Intermarché-Auchan takeover: analysis of a historic restructuring and the key role of technology

Introduction: 2025, the year of the Big Bang in mass retail

The year 2025 marks a definitive turning point in the history of French retail. Long dominated by the race for gigantism and the monolithic integrated model, the sector is undergoing a violent transformation. The catalyst for this change is undoubtedly the spectacular merger between Auchan and Intermarché.

This move is not isolated: it is part of a global wave of restructuring, accelerated by inflation and the need for operational excellence. Beyond financial maneuvers, the success of these mergers now depends on technological agility. In this regard, the collaboration between Intermarché and the Retail VR solution, unveiled at their conference at the Tech for Retail 2025, illustrates how virtualization is becoming the linchpin of these giant transformations.

1. Auchan - Intermarché: the "reverse franchise"

In November 2025, the announcement came as a bombshell: Auchan Retail France entrusted the management of its supermarkets to its competitor Intermarché.

An unprecedented rescue operation

Unlike a traditional buyout, this transaction is similar to a "reverse franchise. " Auchan retains ownership of the buildings and business assets of 294 supermarkets (approximately €3.3 billion in revenue), but transfers their commercial operation to Les Mousquetaires. The objective is twofold:

1. For Auchan: to stop the financial hemorrhage of its supermarket format by leveraging Intermarché's purchasing power and "independent" expertise.
2. For Intermarché: achieving a masterstroke by increasing its territorial coverage (one store every 10 km compared to 17 km previously) without increasing its real estate debt.

This alliance marks the (provisional?) victory of the independent model (Leclerc, Intermarché, U) over the centralized integrated model (Casino, Auchan), which is considered too cumbersome and costly in times of inflation.

2. Aura Retail and the legacy of Casino's downfall

To understand 2025, we need to look at 2024. The collapse of the Casino Group left a void that competitors were quick to fill. The dismantling of Casino allowed Intermarché to recover hundreds of points of sale, but above all led to the creation ofAura Retail.

A titanic purchasing center

Officially launched in September 2024, the Aura Retail alliance brings together the purchasing power of Intermarché, Auchan, and what remains of Casino. Divided into five entities (including one led by Intermarché for food and one by Auchan for non-food), this structure is a vital response to the agri-food giants (Nestlé, Coca-Cola). In a context where price wars are the only lever for customer loyalty, critical mass is non-negotiable. Aura Retail makes it possible to massify volumes in the hope of restoring margins that have been crushed by three years of inflation.

3. Operational excellence through technology: the case of Intermarché x Retail VR

Mergers and store transfers (Casino, then Auchan) pose a huge logistical challenge: how to transform, rebrand, and modernize hundreds of stores in record time without breaking the bank?

This is where technology makes the difference. At the Tech for Retail 2025, Loïc Le Du (Intermarché Concept Manager) and the Retail VR teams presented a game-changing solution for the rollout of the "Fabmag" concept.

Virtualization as a production tool

Intermarché uses Retail VR's Retail Staging solution to create digital twins of its stores.

• The challenge: convincing independent members to invest in renovations and install new signage across a diverse fleet.
• The solution: an immersive platform where each member can visualize their own renovated store, test signage (4,000 integrated references), and approve the layout in just a few clicks.

Spectacular ROIs

The figures presented by Loïc Le Du confirm the effectiveness of this "tech-first" approach:

• Time savings: modeling a gondola concept now takes two hours internally, compared to 15 days through a traditional agency.
• Savings: €75,000 saved by avoiding the construction of physical showrooms and real prototypes.
• Adoption: a 163% ROI in the first three months of use.

This agility will be crucial for integrating the 294 Auchan supermarkets. The ability to virtually "model" the brand switch will speed up the work and minimize operating losses.

4. Historical perspective: large-scale distribution in a state of perpetual merger

The Auchan-Intermarché merger must be analyzed in light of the tumultuous history of mergers in the retail sector.

Lessons from the past (1999–2016)

• Carrefour-Promodès (1999): The merger that created the world's second-largest retailer was a huge success but an integration nightmare. The sudden disappearance of the "Champion" brand and corporate culture clashes cost Carrefour market share that took a decade to regain.
• Ahold Delhaize (2016): Conversely, this Belgian-Dutch merger is a model to follow. The group has retained its strong local brands (Albert Heijn, Delhaize) while completely unifying its back office and logistics. The result: €500 million in synergies and a successful digital transition in the US.

The American blockade: Kroger-Albertsons (2024)

In the United States, the attempted merger between Kroger and Albertsons ($24.6 billion) highlights the current limitations. Blocked by the FTC due to monopoly concerns, it proves that pure external growth is becoming increasingly difficult. This is why the French model for 2025 (purchasing alliances + cross-franchising) appears to be a more flexible and less risky alternative in the eyes of competition authorities.

Conclusion: toward a bipolarization of the market

The outlook for 2026 points to a bipolar French distribution landscape. On one side are the independents (Leclerc, Intermarché, U), which dominate more than 50% of the market thanks to their entrepreneurial flexibility. On the other are the integrated retailers (Carrefour, Auchan), forced to reinvent themselves through hybrid models.

In this new era, the battle is no longer just about price, but about speed of execution. As demonstrated by the Intermarché x Retail VR partnership, those who master digital twins and AI to drive their physical networks will be the only ones capable of absorbing the shocks of these massive restructurings. For Intermarché, the challenge now is to convert the try: to integrate 300 Auchan stores, both humanly and technically, to validate its position as the number one challenger to Leclerc.