporting, photo data, and client-system integration), a mobile application used by field teams for mission management, a computerized logistics warehouse management system interfaced with carrier partners, and an in-house digital printing workshop equipped with Rolland and SwissQPrint UV and eco-solvent printers and a CNC cutting table. Subsidiary brands Fil Conseil (dedicated merchandising teams, training, sales animation) and MerchPharma (pharmaceutical sell-out specialization) extend the offering.

Revenue is generated through professional services fees for project management, per-mission fees paid to the independent merchandiser/technician network, managed services for logistics and deployment, and one-time fabrication and print orders. Engagement is quote-based and tailored to project scope, sector, and volume, with no public pricing. Customer acquisition is sales-led via dedicated project managers, contact forms, and phone, with cross-referrals from sister Altavia agencies (Altavia Instore, Altavia Pallas, Altavia Cosmic, Altavia Paris) complementing direct enterprise outreach. Reported operational scale includes 80,000+ interventions per year and 100,000+ pharmacy missions per year, but specific revenue is not publicly disclosed.

Name

Fil Rouge

Legal name

ALTAVIA FIL ROUGE SAS

Website

https://filrouge.com

Company type

Private

Founded year

2000

Operating status

Operating

Short description

Altavia Fil Rouge is a France-based trade marketing agency that delivers end-to-end point-of-sale deployment — merchandising, signage, theatricalization, and furniture — for enterprise clients across pharma, optics, beauty, retail, banking, and commercial premises.

Ownership category

akta.pro rank

Product category

Trade Marketing Services

NAICS

Advertising Material Distribution Services (54187)

SIC

Services-Advertising (7310)

akta.pro primary industry

Promotional Product Distribution & Fulfillment (BPAFAMAB)

Keywords

• Trade marketing services
• Point-of-sale merchandising
• In-store signage deployment
• Retail fixture installation
• Field merchandising network

Headquarters

HQ city

Neuilly-sur-seine

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Trade Marketing Services: End-to-end project management covering merchandising strategy, point-of-sale deployment, signage, furniture, and theatricalization. Revenue is generated through professional services fees, managed services contracts, and per-mission fees for merchandising and installation work conducted by the independent contractor network.
2. Manufacturing and Fabrication: Digital printing and fabrication of signage, PLV (point-of-sale advertising), and theatricalization materials produced in-house or through referenced manufacturers. Revenue from one-time fabrication and print orders.
3. Logistics and Deployment Services: Warehouse management, stock preparation, and shipment of PLV, furniture, and signage to installation teams. Field deployment and maintenance services billed per mission or campaign.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Altavia Fil Rouge is a French trade marketing agency that designs and deploys point-of-sale merchandising, signage, theatricalization, and furniture installation programs for brand owners and retailers. The company manages the full chain from strategy and creative design through in-house fabrication, logistics, and on-site installation/maintenance using a national network of technicians.

Product overview

Altavia Fil Rouge is a full-service trade marketing agency specializing in point-of-sale deployment and merchandising. The company offers an integrated suite of services spanning consulting, design, manufacturing, logistics, and field installation. Key offerings include Merchandising & Activation services, Signage & Store Signage solutions, and Corners & Furniture design/deployment/maintenance. The company operates through specialized subsidiaries including Fil Conseil for dedicated merchandising teams and MerchPharma for pharmacy sector specialization. Technology products include Fil Rouge B.I. for custom reporting, a mobile application for field team management, and an extranet portal for client and service provider coordination.

Differentiator

Problem solved

Functional benefit

Products and services

• Merchandising & Commercial Activation Deployment of point-of-sale merchandising campaigns and product animations in retail environments for brand owners and retailers.
• Activation & Theatricalization Creative staging and themed in-store animations designed to enhance product visibility and consumer engagement at the point of sale.
• Signage Design, fabrication, and deployment of in-store signage (PLV/ILV) including permanent and temporary point-of-sale communication materials.
• Deployment & Maintenance of Furniture National installation and ongoing maintenance of retail furniture, displays, and shop-in-shop elements across multi-site networks.
• Fil Rouge B.I. Web-based reporting and business intelligence platform providing clients with real-time tracking, KPIs, and reporting on field merchandising and deployment operations.
• Fil Rouge Mobile Application Mobile application used by field technicians to capture store visits, validate merchandising execution, and report back to client dashboards.
• MerchPharma Dedicated offer for the pharmacy sector, providing merchandising and point-of-sale deployment services tailored to pharmaceutical retail environments.
• Fil Conseil Consulting and advisory service for clients on trade marketing strategy, merchandising optimization, and point-of-sale deployment planning.

Quantifiable outcome

• 100,000 missions per year in pharmacies across 20,000+ pharmacies in database
• +7 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Groupe AltaviaflagshipStrategic or Co-development Partner · 1 January 2018End of 2018, Fil Rouge joined the Altavia Group, the first independent international group serving retail. Altavia brings Fil Rouge open access to the world of retail and complementary expertise, while Fil Rouge brings Altavia a strong on-the-ground deployment capability. The group now operates from a unified retail-focused site in Saint Ouen.
• Altavia InstorecoreStrategic or Co-development PartnerSister agency within the Altavia Group specializing in multi-material PLV and digitalized furniture design and fabrication. Altavia Instore and Fil Rouge collaborate on projects requiring specialized manufacturing capabilities beyond Fil Rouge's in-house digital printing.
• Altavia PallascoreStrategic or Co-development PartnerSister agency within the Altavia Group specializing in architecture and retail design. Altavia Pallas works with Fil Rouge on architectural signage and store design projects for clients needing comprehensive retail environment solutions.
• Altavia CosmicminorGTM or Marketing PartnerSister agency within the Altavia Group focused on brand territory and 360° communication, including digital dimensions. Fil Rouge refers clients needing brand strategy and multi-channel marketing to Altavia Cosmic.
• Altavia ParisminorGTM or Marketing PartnerSister agency within the Altavia Group focused on communication production. Fil Rouge and Altavia Paris jointly serve clients like Fnac for outdoor communications. Altavia Paris handles production while Fil Rouge provides deployment capabilities.
• MerchPharmaminorOthersA subsidiary or associated brand of Fil Rouge focused on pharmaceutical merchandising solutions, referenced on the main navigation menu at https://www.merchpharma.com/.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Publicis Commerce: Holding-company commerce and shopper marketing arm of Publicis Groupe — offers overlapping trade marketing and retail activation services as part of a much broader creative, media, and digital portfolio targeting the same enterprise brand clients.
• Acosta Europe: North American-headquartered sales and marketing agency with European operations providing retail merchandising, category management, and field marketing services for CPG brands — comparable enterprise client base but at much larger scale.
• Havas Media / Havas Market: Global advertising holding group with retail, shopper, and field marketing capabilities through Havas Market — comparable end-client roster and trade marketing services, but embedded in a much larger media and creative network.

Direct peers

• CPM Group: Leading French field marketing and merchandising agency with direct comparison to Altavia Fil Rouge — operates a national merchandiser network delivering point-of-sale deployment, theatricalization, and promotional campaigns for similar enterprise clients in retail, beauty, and pharma.
• Relay (Alliance Services Network): European field marketing agency with French operations providing merchandising, promotional deployment, and retail animation — competes for the same enterprise marketing budgets and operates a comparable independent contractor field force model.
• Sales Force (SalesForce Marketing): French field marketing agency providing merchandising, promotional operations, and sales force deployment for brands in retail and pharmacy channels — directly competes for the same end clients and point-of-sale installation work.
• HighCo: French marketing services group with trade marketing and in-store activation capabilities serving retail and consumer goods clients across Europe. Comparable business model combining promotional services, data, and field execution for large brands.

Emerging players

• Impact Group: International field marketing agency with European expansion, providing merchandising and brand activation services for consumer goods brands — partial overlap with Fil Rouge's retail activation focus, particularly in beauty and consumer electronics verticals.
• Merchium / Instore Solutions: European in-store marketing and merchandising specialist providing retail activation, signage, and field deployment services for brands — comparable offering in adjacent verticals and a smaller-scale alternative for enterprise clients evaluating trade marketing partners.

Others

• Altavia Instore: Sister agency within the Altavia Group specializing in multi-material PLV and digitalized furniture design/fabrication — adjacent ecosystem participant that complements Fil Rouge's deployment with manufacturing capabilities, and a reference point for shared client relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fil-rouge-agence-trade-marketing

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fil Rouge