Media Markt takes over Saturn: branch network shrinks dramatically!

Media Markt takes over Saturn: branch network shrinks dramatically!

The trade landscape in Germany is experiencing profound changes, especially in the electronics sector, where the Saturn brand is becoming increasingly important. The Saturn branch network has shrunk sharply in recent years. According to Merkur there were still 87 locations in Germany in autumn 2024, while there were about 150 markets a few years ago. This declining development is accompanied by the conversion of numerous Saturn branches into media markets, a process that will continue in 2025.

in cities such as Neuss, Hilden and Aachen, Media Markt moves into the former locations of Saturn. These conversions are mainly driven by Ceconomy, the parent company of both brands. The company argues that the distinctions between the brands are becoming increasingly lower from the customer's point of view, which makes consolidation necessary. In 2025, 14 additional Saturn branches were converted into Media markets

continued the brands

Despite these developments, Ceconomy emphasizes that Saturn remains an essential part of the corporate strategy. The similarity of the ranges, advertising and even the bonus programs is another argument for this measure. Customers can collect and redeem points on both platforms, which makes the companies move closer together. Although Media Markt operates more than 300 branches in Germany, the question remains in the room how long Saturn remains as a brand, especially after 15 Saturn branches have already been renamed Media-Markt business in Austria.

The changes are not only limited to Germany - Ceconomy also has branches in twelve other European countries and continues to plan investments in the modernization of the markets. There is speculation about the future of the two brands, with experts like Martin Fassnacht warn the need to reduce brands in order to avoid double structures and increase efficiency. Ceconomy is aware of this and states to use the strengths of both brands and invest in business.

market development despite inflation

In the middle of these structural changes in retail, there are also positive signals. According to a study by the eh retail institute , trade is expanding as a whole despite continuing inflation. This is in strong contrast to the challenges in front of which the individual brands are facing. Mixed-us locations are gaining in popularity, and the demand for leisure and entertainment offers increases, which creates new opportunities for dealers.

With the relocation of market and repositioning Saturn and Media Markt, business remains exciting. As the latest developments show, it remains to be seen whether Saturn remains as an independent brand or whether the conversion into media markets will become the norm. The coming months could be crucial for the future of the company in the German and European market.