Dehner Rolls Out Digital Signage and Retail Media to 130 Garden Centres
2026-10-02 · via DailyDOOH
Dehner, the family-owned Home & Garden retailer based in Rain am Lech, Bavaria, is installing digital signage across 130 stores in Germany and Austria, turning what was previously an all-analog retail environment into a programmatically bookable media network. The rollout follows a six-month pilot in 30 stores and represents Dehner's first digital in-store screen deployment of any kind, according to the companies involved.
The project is a joint effort between Berlin-based MediaTech company FRAMEN and installation partner NEXGEN smart instore. FRAMEN supplies the content management layer through its Screen Manager platform, along with FRAMEN TV Boxes running on 55- and 65-inch professional displays. NEXGEN is handling the physical rollout across the store estate.
For Dehner, the system does double duty. Store teams can push their own content, seasonal promotions, product information and curated feeds such as weather, while the same inventory is simultaneously opened up to outside advertisers through FRAMEN's Ads Manager and connected programmatic channels. That dual-use model, owned content plus monetized ad space on the same screens, is now standard practice for retail media networks and matches how FRAMEN has positioned other recent deployments, including its WeWork network rollout with Encompass Media Group.
What makes this one notable is the category. Home & Garden retail has had relatively little dedicated digital signage or DOOH inventory compared to grocery or fashion. FRAMEN's David Frei, Director Enterprise, is quoted in the announcement calling it "a particularly strong retail media environment" because shoppers there are in a deliberate, inspiration-seeking mindset close to the point of purchase. Dehner's own media data, cited in the release, points to an audience skewed toward higher-income families aged 35 to 49 with children and so-called "best agers" 50 and up, a demographic combination that non-endemic advertisers such as insurers, energy providers and telecoms are increasingly paying to reach in physical retail settings.
For operators watching this space, a few things stand out. The hardware choice, commercial-grade 55- and 65-inch sets rather than purpose-built digital signage panels, keeps the capital cost down for a first-time deployment at this scale. The centralized management through a single CMS across 130 locations in two countries is a reasonably large footprint for a network built from scratch rather than phased in alongside existing signage.
The announcement does not disclose screen counts per store, the financial terms of the FRAMEN/NEXGEN partnership, pricing for advertisers, or a timeline for full completion of the rollout beyond stating that the pilot phase is now expanding to the full network. It also does not say whether Dehner plans to extend the network beyond Germany and Austria.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
The family-owned company Dehner , a European corporate group headquartered in Rain am Lech, Bavaria is launching its first digital in-store screen network across its Dehner Garten-Center stores.
David Frei , Director Enterprise at FRAMEN, told us “With Dehner, we are expanding our network with a particularly strong retail media environment. Home & Garden stores are places where people shop consciously, seek inspiration and make concrete decisions. This is exactly where digital retail media shows its strength: contextual, attention-grabbing and close to the basket.”
Together with FRAMEN and NEXGEN smart instore, the company is equipping 130 Home & Garden stores in Germany and Austria with digital screens. The screens are centrally managed via the FRAMEN Screen Manager. The content management solution from the Berlin-based MediaTech company enables Dehner to display its own content while also making the inventory available for programmatic monetization.
The rollout follows a six-month pilot phase across the first 30 stores. After a successful test phase, the solution is now being expanded to the full network. For Dehner, this marks the first installation of digital in-store screens in this form. Previously, there was no comparable digital signage system in the stores.
The technical setup includes FRAMEN TV Boxes as well as 55- and 65-inch professional TVs. The rollout across Dehner stores is being carried out by NEXGEN smart instore. Through FRAMEN’s content management system, Dehner can centrally display its own content, highlight seasonal topics and integrate curated channels such as weather.
For customers, this creates an additional information and inspiration channel directly in-store. The screens can feature current gardening topics, seasonal offers, product news or shopping-relevant information such as the weather. Content can be tailored to the season and individual store location. In this way, digital communication complements advice and orientation in-store and can provide customers with new inspiration for their garden, balcony, terrace and home.
At the same time, the screens are being opened up for retail media campaigns; for endemic brands from the Home & Garden environment, and also for non-endemic advertisers looking to reach target groups such as families and homeowners. These may include regional providers, energy companies, insurers, financial service providers, FMCG brands or telecommunications companies with seasonal campaigns.
For the advertising market, this creates new DOOH and retail media inventory in a purchase-oriented environment. Campaigns are booked via FRAMEN. The inventory is available both through the FRAMEN Ads Manager and via connected programmatic buying channels. According to Dehner media data, the company reaches in particular high-purchasing-power best agers aged 50 and above as well as high-income families aged 35 to 49 with children. Dehner stores stand for topics such as gardening, plants, DIY, pet supplies, outdoor, seasonal products and living. Brands can reach customers where inspiration, advice and purchasing decisions come together directly.
Dehner uses FRAMEN not only for the monetization of the screens, but also for central screen management, content management and curated content such as weather. The new in-store network therefore connects Dehner’s own customer communication in-store with programmatically bookable retail media inventory.
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