Saturn Shrinks: Media Sector Expands Control Across Various Industries
From Saturn to Media Markt: The Great Merge Across German Cities
Get ready to be surprised, folks! The landscape of retail is buzzing in multiple German cities, as the iconic Saturn store signs are swiftly being replaced by a bold red Media Markt logo - even in cities like Neuss, Hilden, Cologne, and Aachen, North Rhine-Westphalia.
Not long ago, there were around 150 Saturn stores gracing Germany's streets. However, following a wave of shifts, Ceconomy, the parent company behind these chains, reported only 87 stores remaining in autumn 2024. Over the past year, Media Markt has wasted no time moving into 14 more former Saturn locations, with plans to take over more. Currently, Media Markt ranks over 300 strong.
To Merge and Modernize
Ceconomy attributes this impressive expansion to customers increasingly treating Media Markt and Saturn as one and the same. As a response, the company is dedicating its resources to further advance and modernize its stores. "You've got it right!" the company spokesperson excitedly affirmed. "We have, indeed, expanded into some Saturn stores as Media Markt and plan to continue doing so."
The company was tight-lipped about specific store numbers. However, they assuaged concerns that Saturn might vanish, stating emphatically that the brand remains a core part of their grand strategy.
For affected customers, change is in the air. The product offerings are similar, with many products available at both outlets. Marketing campaigns and promotions are syncing up. Ceconomy is working diligently to intertwine both brands, with plans to merge the reward programs as early as next week. Customers will then be able to shop and bank points at either chain, while past-purchase points will seamlessly merge together.
A European Phenomenon
In Europe, Media Markt reigns supreme. Saturn stores have bidding farewell or transforming into Media Markt locations in countries like Austria, Belgium, the Netherlands, Luxembourg, and Poland. As of March 2025, Ceconomy boasts over 1,000 stores across 11 countries.
The first Saturn store opened in Cologne in 1961, with the first Media Markt branch kicking off in Munich in 1979. The retail giant acquired Saturn in 1990, and the two have been contenders in the market ever since. Today, both brands fall under the umbrella of the MediaMarktSaturn Retail Group, which sprouted from a spin-off of Metro AG in 2017.
Despite the changes, customer experience and the satisfaction-seeking spirit of these iconic brands remain an unwavering top priority. Brace yourself for more transformations as Ceconomy has its eyes set on creating a smooth, seamless experience in both Media Markt and the ever-present Saturn.
- In an effort to harmonize their economic and social policy, Ceconomy is merging the Saturn and Media Markt stores, with plans to modernize the business operations and technology infrastructure of the absorbed Saturn locations.
- As part of this strategic move, Ceconomy is working towards integrating the reward programs of both brands, allowing customers to earn and redeem points at either Media Markt or Saturn stores, reinforcing the close financial relationship between the two retail entities.
