Itochu Corporation has decided to invest up to ¥215.2 billion in Dentsu Group and will acquire a 38% stake in Dentsu Soken through a TOB. It aims to expand revenue through collaboration in FamilyMart's digital advertising and media businesses, centered on the FamilyMart app, which has more than 30 million downloads. The move is believed to have been prompted by developments at 7-Eleven.
On 31 August, Itochu Corporation announced a strategic partnership with Dentsu Group in IT services and retail media, and will conduct a tender offer for Dentsu Soken shares to become a 38% shareholder. At the same time, its consolidated subsidiary FamilyMart entered into a partnership agreement covering digital advertising and media businesses. Through this arrangement, the companies aim to expand revenue around the FamilyMart app's membership base.
The background includes the move by Seven-Eleven Japan, FamilyMart's largest competitor, to establish Seven-Eleven Ad Connect through joint investment with Dentsu and CyberAgent. The two companies' efforts to strengthen their retail media businesses have become a competitive factor.