Shock at the Checkout: Media Markt is Moving In on Saturn Stores
Saturn is increasingly being recognized as a viable market for media industries
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In Germany, beloved electronics stores Saturn are being replaced by their sister brand Media Markt — and customers are in for a surprise when they go shopping! Various cities in North Rhine-Westphalia have seen this change, with rebranded stores popping up in Neuss, Hilden, Cologne, and Aachen.
This trend is not new: due to shifting consumer preferences and strategic changes, Media Markt is gradually taking over Saturn stores. In recent years, the number of Saturn stores dropped significantly from around 150, leaving only 87 as of autumn 2024, according to Ceconomy, the parent company of the two chains. Since the beginning of this year, Media Markt has moved into 14 more Saturn locations and is planning to expand further.
The shift in focus is explained by MediaMarktSaturn as customers increasingly view both brands as one. To cater to this blurred market line, the company plans to invest in modernizing their stores. "We have reopened some Saturn stores as Media Markts and will continue to do so," a company spokesperson said. However, the exact number of converted or upcoming Saturn stores remains unclear.
The Future of Saturn
But don't worry, Saturn isn't going anywhere entirely. The brand is still a significant part of the company's strategy, even though the specifics aren't currently available. For affected customers, the consequences of these changes are relatively manageable: most products and offers are available at both stores, and the loyalty programs will be merged next week. All previously collected points will be automatically accumulated, allowing customers to shop at either chain and redeem points regardless of the brand.
In Europe, Media Markt is the primary retailer left, with countries like Austria, Belgium, the Netherlands, Luxembourg, and Poland having seen Saturn stores close or convert to Media Markt locations in recent years. By the end of March 2025, Ceconomy, which owns the MediaMarktSaturn Retail Group, was operating over 1,000 stores in 11 countries.
History of MediaMarktSaturn
Interestingly, MediaMarktSaturn, a major consumer electronics retailer in Europe, has been undergoing strategic changes to optimize its operations and brand presence. The company operates a wide range of consumer electronics stores across various European countries. The first Saturn store was opened in 1961, while the first Media Markt store came in 1979. In 1990, the company took over its competitor Saturn, and a few years later, Metro AG owned the majority of both brands. The trading company Ceconomy, currently the parent company of MediaMarktSaturn Retail Group, was founded in 2017 as a spin-off from Metro.
- Media-Saturn
- Saturn
- Electronics Industry
The upcoming changes in the electronics industry may lead to the implementation of new community and employment policies within Media Markt and Saturn stores, as the company continues to merge the two brands. The financial health of MediaMarktSaturn, a leading retailer in Europe, will be impacted by these strategic changes, and any advancements in business technology could potentially streamline their operations.
