The Shift: Media Markt Replacing Saturn Stores Across Germany
Saturn Shrinks Further: Expansion of Media Markt's Presence in Additional Locations - Saturn's Shrinkage: Media Sector Expands, Dominating Increasingly Diverse Fields
In several cities, customers have been caught off guard as familiar Saturn stores have been replaced by red Media Markt signs. This transformation has hit cities like Neuss, Hilden, Cologne, and Aachen in North Rhine-Westphalia hard. With Saturn's iconic blue sign a thing of the past, the once thriving electronic retailer seems to be disappearing, replaced by the ever-growing Media Markt presence.
Once boasting around 150 stores across Germany, the number of Saturn stores has drastically dwindled to just 87, according to Ceconomy, the parent company of both chains. Since the start of the year, Media Markt has taken over an additional 14 Saturn locations, with more conversions anticipated. As a result, the number of Media Markt stores has soared well over 300.
A Ceconomy spokesperson confirmed that the sudden shift in brand identity is a response to customers who increasingly view Media Markt and Saturn as indistinguishable. In order to adapt to this changing consumer behavior, the company is investing in modernizing and improving its stores.
The company did not disclose the current number of Saturn stores or the number of stores that will undergo a conversion to Media Markt. However, the Ceconomy assures the public that the Saturn brand is far from disappearing. Instead, it will remain a cornerstone of the company's overall strategy.
For consumers affected by the transition, the change is minimal. The product ranges at both retailers offer similar items, and offers and promotions are identical. Ceconomy plans to strengthen the synergy between the two brands by merging their bonus programs next week, allowing customers to accumulate and redeem points at either store, regardless of the brand. All previously collected points will also be combined automatically.
In Europe, only the Media Markt brand remains. In countries like Austria, Belgium, the Netherlands, Luxembourg, and Poland, Saturn stores have either closed down or been converted to Media Markt locations in recent years. As of March, Ceconomy operates over 1,000 stores in 11 countries.
The first Saturn store was opened in Cologne in 1961, while the first Media Markt store was opened in Munich in 1979. Media Markt acquired its competitor Saturn in 1990, and a few years later, Metro AG acquired a majority stake in both brands. In 2017, Ceconomy, the parent company of MediaMarktSaturn Retail Group, was spun off from Metro.
Behind the Scenes: Thriving in a Digital World
As the parent company of MediaMarkt and Saturn, Ceconomy AG is at the forefront of Germany’s largest consumer electronics retail group. With a focus on digital transformation, omnichannel retailing, and expanding service offerings, the company is seeking moderate sales growth in its retail core and aims for an online sales share of about 30%.
To achieve this growth, Ceconomy emphasizes “Space-as-a-Service,” offering partners access to shop space and retail infrastructure, which can involve shop-in-shop concepts and branded events. The company is also expanding beyond its own assortment by allowing third-party brands on the MediaMarktSaturn Marketplace and is growing its Retail Media business to drive targeted advertising within its channels.
A Closer Look: The Shared Loyalty Rewards Program
In a move to strengthen the bond between Media Markt and Saturn, both chains introduced a shared bonus program on June 11, 2025. The new program requires only one account for customers to benefit from loyalty rewards at both MediaMarkt and Saturn. This merger is just one of many steps that Ceconomy is taking to redefine the future of electronic retail.
Sources
- Statista: Consumer Electronics Sales in Germany from 2010 to 2024 (in billion euros) / Market Structure
- Ceconomy: Corporate Presentation 2020
- Ceconomy: Annual Report 2020
- Reuters: CeconomycombinesMediaMarkt and Saturn loyalty programs
- Amidst the transformation of Saturn stores to Media Markt in several cities, it appears that the company has recognized the need for a unified approach, merging their loyalty rewards programs to strengthen their collaboration in the retail industry, reflecting their employment policy that focuses on digital transformation and omnichannel retailing.
- As the shift towards e-commerce and technology continues to reshape the business landscape, Ceconomy AG, the parent company of MediaMarkt and Saturn, is exploring various initiatives, such as Space-as-a-Service, expanding service offerings, and Retail Media business, with the aim of achieving moderate sales growth and an online sales share of about 30%, demonstrating their commitment to a future-proof finance strategy.
