Hubbry Logo
Mein RealMein RealMain
Open search
Mein Real
Community hub
Mein Real
logo
8 pages, 0 posts
0 subscribers
Be the first to start a discussion here.
Be the first to start a discussion here.
Mein Real
Mein Real
Mein Real
View on Wikipedia
from Wikipedia

Mein Real (stylized mein real; real until 2022 and real,- until 2017) was a chain of hypermarkets in Germany owned by Metro AG until 2020 when it was sold to The SCP Group. It was formed in 1992, from the merger of chains divi, Basar, Continent, Esbella and real-kauf. Until 2014 it was also active internationally, in Poland, Romania, Russia, Ukraine and Turkey; most of these operations were bought by French retail company Auchan Group. In 2018, Metro decided to divest the Real chain and in 2021, many markets were taken over by either Edeka, Kaufland, Globus, Rewe or V-Markt and got rebranded with the brand of the respective new owner. The process of selling was finished by mid of 2022. However, the original plans to liquidate real completely were dropped in early 2022 when it was decided that the remaining 60 stores will continue under the real brand name under new ownership. Real's former website (real.de) was replaced by kaufland.de in 2021. The new website can be found at meinreal.de.

Key Information

In September 2023, the remaining company filed for bankruptcy. After some rescue attempts failed, the remaining 45 stores that will not be taken over by competitors were closed by the end of March 2024 and the company finally ceased trading and was liquidated.

History

[edit]

In 2006, Metro acquired Walmart's 85 stores in Germany[1] and 26 Géant hypermarkets in Poland from the French retail group Groupe Casino.[2]

In November 2018, Metro sold its 91 Real hypermarkets in Poland, Romania, Russia and Ukraine to Auchan for €1.1 billion.[3] In 2014, it sold its 12 Real hypermarkets in Turkey.[4]

In September 2018, Metro AG announced the split from Real and sale of all hypermarkets, and in February 2020, Real was sold to The SCP Group[5] owned by Russian oligarch Vladimir Yevtushenkov.[6]

In April 2021, after the new owner The SCP Group had decided to liquidate Real and sell all outlets, the Real brand began to cease being used as a brand for hypermarkets. 270 outlets were sold to other supermarket chains and got rebranded with the brand of the respective new owner, while more than 40 markets were or will be closed.[7][8] The previous owner's planned goal was to complete a liquidation of Real by the end of June 2022. Locations without subsequent use should be closed.

In January 2022, however, it was announced that the remaining 60 real stores that are not being sold will not be closed, but will continue to operate as real in the future. As planned, the previous owner is withdrawing from the plan to break up real on 30 June 2022, and is selling the remaining locations to a restructuring company headed by the Frankfurt lawyer Sven Tischendorf. Restructuring is planned to ensure long-term continuation under the real brand. The Real headquarters in Düsseldorf will be dissolved as planned, and a successor company under the name real Service und Verwaltungs GmbH in Frankfurt am Main will take over some of the tasks. Purchasing and logistics are taken over by an external provider. On 13 April 2022, the Federal Cartel Office approved a purchasing cooperation between Rewe and Real.

With the change of ownership of real, the brand identity also changed. The real brand was given up on 1 July 2022, and the locations were rebranded as mein real (my real), and the long-standing claim Einmal hin. Alles drin., which has been part of the company since 2008, was replaced with alles was ich mag!.

On 30 September 2023, Mein Real filed an application to commence insolvency proceedings under self-administration. All 5,000 employees, all 62 stores and the corporate headquarters are to be affected as part of the insolvency. Salaries will continue to be paid for employees working for the company.[9] On November 20, 2023, it was announced that 18 stores would be taken over by competitors (13 stores to Rewe, three to Kaufland and one store to Edeka), while the remaining 45 stores that did not find a new owner would be closed by the end of March 2024. With the closure and sale of the remaining stores, real GmbH ceased business operations.[10]

Logos

[edit]
  • Logo of real until 2017
    Logo of real until 2017
  • Logo of real until 30 June 2022
    Logo of real until 30 June 2022
  • Logo of Mein Real since 1 July 2022
    Logo of Mein Real since 1 July 2022

Products

[edit]

As well as food, Real also offers a wide assortment of household goods, electrical appliances, books, media, textiles and footwear (sports and regular footwear were concessions owned by Hamm Market Solutions GmbH & Co KG, based in Osnabruck, Germany), sports goods, and stationery. In addition to branded products, several store brands were offered including discount label TiP (Toll im Preis - Great Price), mid-price real Quality, premium brand realSelection, real Bio organic products and Watson consumer electronics.

Assets

[edit]

Current

[edit]
  • real Quality
  • realSelection
  • real Bio
  • Watson
  • meinreal.de

Former

[edit]
  • real.digital - renamed to Kaufland E-Commerce
  • real2business - renamed to marketplaceworld
  • TiP - replaced by Jeden Tag
  • real.de - redirects to kaufland.de
  • Payback real club cards
  • real Future Store - brand discontinued and then converted to an ordinary real store in 2013
  • real Poland - converted to Auchan
  • real Russia - converted to Auchan (Ашан)
  • real Ukraine
  • real Romania - converted to Auchan and then renamed to remarkt
  • real Turkey

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Mein Real

View on Grokipedia
from Grokipedia
Mein Real (stylized as mein real) was a prominent German chain that operated from 1992 until its complete closure in 2024, specializing in a broad assortment of groceries, , , , , and seasonal items across large-format stores. The chain originated in 1992 from the merger of several established networks, including divi, Basar, , Esbella, and real-kauf, which allowed it to rapidly expand into one of Europe's leading operators under the initial "real" branding. For nearly three decades, Mein Real was a subsidiary of the Metro AG retail conglomerate, growing to encompass over 300 stores at its peak and employing tens of thousands, with a focus on one-stop shopping experiences that combined food, non-food, and drugstore products. In 2020, amid Metro's strategic shift toward wholesale operations, the entire Real business—including 276 hypermarkets, its digital platform, 80 real estate properties, and approximately 34,000 employees—was sold to the Luxembourg-based private equity firm SCP Group for around €1 billion, with all staff transferring under existing contracts. Under SCP Group's ownership, the chain underwent a in July 2022 to "mein real," introducing a refreshed , the "mein markt, mein preis" (my market, my price), and efforts to modernize store layouts and customer offerings in its then-approximately 140 locations. However, persistent economic pressures, including inflation, supply chain disruptions, and competitive discounting from rivals like and , led to financial strain; on September 29, 2023, Real GmbH filed for proceedings in self-administration at the District Court, impacting its 62 remaining stores and putting over 5,000 jobs at risk while aiming to sustain operations during restructuring. In the insolvency process, German competition authorities approved the sale of select stores to major retailers, including 15 locations to in October 2023 and additional sites to and , preserving some operations and employment. Ultimately, with no buyers for the remaining 45 branches, these stores shuttered by March 31, 2024, concluding the chain's 32-year history and reflecting broader challenges in Germany's sector amid shifting preferences toward and retail.

History

Formation and Early Development

Mein Real was established in 1992 through the merger of several prominent German chains—divi, Basar, Continent, Esbella, and real-kauf—under the ownership of what would become . This consolidation created a unified retail entity focused on the , integrating diverse store formats to streamline operations and enhance competitive positioning in the sector. The early years saw rapid initial expansion. By the end of 1996, the chain had reached 162 outlets across , reflecting aggressive integration efforts following the 1996 formation of from its predecessor companies. Further acquisitions, such as the 94 Allkauf and 20 Kriegbaum stores in 1998, propelled the network to 284 hypermarkets by year-end, solidifying its presence in the German retail landscape. At its core, Mein Real adopted a hypermarket model that combined extensive grocery offerings with non-food categories, including electronics, textiles, and household goods, to provide one-stop shopping for everyday needs. This approach emphasized price leadership, broad product depth—up to 80,000 articles per store—and customer-friendly environments to attract middle-class families in urban and suburban areas. Key milestones in the mid- to late 1990s included the opening of stores in major cities such as and , which served as flagships demonstrating the brand's scalability and appeal in high-density markets. By 1998, these developments had boosted sales to DM 15.5 billion, marking Real's emergence as Germany's leading operator.

International Expansion and Divestitures

Real began its international expansion in the late 1990s, starting with Poland in 1997, where it opened stores to tap into the growing post-communist retail market. The chain adapted its store format to local preferences by emphasizing fresh produce sections and partnering with Polish suppliers for regional products, helping it establish a foothold amid competition from emerging domestic retailers. Subsequent entries included in 1998 with an initial store in , focusing on a mix of imported European goods and local halal-certified items to align with cultural demands. Expansion continued into in 2005, with the debut in , where Real invested heavily in urban locations and localized assortments featuring Romanian agricultural products to build customer loyalty in a fragmented market. In , it entered by opening its first store in St. Petersburg, adapting for vast and incorporating Russian staples like and preserved goods. Ukraine followed in 2007 with a launch in , where the chain tailored promotions to seasonal local festivals and sourced from nearby farms to compete with state-influenced trade networks. These strategies emphasized localization and community engagement to navigate regulatory hurdles and consumer habits in emerging economies. By 2011, Real's international footprint included 91 stores across Poland, , , and , representing a significant portion of its non-German operations and generating sales exceeding €2.6 billion annually in . However, the chain encountered substantial challenges, including fierce competition from entrenched local players such as and X5 Retail Group in Russia, which eroded through aggressive and denser store networks. Economic volatility, including currency fluctuations and supply disruptions in Ukraine and , further strained profitability, prompting strategic reviews. In a major divestiture, sold Real's operations in , , , and to in 2012 for €1.1 billion, encompassing 91 hypermarkets and associated real estate; the stores were gradually converted to the Auchan brand or integrated into Auchan's Remarkt discount format to streamline the French retailer's portfolio. Remaining international assets followed suit, with the 12 Turkish stores sold in 2014 to local partners and the final four in divested in 2017, marking the end of Real's overseas presence as Metro refocused on core wholesale activities. This retrenchment coincided with broader domestic restructuring efforts in starting around 2018.

Ownership Changes and Domestic Restructuring

In September 2018, initiated a comprehensive program for its Real chain in , announcing plans to sell the entire portfolio of 276 stores to refocus on its wholesale operations. This process involved transferring or rebranding the majority of locations to domestic competitors, with sales accelerating after the 2020 ownership change. By mid-2022, approximately 210 stores had been divested or closed, including up to 51 locations acquired by (after regulatory adjustments blocking 21 sites), 92 by , around 24 by , and additional sites to and other retailers like V-Markt. These transactions preserved many jobs through transfers to new operators but marked a significant contraction of the Real footprint in the German market. The pivotal ownership transfer occurred in June 2020, when Luxembourg-based investment firm SCP Group completed its acquisition of 100% of Real GmbH from for an enterprise value of €1 billion, encompassing the remaining stores, digital assets, and properties. Under SCP's stewardship, the restructuring intensified, with a focus on selling non-core assets to stabilize operations and reduce debt; this included partnerships with x+bricks Group for real estate repositioning and the disposal of over 140 stores to rivals like and shortly after the deal closed. Approximately 50-60 core stores were retained initially to test a repositioned discount-oriented model, though further divestments continued through 2022. In July 2022, SCP sold the shrunken portfolio of 63 remaining stores to a led by the Tischendorf family office and former Real executives, enabling continued operation under new ownership while completing the multi-year divestment initiated by . Operational shifts during this period emphasized cost-cutting and modernization to adapt to competitive pressures in Germany's discount retail sector. SCP implemented efficiency measures such as optimizations and property rationalizations, while investing in digital infrastructure; the online platform real.de was maintained and later evolved into meinreal.de following the rebranding. The rebranding of the surviving stores to "mein real" in July , complete with a new logo and slogan emphasizing customer-centric discounting ("mein real – dein Preisvorteil"), aimed to refresh the brand identity and attract budget-conscious shoppers amid ongoing market challenges. These efforts sought to stabilize the core business by focusing on a leaner network of hypermarkets with enhanced pricing and assortment strategies, under the subsequent ownership of the Tischendorf-led consortium. The restructuring had profound impacts on the , with dropping sharply from over 34,000 at the time of the SCP acquisition in 2020 to approximately 5,000 by 2023, reflecting store closures, divestments, and internal efficiencies. While many employees at sold locations transitioned to acquiring chains like and , the retained operations involved layoffs and redeployments to align with the reduced scale; for instance, the 2022 sale to Tischendorf included commitments to maintain jobs at the 63 sites, but broader cost controls contributed to the overall decline. These changes occurred amid attempts to secure the company's viability, though they preceded the eventual proceedings in late 2023.

Bankruptcy and Liquidation

In September 2023, the operator of the Mein Real supermarket chain, real GmbH, filed for in self-administration at the Mönchengladbach District Court, affecting its remaining 62 stores amid mounting debts accumulated from years of financial difficulties and intense market competition from discounters and larger rivals. The proceedings were initiated on September 29 to allow continued operations while seeking buyers for the locations, as the company faced a challenging macroeconomic environment including and shifting consumer preferences toward low-cost retailers. Rescue efforts focused on selling stores to competitors, with the Bundeskartellamt approving the acquisition of 15 locations by on October 30, 2023, and additional sites to (three) and (one) around November 2023. These sales preserved approximately 1,500 jobs out of over 5,000 affected employees across the chain and headquarters in . However, no buyers emerged for the remaining 45 stores, leading to their scheduled closure by March 31, 2024, effectively ending all Mein Real operations. The liquidation process involved the orderly wind-down of assets including inventory and , with wages secured for employees during the proceedings. This resulted in redundancies for the majority of the workforce, with unions like criticizing capped severance payments amid the chain's terminal decline. By early 2024, all stores had ceased trading, concluding the brand's presence in the German retail market.

Operations and Business Model

Store Format and Locations

Mein Real operated as a chain, with stores typically featuring a broad assortment of and non-food items in large retail spaces. The average store size was approximately 6,500 m², though some smaller outlets measured around 5,500 m², allowing for wide aisles and dedicated sections such as in-store bakeries alongside , , and household goods departments. The chain's location strategy focused on urban and suburban areas throughout , spanning both western and eastern regions to serve densely populated communities. Concentrations were particularly notable in , where competitors expressed interest in acquiring sites, as well as in northern areas and cities like . This positioning enabled accessibility for car-owning customers while integrating into local retail landscapes. At its peak in 2007, Mein Real (then operating as Real) maintained nearly 350 stores nationwide, but the network progressively shrank through divestitures and closures, reaching 276 outlets by 2020. Following the 2020 acquisition by SCP Group and the subsequent rebranding to "mein real" in July 2022, the portfolio was further streamlined to 63 locations as part of efforts to enhance operational efficiency and focus on viable sites. This reduction emphasized cost control amid competitive pressures in the German retail sector.

Supply Chain and Logistics

Mein Real's supply chain was characterized by a centralized distribution model designed to support its hypermarket format, ensuring efficient procurement and delivery of a wide assortment of goods. Prior to its 2020 acquisition by The SCP Group, the chain integrated with Metro AG's logistics network, which operated seven central warehouses across Germany to handle dry goods, fresh produce, and frozen items for over 720 stores, including Real's locations. These facilities employed cross-docking techniques to streamline operations, processing approximately 35,000 pallets daily via a combination of in-house fleets and third-party logistics providers, with delivery windows as short as three hours to maintain product freshness. Prior to 2020, the chain's supplier partnerships emphasized long-term contracts with around 3,000 domestic producers in , enabling direct sourcing for over 90% of fresh products to minimize transit times and ensure quality compliance. For non-food items, collaborations with international importers and major manufacturers, such as category captains like , incorporated (EDI) and collaborative planning, forecasting, and replenishment (CPFR) systems to optimize procurement volumes exceeding €43 billion annually through Metro Group Buying. These partnerships addressed logistical challenges like demand variability and product proliferation across 70,000 stock-keeping units per store, particularly during the pre-2020 integration phase when harmonizing systems across Metro's divisions required significant standardization efforts. Key distribution centers included the Altlandsberg facility near , spanning 60,000 square meters and serving as a major hub for general in eastern , and the Groß-Gerau center near , specialized in temperature-controlled storage for fresh and to support perishables distribution nationwide. Although specific operations in were not detailed in available records, the region's proximity to centers like Hamm (50,000 square meters) facilitated efficient regional supply for and non-perishables in western . Following the sale to SCP Group, Mein Real shifted to independent operations, establishing its own arrangements separate from Metro AG's network, while prioritizing just-in-time delivery to reduce inventory costs and adapt to post-acquisition restructuring. Sustainability initiatives in the gained traction in the 2010s, with a partial shift toward local sourcing for perishables to reduce carbon footprints from transportation and bolster regional economies, building on earlier direct practices. This approach complemented Metro AG's broader environmental programs, including a initiative that achieved 85% diversion by 2003, primarily through paper and recovery in operations.

Workforce and Employment Practices

Mein Real employed approximately 34,000 workers at its peak in , coinciding with the operation of 282 hypermarkets across . By 2023, amid extensive store closures and financial restructuring after the 2020 acquisition by the SCP Group, the workforce had shrunk to around 5,000 employees, many of whom were affected by the company's proceedings. The company fostered strong relationships with the ver.di trade union, which represented a significant portion of its retail staff and led collective bargaining efforts on wages, benefits, and working conditions in the sector. ver.di notably organized a nationwide strike at Real hypermarkets in November 2018 to protest proposed cuts to employee benefits and demand better pay agreements. Layoffs were a key aspect of the domestic under new ownership, contributing to the overall decline. Mein Real supported employee development through Germany's dual vocational training system (Ausbildung), providing in-house programs that emphasized practical skills in and inventory management for retail roles. These initiatives aligned with broader industry practices to build a skilled capable of handling daily operations in environments. During the 2000s and 2010s, the company introduced welfare measures to enhance diversity and work-life balance, including flexible part-time positions that catered to parents and other employees seeking reduced hours, in line with ver.di-negotiated agreements promoting family-friendly policies.

Products and Brands

Product Categories and Assortment

Mein Real hypermarkets featured a broad assortment of product categories, reflecting the typical structure of German hypermarkets that combine extensive grocery offerings with a significant non-food selection to serve as one-stop shopping destinations. Food staples formed the foundation of the inventory, encompassing groceries, fresh , bakery items, and products, and emphasized everyday essentials like fruits, , breads, , and cheeses. These categories were supported by sub-sections for beverages, frozen foods, and snacks, ensuring comprehensive coverage for household needs. Non-food items expanded the range to include such as televisions and appliances, and textiles, like cleaning supplies and , and media, and sports equipment including fitness gear and outdoor items, appealing to diverse consumer lifestyles. This mix allowed customers to purchase items ranging from apparel to leisure products in a single visit. Seasonal offerings were integrated into the assortment to capitalize on periodic demand, featuring holiday specials with decorations, gifts, and festive foods during and , as well as back-to-school promotions offering school supplies, , and in late summer. The overall assortment enabled a vast selection that balanced depth in core categories with breadth across lifestyle goods, though products were also prominent within these groups.

Private Label Offerings

Mein Real developed a portfolio of private label brands to address diverse customer preferences, emphasizing quality, affordability, and specialization. The key offerings included real Quality as the premium line featuring high-end groceries and household items, realSelection for specialty and gourmet products such as exotic spices and artisanal goods, real Bio for certified organic foods and sustainable options, and Watson for consumer electronics such as appliances and gadgets. These brands were introduced starting in 2008, marking Real's shift toward proprietary products branded under its own name to build customer loyalty and differentiate from national brands. The evolution of these private labels reflected ongoing adaptations to market demands and operational changes. In 2020, the discount-oriented label TiP, which had served as an entry-level option for basic staples, was phased out and replaced by Jeden Tag to modernize the low-price segment with refreshed packaging and broader assortment appeal. This transition aimed to enhance perceived value and align with cost-optimization strategies amid the company's . Meanwhile, the core brands like real Quality and real Bio continued to expand, incorporating trends such as increased demand for organic and premium items during economic uncertainty. Production of Mein Real's private labels relied on strategic partnerships with third-party manufacturers, enabling efficient scaling while upholding quality standards through rigorous testing and compliance protocols. These collaborations, often with established suppliers in the and consumer goods sectors, allowed for cost savings via bulk production and shared expertise, without owning manufacturing facilities. For instance, many items under real Bio and Watson were co-developed with specialized producers to meet requirements for organics or electronics specifications. Private label offerings were targeted to contribute up to 25% of food sales, positioning Mein Real competitively within the sector, where proprietary brands helped balance premium aspirations with everyday affordability. These s were seamlessly integrated into the broader product categories, enhancing value across food, non-food, and seasonal items without dominating the inventory. Following the filing in 2023 and store closures by March 2024, these private label brands were discontinued.

Pricing and Discount Strategies

Mein Real employed a hybrid pricing approach that blended elements of everyday low (EDLP) with promotional tactics, aiming to offer competitive base prices on staple goods while using temporary reductions to draw in price-sensitive consumers. This strategy positioned the chain as a mid-tier option between full-service hypermarkets like or , which focused on broader assortments and higher everyday prices, and hard discounters such as and , known for strict EDLP without frequent promotions. By maintaining relatively stable low prices on core items and layering on weekly specials, Mein Real sought to balance affordability with perceived value, particularly in response to the dominance of discounters in the German market. To enhance and amplify discount appeal, Mein Real introduced ,- KundenKarte in 2000, a that allowed shoppers to earn points on purchases redeemable for vouchers and additional savings. Cardholders accumulated points at a rate tied to spending—typically starting from 200 points for meaningful rewards—and could combine them with Payback points from partner retailers for greater flexibility in discounts. This initiative, managed initially by agency Conrad Gley Thieme, was designed to foster repeat visits amid intensifying from discounters, where everyday savings were paramount. Over time, the program evolved to include personalized offers, reinforcing the chain's commitment to accessible pricing without fully abandoning promotional highs and lows. Following the 2020 acquisition by SCP Group and to "mein real," the chain intensified its focus on budget-conscious shoppers through deeper promotional discounts, including buy-one-get-one-free deals and gratis weeks on selected products to counter economic pressures and declining foot traffic. These tactics marked a strategic pivot toward more aggressive pricing to recapture from discounters, with offers like the September 2023 "Gratis-Woche" providing free items on qualifying purchases to stimulate volume sales. Despite higher base prices compared to rivals like , this post-2020 emphasis on intensified promotions helped position mein real as a value-driven alternative for cost-aware families, though it struggled against entrenched discounter .

Branding and Marketing

Evolution of Logos and Visual Identity

The original logo of Mein Real, introduced in 1992 when the chain launched as Real hypermarkets, featured a simple lowercase "real" in cursive script font rendered in , paired with blue geometric elements on a background. These colors were chosen to symbolize affordability and trustworthiness, reflecting the brand's focus on value-driven shopping for families. During the , the underwent updates to incorporate a in "real,-", adding a playful and personal touch that suggested accessibility and customer intimacy, like an inviting pause in conversation. By 2017, a refresh introduced a modern font, streamlining the design for better visibility and aligning with evolving retail while maintaining the core and palette to reinforce the discount positioning amid competitive pressures in the German market. The 2022 rebrand to "mein real" marked a significant shift, adding the word "mein" (meaning "my" in German) in a bolder, flowing font with a heart icon and orange/red accents integrated into the visual identity. This evolution emphasized community ties and product freshness, supporting the chain's repositioning from traditional hypermarkets toward a more localized, customer-centric discount model following ownership changes.

Advertising Campaigns and Customer Engagement

Mein Real's advertising efforts have historically emphasized the chain's format, focusing on product variety, quality, and convenience to attract families and value-conscious shoppers. In the , shortly after the chain's formation in 1992 through the merger of Metro's hypermarkets and Kaufhaus-Konzern Karstadt's supermarkets, TV advertisements highlighted the extensive assortment available under one roof, positioning Real as a comprehensive destination. These early campaigns featured dynamic visuals of bustling stores stocked with groceries, , and non-food items, aiming to build in a competitive German retail landscape. The 2000s saw a series of memorable TV campaigns that reinforced Real's one-stop-shopping appeal. A prominent example was the 2005 "Besorg's dir doch einfach" (Just get it easily) initiative, which used humorous scenarios to depict effortless for everyday needs, broadcast across major German networks to drive foot traffic. Complementing this, the "Einmal hin, alles drin" (Once there, everything in) became a cornerstone of TV spots from 2005 onward, illustrating the chain's vast selection through montage sequences of diverse products, from fresh produce to electronics. By 2010, Real launched the "Qualitätskampagne" ( Campaign) titled "Zum goldenen Hirschen" (To the Golden Stag), a multi-channel effort that invited customers to sample and test premium products in-store, with TV ads featuring testimonials to underscore superior quality standards.) Entering the 2010s, Mein Real pivoted toward digital strategies to modernize customer outreach amid rising smartphone adoption. In 2012, the chain introduced a pioneering digital coupon program across 320 hypermarkets, enabling shoppers to access personalized e-coupons via mobile devices while navigating aisles; developed in partnership with IBM using InfoSphere Streams technology, this system scanned customer locations in real-time to push relevant offers, such as discounts on groceries or seasonal items. This digital push extended to app-based integrations with the Payback loyalty program, where users could clip coupons and track rewards, fostering repeat visits through targeted notifications. Customer engagement at Mein Real has centered on loyalty initiatives and multichannel interactions to build long-term relationships. The chain's integration with program, Germany's largest loyalty scheme, allows customers to earn and redeem points on purchases, with over 31 million active participants across partner retailers including Real as of 2019; this system not only incentivizes spending but also collects data for tailored promotions. In-store engagement includes product demonstrations and sampling events, particularly for private-label and seasonal goods, which encourage trial and immediate feedback. Digitally, Mein Real maintains an active presence on platforms like and , posting weekly deals, recipe ideas, and user-generated content to interact with followers, while email newsletters deliver personalized offers to subscribers, such as app-exclusive coupons tied to the 2012 digital launch. These efforts have supported sales uplifts of 10–15% during promotional peaks, as targeted campaigns align with high-traffic periods like holidays.

Rebranding Efforts Under New Ownership

Following the acquisition of Real by the Luxembourg-based investment firm SCP Group in February 2020, the company underwent significant restructuring, including the sale of the majority of its approximately 276 stores to competitors such as , , and between 2020 and early 2022. In early 2022, SCP sold the remaining around 60 outlets to the Tischendorf and a management team, who oversaw the initiative to reposition the stores as a more customer-centric discount retailer. On July 1, 2022, the brand shifted from "real" to "mein real," with the new name—stylized in lowercase and incorporating the German word "mein" meaning "my"—aimed at emphasizing and stronger ties to differentiate from larger competitors. This change was accompanied by a new , "alles was ich mag!" (everything I like!), replacing the previous "Einmal hin. Alles drin." (One stop. Everything inside.), and a modernized to convey and modernity. The rebranding sought to reinforce the chain's discount positioning by highlighting tailored experiences in regional markets. Store renovations commenced in 2022 as part of a three-year plan for the retained outlets, featuring updated layouts with expanded fresh produce sections at entrances, modernized facades, and refreshed signage to better support the discount model and improve customer flow. These changes prioritized cost-effective enhancements, such as brighter interiors and streamlined non-food areas, while maintaining the hybrid food and general merchandise assortment. Implementation was phased across locations to align with operational continuity. The digital rebrand included the relaunch of the company's website as meinreal.de in 2022, introducing enhanced online features for product browsing, store locator services, and integration with loyalty program to facilitate click-and-collect options and digital coupons. This move aimed to bolster capabilities amid the post-acquisition downsizing, though full online ordering was limited compared to pre-2020 offerings. SCP Group reacquired the business from the Tischendorf in 2023, but rebranding efforts faced constraints from a limited investment budget, resulting in a gradual rollout rather than comprehensive overhauls, as the firm focused on stabilizing the core business amid ongoing . By late 2023, these challenges contributed to proceedings for Real , and with no buyers for the remaining stores, they closed by March 31, 2024, ending all branding and marketing activities.

Legacy and Impact

Economic and Market Influence

Mein Real exerted considerable influence on the German retail landscape as a prominent operator, particularly during the when it commanded a estimated at around 6-7% of the overall grocery sector through its extensive network of large-format stores offering broad assortments. This positioning allowed the chain to shape hypermarket standards, promoting one-stop shopping experiences that combined groceries, , and non-food items, thereby setting benchmarks for scale and variety that reverberated across the industry. At its operational peak in the late and early , Real generated net sales of approximately €11.5 billion annually, underscoring its macroeconomic footprint in a market dominated by discounters and traditional . The competitive dynamics fostered by Mein Real compelled rivals to adapt strategically, notably pushing —the largest grocery retailer with a 25% —to diversify beyond conventional supermarkets into discount formats like to counter the mid-tier pricing and assortment pressures from hypermarkets. This rivalry highlighted the fragmented yet concentrated nature of Germany's grocery sector, where hypermarkets like Real occupied a vital niche between low-cost discounters and premium full-service chains, influencing pricing strategies and efficiencies across the board. Economically, the chain's operations generated substantial revenue streams that supported thousands of jobs and bolstered local suppliers through regional sourcing initiatives, contributing to community-level economic stability in host regions. However, Mein Real's mid-tier positioning became vulnerable in the evolving retail environment, with the relentless expansion of discounters—such as and , which collectively held over 40% of the grocery market by the 2020s—eroding profitability through aggressive low pricing and compact store models. The parallel surge in online grocery retailing, accelerated by platforms and delivery services, further diminished the appeal of physical s, as consumers shifted toward convenience and digital options, ultimately leading to Real's divestiture from in 2020 and subsequent insolvency proceedings. This decline exemplified broader challenges for hypermarket formats, with the closure of Mein Real's remaining outlets exacerbating long-term pressures on the category.

Store Acquisitions and Industry Consolidation

Following Metro AG's decision to divest the Real chain in 2018, the subsequent owner, SCP Group, initiated a series of store sales that significantly contributed to industry consolidation in Germany's grocery sector. Between 2020 and 2023, approximately 214 Real hypermarkets were sold to major competitors, including about 59 to , 95 to , 24 to , and 14 to . These transactions accelerated the absorption of Real's assets into larger networks, reducing the number of independent hypermarket operators. Key deals included the 2020 agreement for 141 stores to and , with regulatory approvals later specifying 92 for and 51 for , alongside 24 for . Additional acquisitions followed, such as 's approval for seven more stores in 2021, bringing its total to around 58 from these phases. These sales not only transferred operations but also rebranded sites under the buyers' banners, streamlining supply chains and expanding footprints for the dominant players. The process culminated in Real's bankruptcy filing in September 2023, leading to further asset disposals in 2023–2024. Of the remaining 62 stores, 18 were sold—14 to , three to , and one to —while 45 locations closed without buyers, resulting in site repurposing or vacancy by March 2024. These final transactions marked the end of Real's operations under the Mein Real branding. The and closures affected over 5,000 employees, with some jobs preserved through store sales to competitors, while others were lost, highlighting challenges in retail employment stability. All major acquisitions received conditional clearance from the Bundeskartellamt to ensure compliance, often requiring divestitures in overlapping regions to maintain . The overall consolidation strengthened , , and Rewe as dominant forces, diminishing diversity and concentrating market power among the top retailers, which now control over 85% of German grocery sales.

Environmental and Social Contributions

Mein Real, operating as part of the Metro Group, implemented several environmental initiatives aimed at reducing its ecological footprint. In the 2010s, the chain pursued a 3R strategy (reduce, reuse, recycle) to minimize plastic packaging across its operations in Germany, aligning with broader industry efforts to minimize waste through redesigned packaging and alternative materials. This included commitments to phase out single-use plastics and increase the use of recyclable options in own-brand products. Additionally, Mein Real promoted its "real Bio" organic product line, which offered affordable certified organic foods such as fruits, vegetables, and pantry staples, encouraging sustainable consumer choices and supporting organic farming practices. On the social front, Mein Real contributed to community welfare through partnerships with Tafel Deutschland e.V., Germany's largest network. Since the early 2000s, Real stores donated surplus food items daily to local Tafel organizations, helping to combat food insecurity and reduce waste by redistributing safe, edible products that would otherwise be discarded. The chain also supported various local charities, including initiatives for youth education and regional disaster relief, often through in-store collection drives and corporate matching programs. In terms of workforce diversity, Mein Real participated in programs to integrate migrants into its workforce, including language training and job placement partnerships with integration centers. As part of Metro Group's adherence to the German Diversity Charter since 2007, these efforts focused on hiring and upskilling refugees and migrants, fostering an inclusive environment across its stores. Following the closure of all Mein Real stores in March 2024 due to , sustainability practices from the chain were transferred to acquiring retailers such as and . This included the adoption of waste reduction protocols and organic sourcing guidelines in the repurposed locations, ensuring continuity of environmental standards in the local retail landscape.

References

  1. https://logos-world.net/real-logo/
  2. https://newsroom.metroag.de/en/news/investment-firm-scp-group-acquires-real-from-metro-ag?dt=20200218
  3. https://www.esmmagazine.com/retail/luxembourgs-scp-group-acquires-real-hypermarket-from-metro-ag-90173
  4. https://newsroom.metroag.de/en/news/metro-ag-completes-sale-of-real?dt=20200625
  5. https://www.hna.de/verbraucher/real-supermarkt-name-logo-aenderung-slogan-neu-verbraucher-91682625.html
  6. https://www.24rhein.de/welt/deutschland/mein-real-veraenderung-umbau-filialen-nrw-neuer-name-umbau-logo-slogan-supermarkt-einkaufen-zr-91553060.html
  7. https://retail-news.de/real-supermarktkette-meldet-insolvenz-an/
  8. https://www.sueddeutsche.de/wirtschaft/real-metro-rewe-edeka-aldi-kaufland-lebensmittel-handel-1.6262585
  9. https://www.ludwigsburg24.com/mein-real-beantragt-insolvenz-in-eigenverwaltung-ueber-5-000-jobs-in-gefahr/
  10. https://www.bundeskartellamt.de/SharedDocs/Meldung/EN/Pressemitteilungen/2023/30_10_2023_Rewe_real.html
  11. https://www.rbbecon.com/news/article/rewe-take-over-of-mein-real-supermarkets/
  12. https://ground.news/article/bankruptcy-last-real-supermarkets-close-until-the-end-of-march_4a48ad
  13. https://www.augsburger-allgemeine.de/panorama/real-insolvent-letzte-maerkte-schliessen-2024-12-12-23-101987119
  14. https://www.annualreports.com/HostedData/AnnualReportArchive/m/OTC_MTAGF_1996.pdf
  15. https://www.company-histories.com/Metro-AG-Company-History.html
  16. https://www.annualreports.com/HostedData/AnnualReportArchive/m/OTC_MTAGF_1998.pdf
  17. https://www.geonika.cz/mgr/articles/10361-Volume_21_Issue_4_FRANZ.pdf
  18. https://www.romania-insider.com/retailer-real-hypermarket-reaches-eur-550-mln-investments-in-romania
  19. https://www.researchgate.net/publication/233069390_Internationalisation_of_Hypermarket_Retailing_in_Poland
  20. https://www.reuters.com/article/business/metro-sells-hypermarkets-to-auchan-in-drive-to-cut-debt-idUSBRE8AT0W9/
  21. https://www.esmmagazine.com/retail/metro-sells-real-eastern-europe-to-auchan-1038
  22. https://www.reuters.com/article/business/metro-puts-struggling-real-hypermarket-chain-on-the-block-idUSKCN1LU0KM/
  23. https://www.bundeskartellamt.de/SharedDocs/Meldung/EN/Pressemitteilungen/2021/17_03_2021_Edeka_Real.html
  24. https://www.bundeskartellamt.de/SharedDocs/Meldung/EN/Pressemitteilungen/2020/22_12_2020_Real_Kaufland_Globus.html
  25. https://www.marketscreener.com/quote/stock/METRO-AG-36818765/news/The-SCP-Group-and-x-bricks-AG-completed-the-acquisition-of-Real-GmbH-from-Metro-AG-33821889/
  26. https://www.reuters.com/article/business/more-than-140-german-real-stores-to-be-sold-on-to-kaufland-edeka-idUSFWN2BO0YJ/
  27. https://www.fyb.de/en/scp-group-sells-real-group-to-family-office-tischendorf-and-a-real-team/
  28. https://www.refire-online.com/companies/metro-ag-sells-real-to-scp-group/
  29. https://www.designtagebuch.de/aus-real-wird-mein-real/
  30. https://cms.law/en/deu/news-information/cms-supports-on-successful-closing-of-the-acquisition-of-the-real-group-by-scp
  31. https://www.tagesschau.de/wirtschaft/unternehmen/real-filialen-100.html
  32. https://www.n-tv.de/wirtschaft/Mein-Real-ist-insolvent-5000-Beschaeftigte-betroffen-article24432635.html
  33. https://www.spiegel.de/wirtschaft/mein-real-ist-insolvent-a-345cf637-fb26-40e4-ae01-9ec43e3e4dd6
  34. https://www.lebensmittelpraxis.de/handel-aktuell/38786-supermarktkette-real-schliesst-letzte-maerkte.html
  35. https://www.sueddeutsche.de/wirtschaft/supermaerkte-einzelhandel-real-1.6306718
  36. https://www.bordbia.ie/industry/news/food-alerts/2020/the-real-deal-the-sale-of-german-hypermarket-real-and-the-potential-impact-on-irish-exports/
  37. https://www.wsws.org/en/articles/2020/02/29/real-f29.html
  38. https://ctl.mit.edu/sites/default/files/SC2020%2520Thesis%2520Metro%2520Group.pdf
  39. https://www.metro-logistics.de/en/
  40. https://www.metro-logistics.de/en/locations
  41. https://www.ft.com/content/cb56dd00-b786-11e8-bbc3-ccd7de085ffe
  42. https://sg.finance.yahoo.com/news/nationwide-strike-called-metros-german-supermarket-chain-real-113253940--sector.html
  43. https://executive-interim-partners.de/en/publications/pressemitteilung-dr-ulrich-bergmoser-mein-real/
  44. https://assets.ctfassets.net/pn8wbiqtnzw9/eeyTMpaRI0dHLXem5f4rN/420522bb353b0ba16a37388e02419a7c/The_German_grocery_retail_market.pdf
  45. https://www.supermarktcheck.de/mein-real/sortiment/nach-kategorie/
  46. https://www.24rhein.de/service/verbraucher/mein-real-rewe-produkte-aenderung-kunden-marken-filialen-umbau-renovierung-supermarkt-einkaufen-zr-91843593.html
  47. https://www.mckinsey.com/industries/retail/our-insights/state-of-grocery-europe-report
  48. https://www.discountretailconsulting.com/post/germany-behind-the-shelves-the-eight-largest-grocery-retail-chains-in-numbers
  49. https://www.absatzwirtschaft.de/das-sb-warenhaus-real-setzt-seinen-namen-jetzt-auf-eigenmarken-190769/
  50. https://www.supermarktblog.com/2020/04/29/punktuelle-umstellung-reals-preiseinstieg-tip-muss-platz-machen-fuer-jeden-tag/
  51. https://www.t-online.de/leben/essen-und-trinken/id_21087702/eigenmarken-von-lidl-edeka-co-haeufig-stecken-namhafte-marken-dahinter.html
  52. https://de.statista.com/statistik/daten/studie/184142/umfrage/umsatzanteil-von-handelsmarken-im-deutschen-einzelhandel/
  53. https://www.econstor.eu/bitstream/10419/39806/1/593466845.pdf
  54. https://www.horizont.net/agenturen/nachrichten/-Conrad-Gley-Thieme-fuehrt-Real-Kundenkarte-ein-21535
  55. https://www.kundenkarten-info.de/real-kundenkarte.php
  56. https://www.dealdoktor.de/user-deals/gratis-woche-bei-mein-real-bei-jedem-kauf-ausgewaehlter-produkte-ein-produkt-gratis-dazu/
  57. https://www.merkur.de/wirtschaft/konkurrenz-aldi-kommt-preiskrieg-real-zr-3213766.html
  58. https://1000logos.net/real-logo/
  59. https://logos.fandom.com/wiki/Mein_Real
  60. https://www.slogans.de/slogans.php?BSelect%5B%5D=602
  61. https://www.youtube.com/watch?v=9QKGVYnV1E0
  62. https://progressivegrocer.com/real-launches-digital-coupon-program
  63. https://www.retailtouchpoints.com/topics/store-operations/e-couponing-brings-real-time-coupons-to-customers-fingertips-at-real-stores
  64. https://pubsonline.informs.org/doi/10.1287/ited.2021.0257csa
  65. https://www.bundeskartellamt.de/SharedDocs/Meldung/EN/Pressemitteilungen/2022/02_03_2022_real.html
  66. https://www.24rhein.de/leben-im-westen/shopping/mein-real-aenderung-name-umbau-logo-tischendorf-real-schliessung-filialen-liste-umbau-neustart-sortiment-neu-91552288.html
  67. https://www.braunschweiger-zeitung.de/wolfsburg/article235336821/Offiziell-Aus-Real-in-Nordsteimke-wird-jetzt-mein-real.html
  68. https://www.wikiwand.com/en/articles/Mein_Real
  69. https://ecommercenews.eu/schwarz-gruppe-acquires-online-platform-real-de/
  70. https://www.swancappartners.com/
  71. https://www.annualreports.com/HostedData/AnnualReportArchive/m/OTC_MTAGF_2010.pdf
  72. https://www.statista.com/topics/6307/food-trade-in-germany/
  73. https://www.datapulse.de/en/germanys-largest-supermarkets/
  74. https://www.savills.de/research_articles/260049/364620-0
  75. https://www.statista.com/statistics/521973/food-discounters-retail-market-share-germany/
  76. https://www.euromonitor.com/retail-in-germany/report
  77. https://www.wiwo.de/unternehmen/handel/real-zerschlagung-das-haben-kaufland-globus-und-edeka-mit-den-real-maerkten-vor/27083366.html
  78. https://www.t-online.de/finanzen/aktuelles/wirtschaft/id_90790440/edeka-darf-sieben-weitere-real-filialen-uebernehmen-auflistung-aller-maerkte.html
  79. https://www.handelsblatt.com/unternehmen/handel-konsumgueter/real-aus-fuer-supermarktkette-letzte-maerkte-schliessen-2024-/29512844.html
  80. https://responsibility.metroag.de/esg-priorities/climate-carbon/packaging-plastic/metro-plastic-initiative
  81. https://www.statista.com/forecasts/1335498/real-bio-organic-food-brand-profile-in-germany
  82. https://newsroom.metroag.de/en/news/metro-extends-partnership-with-german-food-banks?dt=20191001
  83. https://responsibility.metroag.de/esg-priorities/equity-inclusion-wellbeing
  84. https://careers.metroag.de/culture
  85. https://www.rewe-group.com/content/uploads/2024/05/rewe-financal-report-31.12.2023.pdf?t=2024052702
Add your contribution
Related Hubs
User Avatar
No comments yet.