Vueling is positioning itself in the retail media sector with the acquisition of In-Store Media

Vusion, a specialist in digital solutions for physical stores, has signed an agreement to acquire In-Store Media (ISM), a Barcelona-based company. This acquisition aims to strengthen Vusion's presence in the in-store retail media sector, a move that could transform the point of sale into an interactive digital media platform. Retail media is emerging as a growth driver for retailers seeking new revenue streams. ISM brings its expertise in deploying and monetizing advertising campaigns, with a presence in nine countries and established relationships with 90 retailers and 1,600 brands.

In 2025, ISM generated revenue of approximately €120 million. The acquisition, approved by Vusion's board of directors, remains subject to regulatory approvals. The two companies aim to create a digital retail media platform, connecting retailers, brands, and consumers in a measurable and real-time way. This acquisition could transform Vusion's strategy, making the store a central digital pillar.