Procter & Gamble is said to be teaming up with Future Group to develop a joint partnership that will see the two companies come together to produce sales forecasting and planning, exclusive product releases and supply-chain initiatives.

According to Brand Equity, the two companies have held a series of meetings with top executives, with future meetings set to take place in order to develop the relationship past the current retailer-client relationship.

An official said to be aware of the developments told Brand Equity, “It could be a similar partnership that P&G has with Walmart in the US where they share data on consumer behaviour, plan product launches and even lean on each other for supply-chain initiatives.”

P&G, which falls short of Unilever’s foothold in the market, is no doubt looking to make use of Future Group’s 13 million square feet of retail space in 221 cities to boost its share in the market, which currently attributes only 3 percent of the company’s global sales.

A P&G spokesperson told Brand Equity, “It is standard practice for us to engage with our partners across the retail landscape, including all our partners in modern retail, e-commerce and traditional retail, to develop unique plans that create superior value for the shopper.”