Looma, an in-store retail media platform, has raised $13 million in new capital to accelerate expansion of its digital media network, including a rollout into nearly 600 Kroger stores nationwide.
The funding includes $10 million in Series B investment led by Staley Capital and a $3 million credit facility from Silicon Valley Bank, a division of First Citizens Bank, bringing Looma’s total funding to $30 million.
The investment comes amid rising demand from retailers and brands for in-store media solutions that connect with shoppers at the point of decision. Looma said the new capital will support continued network deployment, technology development and team growth as it scales nationally.
“We’ve spent the last decade preparing for this moment, building what we believe is far and away the strongest in-store media platform in the market,” said Cole Johnson, founder and CEO at Looma. “We’re thrilled to welcome Staley Capital to our shareholder base as a strategic advisor during such a pivotal moment in both Looma’s journey and the industry as a whole.”
Kroger deployment marks major expansion
As part of the expansion, Looma has launched its platform across the wine and spirits departments of nearly 600 Kroger locations, following a multi-year pilot in about 50 stores. According to the company, the pilot helped drive category growth, improve end-cap execution and generate strong customer satisfaction, leading to broader adoption across the retailer’s footprint.
Looma’s network has grown rapidly since 2023, expanding from 800 screens to more than 7,000 screens across 1,100 retail locations and reaching about 27 million shoppers per month. The platform delivers product storytelling, education and personalized recommendations while helping retailers modernize store environments and create new revenue opportunities.
Investor perspective on in-store media
Commenting on the investment, Herb Kleinberger, operating advisor at Staley Capital, said the firm views in-store retail media as a largely untapped growth channel.
“As a firm focused on the intersection of retail and media, we were impressed from day one with both Looma’s vision and exceptional execution,” Kleinberger said.
“In 2024, in-store grocery sales represented over 86 percent of total grocery sales, yet in-store retail media accounted for less than 1 percent of total retail media ad spend. We believe in-store is retail media’s next frontier – and Looma is poised to lead it.”
Kleinberger is expected to join Looma’s board of directors as part of the funding round.
Positioning within retail media landscape
Unlike traditional retail media networks, Looma operates screens adjacent to merchandise, emphasizing product education and storytelling at the shelf. The company also deploys larger atmospheric displays in high-traffic store areas to complement point-of-decision content.
With grocers focused on monetizing physical store traffic while enhancing the shopper experience, Looma said its approach is designed to bridge digital measurement with in-store engagement – a strategy gaining traction as retail media continues to evolve.
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