Fnac Darty CEO Enrique Martinez, era CEO Klaus-Peter Voigt, and MediaMarktSaturn CEO Pieter Haas. Credit: MediaMarktSaturn Retail Group.

German consumer electronics retailer MediaMarktSaturn Retail Group has partnered with electrical retailing company Fnac Darty to launch European Retail Alliance (era).

Both the companies have signed a joint venture agreement in May to establish the new alliance.

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The companies have a reach of more than 2.3 billion customer contacts annually and a turnover of over €30bn.

MediaMarktSaturn CEO Pieter Haas said: “The core idea of era is the conviction that in times of ‘digitisation’ and ‘Amazonisation’, retailers and their industry partners should work together and pool their expertise and strengths.

“Only together can we achieve reach and relevance on a par with the big international players from Asia and the USA.”

era is established to focus on four areas –  Strategic Partnerships, Data, Innovation and Sourcing.

Under Strategic Partnerships, era will work with manufacturers to develop products, services and solutions for retailers.

“The ‘era Data’ will enable the alliance to identify customers’ choices and work accordingly to develop and offer products customised to their needs.”

The ‘era Data’ will enable the alliance to identify customers’ choices and work accordingly to develop and offer products customised to their needs.

The alliance will focus on the Retailtech Hub startup programme through era Innovation, as well as own and licenced brands through era Sourcing.

Fnac Darty CEO Enrique Martinez said: “For companies today, the customer must be at the focus of all considerations and activities.

“We must meet the customer’s needs in the best way possible, anytime and anywhere. This can only be achieved through close cooperation with manufacturers and brands, with digital innovation being as prominent as the circular economy and after-sales services.”