AddRetail
AddRetail is a Belgium-based retail marketing communication agency delivering phygital campaigns, brand activations, and martech services to enterprise retailers across Benelux and Poland, supported by its proprietary TentrIQ AI orchestration platform.
- Company typePrivate
- Founded2016
- HeadquartersDiegem, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AddRetail does
AddRetail is a Belgium-headquartered omnichannel retail communication agency founded in 2016, operating from offices in Diegem (Brussels), Ghent, and Poznań (Poland) and serving clients across Belgium, France, Luxembourg, the Netherlands, and Poland. The firm is structured around three core service lines: Strategy & Concept (brand strategy, creative concepting, UX/UI design, retail consultancy), Brand & Activation (campaign development, print/in-store/packaging, e-folders, promotional content), and Martech & Innovation (AI for retail, martech implementation, advanced analytics, retail innovation). Its named enterprise client base spans supermarkets (Carrefour Belgium, Club, Renmans), automotive and events (FEBIAC Brussels Motor Show, Doyen-1,2,3 AutoService), insurance (April, BROCOM), and B2B distribution (ALGOREL), with reported campaign outcomes ranging from €532K in retail revenue (Club, against a €19K Google Ads outlay) to a €2M revenue impact (April rebranding) and 196M impressions for the multi-market Renmans BBQ campaign.
The firm's underlying technology centers on TentrIQ, a proprietary AI orchestration platform positioned for retail marketing that operates across AI models without vendor lock-in; AI capabilities referenced include predictive analytics on retail data, generative content and personalization, weather-based campaign automation, and continuous media optimization across Google, Meta, TikTok, and Bing. AddRetail monetizes through project-based professional services engagements — strategy, creative production, media planning/buying, in-store activation, and martech implementation — with quote-based pricing and no public rate card. Go-to-market is sales-led and event-driven, anchored on direct engagement with retail marketing departments, case-study-driven content marketing, and large-scale event activations such as the Brussels Motor Show (349,775 visitors in 2026, +14% YoY). Distribution is direct to enterprise and mid-market clients in Western and Central Europe, supplemented by referrals within the Benelux retail ecosystem. The company is a certified B Corporation, privately held with no disclosed funding rounds, ownership, or revenue.
AddRetail firmographics
Firmographics- Name
- AddRetail
- Legal name
- ADDRETAIL
- Website
- https://addretail.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AddRetail is a Belgium-based retail marketing communication agency delivering phygital campaigns, brand activations, and martech services to enterprise retailers across Benelux and Poland, supported by its proprietary TentrIQ AI orchestration platform.
- Ownership category
- akta.pro rank
AddRetail industry classification
Industry- Product category
- Retail Marketing Agency Services
- NAICS
- Marketing Consulting Services (541613), Graphic Design Services (541430), Custom Computer Programming Services (541511)
- SIC
- Services-Advertising Agencies (7311), Services-Management Consulting Services (8742), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Marketing Automation Operations for Demand Gen (Email/CRM Workflows) (BPAFAKAM)
- akta.pro secondary industries
- Data, Analytics & AI Consulting (BPAHAEAF), Emerging Tech (IoT, Blockchain, AR/VR, Edge) Consulting (BPAHAEAL)
Keywords
Where AddRetail is headquartered
LocationHeadquarters
- HQ city
- Diegem
- HQ country
- Belgium
- HQ region
- Europe
Offices3 records
Markets served
AddRetail business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Strategy & Consulting Services: Strategic consulting engagements including brand strategy, retail consultancy, and UX/UI design services. Project-based engagements with defined scope and deliverables.
- Campaign Execution & Activation: Full-service campaign management including creative production, media planning/buying, and in-store activation. All-inclusive service from concept to execution and reporting.
- Martech & Innovation Services: Marketing technology implementation, AI retail solutions, and innovation workshops. Includes building data platforms, marketing technology stacks, and digital transformation support.
Go-to-market motion3 records
Distribution channels2 records
Marketing channels7 records
AddRetail product offering
Product offeringCore offering
AddRetail is a retail marketing communication agency that designs and executes phygital (physical + digital) retail experiences, brand campaigns, and activations for enterprise and mid-market retail and consumer brands. Its offering spans three service pillars: Strategy & Concept (consulting, creative concepting, UX/UI), Brand & Activation (campaigns, in-store, packaging, content), and Martech & Innovation (AI for retail, martech implementation, advanced analytics). The firm also develops TentrIQ, a proprietary Retail Marketing AI Orchestrator platform that enables AI-powered marketing automation across models without vendor lock-in.
Product overview
ADDRETAIL is a retail marketing communication agency offering phygital (physical + digital) retail experiences, campaigns, and activations. The company provides three interconnected core service lines: Strategy & Concept (strategic consulting and creative concepting), Brand & Activation (brand development and campaign execution), and Martech & Innovation (AI, analytics, and marketing technology). The company also offers Tentriq, a dedicated Retail Marketing AI Orchestrator platform that enables AI-powered marketing without vendor lock-in. Together, these services help brands build connections across physical and digital touchpoints, from in-store experiences to digital campaigns and advanced data-driven optimization.
Differentiator
Problem solved
Functional benefit
Products and services
- Strategy & Concept
Quantifiable outcome
- Club: €19K Google Ads → €532K revenue (2,700%+ ROI)
- +6 more outcomes
Companies that use AddRetail
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
AddRetail technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature3 records
AddRetail partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and minor.
- TentriqcoreTentrIQ is ADDRETAIL's proprietary AI platform for retail marketing orchestration. It enables AI-powered marketing across retail operations strategically and safely without vendor lock-in. Built by retail experts, powered by specialized retail intelligence.
- KBCmajorStrategic partnership for Brussels Motor Show 2025 and 2026 campaigns. KBC collaboration helped extend campaign reach and generate engagement for the automotive event.
- CarrefourmajorPartnership for Brussels Motor Show campaigns. Carrefour collaboration provided cross-promotional opportunities and extended audience reach.
- EdenredminorMarketing partnership for Brussels Motor Show 2025 campaign with Edenred for promotional offers and conversions.
- Radio 2minorMedia partnership for Brussels Motor Show 2026. Radio collaboration extended awareness campaign reach through radio advertising.
- Radio WillyminorRegional radio partnership for Brussels Motor Show 2026 campaign to reach local audiences.
- Motoren & ToerismeminorIndustry media partnership for Brussels Motor Show 2026 providing automotive editorial coverage and promotion.
- AutoTrendsminorAutomotive media partnership for Brussels Motor Show 2026 campaign extending reach to car enthusiast audiences.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
AddRetail competitors and assessment
Company assessmentDirect peers
- Dept Agency: Amsterdam-headquartered digital agency with strong European presence offering creative, technology, and marketing services to enterprise brands including retail. Highly comparable in scale, geographic footprint (Benelux/Netherlands), and integrated agency-plus-tech positioning similar to AddRetail.
- Mortierbrigade: Belgian independent creative agency with strong retail and consumer brand portfolio. Directly comparable as a Brussels-based independent offering integrated creative campaigns for major European brands.
- Happiness Brussels: FCB-affiliated Brussels-based agency with strong retail and consumer brand portfolio. Comparable as a Brussels-headquartered integrated creative agency serving enterprise retail clients across Europe.
- AKQA: Global design and innovation agency (WPP) known for combining creativity with technology for retail and consumer brands. Highly comparable to AddRetail's phygital positioning and AI/martech emphasis, though operating at significantly larger scale.
- Boondoggle: Belgian independent creative agency offering integrated campaigns and innovation services. Comparable scale and Belgian roots, with similar focus on consumer and retail brand transformation engagements.
- Duval Guillaume: Antwerp-based creative agency known for award-winning integrated campaigns. Comparable as a Belgian independent agency of similar scale serving major consumer and retail brands across Europe.
Broad incumbents
- BBDO Belgium: Belgian arm of BBDO Worldwide (Omnicom), offering full-service advertising and retail marketing. Directly comparable service offerings but with vastly greater scale, network resources, and global client base.
- TBWA\Belgium: Belgian operations of TBWA\Worldwide, part of Omnicom. Competes for similar enterprise retail and consumer brand clients with integrated campaign capabilities, though with a larger network footprint.
- Publicis Groupe Belgium: Belgian operations of Publicis, one of the world's largest advertising holding companies. Overlaps significantly with AddRetail's omnichannel retail campaign capabilities but operates at much larger scale with broader service portfolio.
- Dentsu Belgium: Belgian arm of Dentsu International, a major advertising network. Comparable in offering integrated creative, media, and martech services to enterprise clients, but with significantly greater scale and global reach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
AddRetail social profiles
Digital presenceAddRetail compliance and trust
Trust signalCompliance1 record
AddRetail financial estimates
Financial estimateRevenue estimate
Valuation estimate
AddRetail leadership team
Management profileNumber of profiles
Profiles2 records
AddRetail funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AddRetail M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AddRetail
What does AddRetail do?
AddRetail is a retail marketing communication agency that designs and executes phygital (physical + digital) retail experiences, brand campaigns, and activations for enterprise and mid-market retail and consumer brands. Its offering spans three service pillars: Strategy & Concept (consulting, creative concepting, UX/UI), Brand & Activation (campaigns, in-store, packaging, content), and Martech & Innovation (AI for retail, martech implementation, advanced analytics). The firm also develops TentrIQ, a proprietary Retail Marketing AI Orchestrator platform that enables AI-powered marketing automation across models without vendor lock-in.
Is AddRetail a public or private company?
AddRetail is a private company. It is classified as unknown and is currently operating.
When was AddRetail founded?
AddRetail was founded in 2016. It employs 11 to 50 people.
Where is AddRetail based?
AddRetail is headquartered in Diegem, Belgium, in the Europe region.
How does AddRetail make money?
Three revenue lines are on record. Strategy & Consulting Services are the primary driver. The others are campaign Execution & Activation and martech & Innovation Services.
Who are AddRetail's main competitors?
Direct peers on record are Dept Agency, Mortierbrigade, Happiness Brussels, AKQA, Boondoggle and Duval Guillaume. Broad incumbents are BBDO Belgium, TBWA\Belgium, Publicis Groupe Belgium and Dentsu Belgium.
Does AddRetail have an API?
No public API is recorded for AddRetail.
What industry is AddRetail in?
AddRetail's product category is Retail Marketing Agency Services. Its primary akta.pro industry code is BPAFAKAM, Marketing Automation Operations for Demand Gen (Email/CRM Workflows), with a secondary code of BPAHAEAF, Data, Analytics & AI Consulting. Its NAICS code is 541613 and its SIC code is 7311.