Looma Raises $10M Series B to Expand In-Store Retail Media Network Across U.S. Stores

Looma, a Durham, North Carolina‑based in‑store retail media platform focused on delivering product storytelling, education, and personalized recommendations through video screens in brick‑and‑mortar stores, has raised $10 million in Series B funding to accelerate its national expansion and deepen its retail footprint. The round also includes a $3 million credit facility from Silicon Valley Bank, a division of First Citizens Bank, bringing the company’s total capital raised to about $30 million.

The Series B round was led by Staley Capital, a growth‑stage investment firm focused on partnering with technology companies at inflection points of expansion. Alongside Staley Capital’s equity investment, the credit facility from Silicon Valley Bank provides additional financing to support operational scaling and national deployments. As part of the funding, Herb Kleinberger, Operating Advisor at Staley Capital and a veteran in the retail sector, is joining Looma’s board of directors to help guide strategic growth.

Looma’s platform places digital screens directly near products on retail shelves to engage consumers at the point of decision, combining traditional advertising with contextual, educational content tailored for the in‑store environment. Since 2023, the company’s network of screens has grown rapidly from roughly 800 locations to more than 7,000 screens across approximately 1,100 retail sites nationwide. Retail partners include major chains such as Kroger, BJ’s Wholesale Club, H‑E‑B, Harris Teeter, Lowes Foods, and Schnucks, giving Looma’s platform exposure to about 27 million shoppers per month.

The capital raised in the Series B round is being deployed to fuel Looma’s national rollouts, including a significant expansion into the wine and spirits departments of nearly 600 Kroger stores across the United States. This expansion comes after a multi‑year pilot with Kroger that reportedly delivered strong results in terms of category sales growth, improved product display execution, and exceptional customer satisfaction in those pilot locations.

Looma’s approach to in‑store retail media differs from more generic digital advertising networks by emphasizing brand storytelling and product education at the shelf level, where purchase decisions are made. Its screens showcase videos and interactive content produced or curated by independent filmmakers and creators through Looma’s Relay™ network, providing context and relevance that traditional static signage or remote digital ads often lack. This design aims to help both retailers modernize their physical spaces and brands engage consumers where it matters most.

Advertisers using Looma’s network—ranging from large consumer packaged goods companies such as General Mills, P&G, Coca‑Cola, Anheuser‑Busch, and Diageo—report strong performance gains, with some brands seeing roughly four times the full‑funnel incremental return on ad spend (iROAS). This return is measured across key stages of consumer behavior, from awareness and discovery to conversion and loyalty, underscoring the potential impact of in‑store, contextual content on shopper engagement and brand outcomes.

Founder and CEO Cole Johnson described the Series B capital raise as a pivotal moment in Looma’s journey, coming after more than a decade of platform development and iterative deployment with retail partners. The funding is expected to support continued innovation in Looma’s content delivery and measurement capabilities, further expansion into grocery and wholesale club environments, and deeper integration with brand and retail analytics.

Looma’s growth trajectory reflects broader trends in the retail media landscape, where advertisers and retailers alike are seeking more effective ways to connect with consumers in physical stores. Despite the rise of e‑commerce, the majority of grocery sales are still made in‑store, yet in‑store media has traditionally captured only a small fraction of total retail media spending. Looma’s strategy targets this opportunity by placing content at the physical point of purchase, potentially reshaping how brands allocate media dollars and how retail environments operate as marketing channels.

By leveraging its expanded funding, Looma aims to solidify its position as a leader in in‑store retail media, enhance its suite of tools for retailers and advertisers, and continue scaling its network to reach more shoppers across the country. The Series B raise provides both financial runway and strategic guidance from experienced investors to help Looma navigate the rapidly evolving intersection of retail and media.