Electronics stores
Saturn shrinks: Media Markt is taking over more and more branches
In many German cities, branches of the Saturn electronics chain are closed and Media Markt moves in at the same location. Does the Saturn brand disappear?
Saturn becomes Media Markt: In some German cities, customers are surprised when shopping these days. Where a branch of Saturn was recently found, a red media market sign is emblazoned. For example in several North Rhine-Westphalian cities such as Neuss, Hilden, Cologne and Aachen.
Numerous branches have already been converted. A few years ago there were around 150 Saturn markets in Germany. In autumn 2024, according to Ceconomy, the parent company of the two chains, it was only 87. Since the beginning of this year, Media Markt has moved into 14 other Saturn locations, says a spokeswoman. More will follow. The number of media market branches has now risen to more than 300.
Bonus program is merged
Ceconomy justifies the development with the fact that customers would differentiate less and less between the two brands. That is why the company is investing in the further development and modernization of its markets. “It is true that in this course we have reopened some Saturn markets as a media market and continue to do so,” says the company spokeswoman.
The question did not answer the question of how many Saturn branches are currently available and how many are still converted. However, the brand should not disappear. Saturn remains an essential part of the corporate strategy, it is said.
The consequences for affected customers are manageable: the ranges are very similar. There are many products to be bought from Media Markt and Saturn. Offers and advertising are identical. Ceconomy wants to “interlink” both brands. The bonus programs are to be merged in the coming week. Customers can then shop on both chains, collect points and also redeem it independently of the brand. All already collected points from past purchases are also brought together automatically.
More than 1,000 branches in 11 countries
In other European countries there is only the Media Markt brand. In countries such as Austria, Belgium, the Netherlands, Luxembourg and Poland, Saturn branches have been closed in recent years or converted into Media Markt. At the end of March, Ceconomy had more than 1,000 shops in 11 countries.
The first Saturn branch was opened in Cologne in 1961, the first Media Markt in 1979 in Munich. The retail chain took over the competitor Saturn 1990. A few years later, Metro AG had the majority on both brands. The trading company Ceconomy, which includes the MediaMarktsaturn Retail Group today, was created in 2017 as a spin -off of Metro.
dpa
Source: Stern
