Penny market

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Penny-Markt GmbH

logo
legal form GmbH
founding 1973
Seat Cologne , GermanyGermanyGermany 
management Lionel Souque
sales 12.4 billion euros , of which 7.6 billion euros in Germany (2018)
Branch Grocery retail
Website www.penny.de
As of January 1, 2019

Penny branch in Eberswalde

Penny (proper spelling: PENNY ) is an international German food - discounter , which has in Germany and six other European countries branches. Nucleus of the company's 1973 sales division founded the Leibbrand Group , home of Penny Markt GmbH is Cologne . Penny has been part of the Rewe Group since 1989 .

history

Foundation of the discounter

On May 17, 1973, the Leibbrand Group opened the first penny market in the city center of Limburg an der Lahn . The success of this business prompted the owners to open additional stores under the brand. Penny developed into a rapidly growing discount chain. In order to participate in the success of the entire Leibbrand Group , the Rewe Group took part in 1974. In 1989 the Leibbrand group including Penny was then completely absorbed by the Rewe Group. At that time Penny contributed a large part to the sales of the entire group.

After German reunification , Penny expanded into the new federal states. The company early 1990s, more attention was due to a broad-based advertising campaign for various beer - Trademarks .

International expansion

In the course of the 1990s, Penny expanded its business to markets outside Germany: In 1994 the Rewe Group founded a joint venture with the Italian retail group Esselunga to bring Penny to southern Europe. "Penny Markets" also sprang up in England . In 1995 the chain continued its expansion with the acquisition of 40 discount stores from the Dutch Vendex Food Groep in France . In the run-up to the purchase of Billa by the Rewe Group in 1996, Penny was brought to Hungary and several stores were also opened in Spain . Another location was the Czech Republic . Although shops were occasionally closed again, Penny rose to become one of Europe's leading discount grocery stores. 25 years after it was founded, the company had sales of around ten billion marks .

Modernization of the markets

In Germany, Penny started a comprehensive modernization of the stores in mid-1999. Around 200 million marks were invested in a new design of the shops: Among other things, fewer promotional stands were installed in the aisles to make it easier for customers to navigate the store. Heavier items were positioned near the entrance so that lighter items could be placed on top. There were also innovations in the range: in 2000 the discounter started selling travel. To do this, they worked with ITS Reisen , another company in the Rewe Group. The cooperation was part of a group-wide expansion of activities in tourism . In 2004, the range of package tours was expanded again. A year later, Penny was the first discount store to include newspapers and magazines in its range nationwide.

The changes were decisive for the further development of the company. After the turn of the millennium, Penny contributed a large part to the growth of the entire group in the core food business. The Rewe Group therefore pushed the expansion of the discounter, with a focus on Austria and Italy, among others. Penny also gained in importance in Hungary after the Billa branches were sold there.

Takeover of Plus branches

In 2007 Tengelmann was looking for a partner for its discount subsidiary Plus . Among other things, the Rewe Group was discussed as a buyer, which in turn could have strengthened Penny with the takeover. The group rejected reports on relevant negotiations, and ultimately Edeka was awarded the contract for Plus. However, the antitrust authorities had reservations about the transaction, which is why Penny was able to acquire more than 300 German branches from Plus at the end of 2008. This was intended to strengthen competition between the food discounters. In the Czech Republic, the Rewe Group secured all Plus branches and thus rose to become the market leader in the discount segment. The affected Plus branches were merged under the Penny brand, so that the company was able to double the number of its locations in one fell swoop and for the first time generated more than one billion euros. The takeover of Plus by Penny in the Czech Republic was part of a massive expansion of the group in Central Europe.

Crisis and restructuring

In 2009, Penny attracted more attention with an offer for a space flight. Despite high-profile campaigns like this, the discount chain's growth slowed. Although sales remained largely stable, the company slipped into the red. In response to the development, the Rewe Group implemented changes in Penny's management in 2011. In addition, the range was modernized again so that customers no longer lure customers through low prices, but also through quality and service. Penny became the central umbrella brand for the brands of the company. In 2013, it was the first German retailer to add vouchers for Google Play to its range.

Starting in 2011, the company invested several million in the modernization of its branches, occasionally locations were closed or renamed Rewe. A new brand identity was also associated with the modernization. For the first time, the discount chain launched a national TV campaign. The changes had a positive effect on the business, in the first half of 2012 Penny once again grew faster than the competition. The media commented on the changes as crucial for further development. In spite of the efforts, the company continued to suffer from competition, and price reductions in the discount system also resulted in losses in the following years. After continuously increasing sales, Penny returned to the black on the German market in 2016.

Focus on sustainability

In the mid-2010s, the topic of sustainability moved more into the focus of Penny: in 2014, it was announced that it would dispense with chemicals that are harmful to the environment and health in the manufacture of shoes and textiles. Greenpeace explicitly praised this step as “good news for the environment and consumers”. The company also placed more emphasis on environmental protection in advertising. In 2015, Penny launched a private label that includes over 100 vegetarian or vegan, regional and organic products. In addition, the discount chain began selling non-standard fruit and vegetable products, such as crooked cucumbers or two-legged carrots, in 2016. Among other things, the WWF welcomed this measure. In 2017 Penny got rid of the classic one-way plastic bag , and the company has meanwhile also dispensed with the controversial beak cut .

Number of markets

country Markets
GermanyGermany Germany 2,150
Czech RepublicCzech Republic Czech Republic 380
ItalyItaly Italy 375
AustriaAustria Austria 300
RomaniaRomania Romania 235
HungaryHungary Hungary 220

Corporate structure

Penny-Markt GmbH , based in Cologne , is responsible for Penny's business in Germany . At the end of the 2016 financial year, the company had 2,148 stores in Germany. The logistics centers of the eight regional companies in Eching , Großbeeren , Cologne , Lehrte , Norderstedt , Rosbach , Rüsseina and Wiesloch form the backbone of the discount chain. Internationally, Penny is represented in Italy, Austria, Romania, the Czech Republic and Hungary. Together with the XXL stores, there were 1,418 locations there at the end of 2015. The front runner with 364 branches was the branch in the Czech Republic, which, measured in terms of goodwill, was one of the most important subsidiaries of the entire group. The Penny stores in Bulgaria were closed in 2015 and most of the stores were abandoned, with a few stores going to Rewe's subsidiary Billa . In Germany, Penny generated sales of around 7.2 billion euros in 2016 , while the international discount stores contributed around 4.2 billion euros.

Assortment and digital

Depending on the size of a store, Penny's range includes over 2000 products from the fields of fruit and vegetables, bread and baked goods, sausage, milk and dairy products and non-food items. Penny only includes organic foods in its range that comply with the European organic regulation . In addition to groceries, the discounter offers services, two of which are particularly noteworthy: "Penny Reisen" arranges package tours, round trips, city and themed trips as well as cruises and hotels. Under the brand “Penny Mobil”, the company operates as a virtual mobile communications provider in the Deutsche Telekom network .

In recent years, the digitization of Penny's business has played an increasingly important role. One example of this is the so-called “savings card”, which offers customers personalized offers. Penny also supported the Shopkick bonus point app at an early stage. While this is no longer available in Germany, Penny integrated a comparable coupon function into its own apps . In addition to withdrawing cash at the checkout, Penny customers can also use cash to pay for purchases made on the discounter's website. Penny also operates a live moderated customer radio that has a comparatively high range.

Logo development

  • Logo approx. 1975-2000

  • Logo approx. 2000–2012

criticism

In 2001 Der Tagesspiegel criticized the discount chain's safety precautions. The newspaper quoted from internal police statistics that showed a focus on robberies at German penny markets because, among other things, modern safes were missing there. Instead, the discounter is increasingly relying on the use of security services. The Rewe Group took the robberies and the report as an opportunity to review and adjust the security precautions at Penny.

In 2005, the Federation for the Environment and Nature Conservation Germany published an eco-ranking of the largest discounters. The authors saw Penny in it as a "clear loser" because the company continues to eggs from hens in cages for sale, while other grocers have already converted their offer. Penny now only offers eggs from barn , free-range or organic chicken rearing.

In 2008 stern.de reported that Penny was also using video surveillance and detectives to monitor his employees . Upon request, Rewe announced that the monitoring of employees was used to solve theft. Interferences in the private sphere are to be "cleared up without reservation".

In 2010, NDR Info criticized the agreement on the transfer and storage of data that Rewe and Penny customers had to sign when paying by direct debit . The data protection officer of the state of Schleswig-Holstein, Thilo Weichert , criticized the decision not to hand over a copy of the declaration. This is "clearly unlawful". Rewe and Penny, on the other hand, justified the procedure with the saving of paper to protect the environment.

In 2013 the ZDF magazine Frontal21 reported on the secret video surveillance of employees at Rewe and Penny. Numerous media picked up the topic because it was a massive intrusion into the privacy of employees. The company rejected the general suspicion that comprehensive or unfounded surveillance had not taken place. However, it was admitted that an employee of the Penny audit department had arbitrarily ordered covert surveillance in 2009 and 2010 without the consent of the works council. Penny separated from this employee and the detective agency charged with monitoring .

Web links

Commons : Penny Markets  - Collection of Images

Individual evidence

  1. ↑ a b c Anette in Concas: "Penny" was born in the cathedral city . In: Frankfurter Neue Presse . May 18, 1998, p. 2 .
  2. ↑ a b company register. Bundesanzeiger Verlag, accessed on May 1, 2017 (Cologne District Court, HRB 27043).
  3. ↑ Sales over 60 billion euros for the first time. Rewe Group, April 3, 2019, accessed on April 23, 2019 .
  4. ↑ Distribution lines: Penny. Rewe Group, accessed June 30, 2017 .
  5. ↑ Distribution lines: Penny Market. (No longer available online.) Rewe Group, archived from the original on June 23, 2017 ; accessed on June 30, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.rewe-group.com
  6. ↑ a b Rewe headquarters: Leibbrand completely taken over . In: Handelsblatt . December 22, 1989.
  7. ↑ Great offers to start with . In: Nassauische Neue Presse . June 5, 2003, p. 16 .
  8. ↑ Erich Greipl, Dieter Würl: Investigation of the concentration development in the food distribution in Germany . Ed .: Office for Publications of the European Communities. 1978.
  9. ↑ Gunhild Freeie: Latscha's quick end . In: The time . December 17, 1976 ( zeit.de [accessed on May 1, 2017]).
  10. ^ Rewe-Leibbrand: Optimistic Forecasts for 1989 . In: Handelsblatt . July 6, 1989, p. 19 .
  11. ↑ A new Penny store opens tomorrow . In: Der Tagesspiegel . April 6, 1994.
  12. ↑ Friedhelm Schwarz: "Advertising took full effect" . In: horizon . March 6, 1992, p. 9 .
  13. ↑ Grocery retail concentration in Europe too . In: Marketing . December 11, 1995, p. 26 .
  14. ↑ Rewe trading group: The step south is done . Joint venture established in Italy. In: Handelsblatt . July 1, 1994, p. 17 .
  15. ↑ Rewe trading group: A merciless price war in the discount sector . Cautious expansion abroad. In: Handelsblatt . October 26, 1994, p. 23 .
  16. ↑ Penny markets in France in future . In: Neue Zuercher Zeitung . November 22, 1995, p. 28 .
  17. ↑ Penny markets in France in future . In: Börsen-Zeitung . November 28, 1995, p. 20 .
  18. ↑ Rewe Group buys Austria's largest retail chain . Cologne is named as the purchase price of two billion marks. In: Bonner General-Anzeiger . July 18, 1996, p. 16 .
  19. ^ Claudia Haase, Günter Fritz: Rewe: From the Rhine to the Danube . The Billa Group fits in well with the image of the expanding German retail giant. In: WirtschaftsBlatt . July 18, 1996, p. 6 .
  20. ↑ A quarter of a century penny . In: Immobilien Zeitung . June 18, 1998, p. 7 .
  21. ↑ Competition too strong: Penny market gives up . In: Passauer Neue Presse . April 26, 1997.
  22. ↑ Jump in sales in the anniversary year . In: Passauer Neue Presse . May 19, 1998.
  23. ↑ Penny is aiming for ten billion . In: Passauer Neue Presse . May 19, 1998.
  24. ↑ a b Penny markets with a new concept . In: Hamburger Abendblatt . November 19, 1999, p. 19 .
  25. ↑ Rewe: Reischl Empire . Germany's largest grocer is like a construction site. The Reischl system is reaching its limits. In: WirtschaftsWoche . September 21, 2000, p. 76 .
  26. ^ Penny: Market redesigned . In: Rhein-Zeitung . July 13, 2002.
  27. ↑ Penny Market opens again . In: Südkurier . February 19, 2000.
  28. ↑ Juliane Paperlein: Penny sells ITS-Reisen . October 12, 2000, p. 10 .
  29. ^ Penny and Palma . In: Manager Magazin . February 1, 2000, p. 35 .
  30. ↑ Discounter Penny now also offers vacation trips . In: The world . January 10, 2004, p. 14 .
  31. ↑ Penny Newspapers . In: Hamburger Abendblatt . October 28, 2005, p. 1 .
  32. ↑ Christoph Schlautmann: Penny helps Rewe through the “Teuro” lull . In: Handelsblatt . March 6, 2003, p. 12 .
  33. ↑ Rewe remains number 3 in Europe and plans Penny expansion . In: Frankfurter Neue Presse . March 6, 2003, p. 7 .
  34. ↑ Rewe: Retail group relies on penny markets . In: The world . April 14, 2003, p. 15 .
  35. ↑ Evelyn Holley-Spiess: Rewe heats up the fight for discount . In: WirtschaftsBlatt . September 18, 2003, p. 2 .
  36. ↑ Christoph Schlautmann: Rewe wants to grow in Italy with Penny and Bipa . In: Handelsblatt . May 26, 2006.
  37. ↑ In Hungary, Rewe relies on Penny . In: Kölnische Rundschau . September 12, 2002.
  38. ↑ Tengelmann Group: Looking for partners for Plus. In: Handelsblatt. September 13, 2007, accessed May 1, 2017 .
  39. ^ Ingo Reich: Discount competition is getting tougher . In: Handelsblatt . November 19, 2007, p. 16 .
  40. ↑ Katja Wilke: Rewe vies in vain for Plus branches . In: Financial Times Germany . May 28, 2008.
  41. ↑ Edeka takes over Plus stores from Tengelmann . In: The world . November 17, 2007, p. 1 .
  42. ↑ Edeka and Tengelmann forge discount giants. In: Spiegel Online. November 16, 2007, accessed May 1, 2017 .
  43. ↑ Hagen Seidel: Cartel Office wants to ban plus sales to Edeka . In: The world . April 8, 2008, p. 13 .
  44. ↑ Discounter: Penny is allowed to swallow Plus branches. In: Handelsblatt. November 21, 2008, accessed May 1, 2017 .
  45. ↑ Hagen Seidel: Rewe buys 300 Plus branches from Tengelmann . In: The world . September 25, 2008, p. 14 .
  46. ↑ Rewe becomes the discount market leader in the Czech Republic . In: Handelsblatt . September 15, 2008, p. 16 .
  47. ^ Rewe: Number one in the Czech Republic. In: Manager Magazin. March 3, 2008, accessed May 1, 2017 .
  48. ↑ Takeover of Czech Plus branches: Rewe becomes the leading discounter in the Czech Republic with Penny. In: Handelsblatt. September 11, 2008, accessed May 1, 2017 .
  49. ↑ Evelyn Binder: Rewe is investing billions in expansion . In: Kölner Stadt-Anzeiger . October 18, 2008.
  50. ↑ Penny Market offers space flight . In: Handelsblatt . October 21, 2009, p. 13 .
  51. ↑ Penny is losing ground . In: Immobilien Zeitung . October 21, 2010, p. 7 .
  52. ↑ Retail giant: Penny is Rewe's problem child. In: Handelsblatt. May 21, 2011, accessed May 1, 2017 .
  53. ↑ Georg Winters: Penny restructuring case burdens Rewe . In: Rheinische Post . May 25, 2011.
  54. ↑ Henning Hinze, Martin Scheele: leadership chaos at Penny . In: Financial Times Germany . January 14, 2011, p. 2 .
  55. ^ Ralf Arenz: A new team . Penny is Rewe's problem child. In: Bonner General-Anzeiger . May 25, 2011, p. 7 .
  56. ↑ Stephan Radomsky: Rewe has to feed discounter Penny for years . Losing Aldi rival says goodbye to the price war. In: Financial Times Germany . May 25, 2011, p. 7 .
  57. ↑ Michael Reidel: More attention . New structure of own brands. In: horizon . July 21, 2011, p. 4 .
  58. ↑ Rewe and Penny become Google players . In: Rheinische Post . July 16, 2013.
  59. ↑ Rewe polishes up Penny . In: Bonner General-Anzeiger . December 17, 2011, p. 7 .
  60. ↑ Rewe discount subsidiary: 100 Penny branches are in danger. In: Handelsblatt. December 16, 2011, accessed May 1, 2017 .
  61. ↑ Many Penny stores will soon be called "Rewe" . In: Rheinische Post . May 30, 2011.
  62. ↑ Rewe invests millions in Penny's branding. In: Advertise & Sell. December 16, 2011, accessed July 10, 2017 .
  63. ↑ Marco Saal: Spot premiere: Penny enters TV advertising and presents a new claim. In: horizon. June 27, 2011, accessed July 10, 2017 .
  64. ↑ Santiago Campillo-Lundbeck: Penny discount chain is facing repositioning . In: horizon . March 8, 2012, p. 4 .
  65. ^ Georg Winters: Penny discounter is being restructured . In: Rheinische Post . May 23, 2012.
  66. ↑ Penny depends on Lidl and Aldi . In: The world . August 6, 2012, p. 12 .
  67. ↑ Peer Schader: New logo, new store design: Penny is cleaning up the shop. In: supermarket blog. Frankfurter Allgemeine Zeitung, January 25, 2012, accessed on June 21, 2017 .
  68. ↑ Ailing Rewe daughter: "cosmetic surgery" is supposed to save Penny. In: Focus Online. March 10, 2012, accessed June 21, 2017 .
  69. ↑ Rewe worries about discounters . Penny is coming under increasing pressure from Aldi, Lidl and Netto. In: Die Welt aktuell . March 5, 2014, p. 4 .
  70. ↑ Penny continues to be in the red . In: Handelsblatt . March 6, 2014, p. 17 .
  71. ↑ Penny's turnover in Europe from 2009 to 2015 (in billion euros). In: Statista. Retrieved May 1, 2017 .
  72. ↑ Penny is back in the black. In: Handelsblatt. April 5, 2016. Retrieved June 21, 2017 .
  73. ↑ Rewe and Penny want to do without toxic chemicals . In: Hamburger Abendblatt . December 19, 2014, p. 22 .
  74. ↑ Santiago Campillo-Lundbeck: Penny advertises more green . In: horizon . April 21, 2016, p. 9 .
  75. ↑ Penny likes it organic, vegetarian and regional . In: horizon . February 5, 2015, p. 7 .
  76. ↑ A heart for crooked carrots. In: Handelsblatt. April 18, 2016. Retrieved June 20, 2017 .
  77. ↑ Penny now also brings crooked vegetables to the shelf. In: Berliner Morgenpost. April 18, 2016. Retrieved June 21, 2017 .
  78. ↑ Small flaws - big consequences. (PDF) WWF Germany, accessed on June 21, 2017 .
  79. ↑ Even Penny now without plastic bags . In: Rheinische Post . April 7, 2017, p. 31 .
  80. ↑ Holger Schindler: Away from the disposable bag: Rewe Group is also doing away with the classic plastic bag in its Penny stores . Others were much earlier. In: Badische Zeitung . April 13, 2017, p. 22 .
  81. ↑ The end of the plastic bag . In: Münchner Merkur . April 19, 2017, p. 6 .
  82. ↑ Penny sells eggs from undamaged hens. In: Lebensmittel Zeitung. January 28, 2016. Retrieved June 21, 2017 .
  83. ↑ No more beak shortening at Rewe and Penny. In: Der Tagesspiegel. June 9, 2017. Retrieved June 21, 2017 .
  84. ^ Penny Germany
  85. ^ Penny International
  86. ↑ a b c Combined management report for the 2016 financial year (PDF) Rewe Group, accessed on June 30, 2017 .
  87. ↑ Rewe is constantly building warehouses. In: Lebensmittel Zeitung. December 10, 2009, accessed May 1, 2017 .
  88. ↑ Number of Penny discount stores belonging to the Rewe Group in Europe from 2014 to 2016, by country. EHI Retail Institute, accessed June 30, 2017 .
  89. ↑ Summarized financial statements for the 2016 financial year (PDF) Rewe Group, accessed on June 30, 2017 .
  90. ↑ REWE wants to remove PENNY from Bulgaria. Retrieved January 11, 2020 .
  91. ↑ Evelyn Binder: Farewell with record results . In: Kölner Stadt-Anzeiger . 29th March 2017.
  92. ↑ A chance for crooked carrots . In: Nürnberger Zeitung . April 19, 2016, p. 19 .
  93. ↑ Penny bread: oven-warm and freshly baked every hour . In: Saarbrücker Zeitung . August 18, 2003.
  94. ^ "Penny" opens in Löhne . The range includes around 1,400 items. In: New Westphalian . February 4, 2009.
  95. ↑ Heike Loesener: High standards at Penny: "Freshness and price" . In: Badische Zeitung . December 6, 2009, p. 19 .
  96. ↑ a b FAQ. Penny, accessed May 1, 2017 .
  97. ↑ Dino Silvestre: Holidays must be affordable . In: medianet . October 23, 2009, p. 65 .
  98. ^ Penny Mobil. In: teltarif. Retrieved May 15, 2017 .
  99. ↑ Which mobile phone discounter uses which network? In: Rhein-Zeitung . 22 August 2015, p. 7 .
  100. ↑ Olaf Kolbrück: How retailers accustom their customers to dynamic and individual prices. In: etailment. Der Handel, December 14, 2016, accessed on May 1, 2017 .
  101. ↑ Marco Saal: This is how Penny advertises the bonus points app. In: horizon. November 10, 2014, accessed May 1, 2017 .
  102. ↑ Christoph Kapalschinski: Shopping app: Shopkick is retreating. In: Handelsblatt. December 15, 2016, accessed May 1, 2017 .
  103. ↑ Jörg Rode: Advertising strategy: Penny upgrades app with mobile couponing. In: Lebensmittel Zeitung. April 8, 2016, accessed May 1, 2017 .
  104. ↑ Carla Neuhaus: Checkout, please! Supermarket instead of bank: You can withdraw money, deposit money or pay bills at the till. In: Der Tagesspiegel . March 23, 2017, p. 17 .
  105. ↑ Karsten Seibel: Pay for Internet goods in the store . In: Welt am Sonntag . September 13, 2015, p. 42 .
  106. ↑ Jörg Konrad: Penny goes live with customer radio. In: Lebensmittel Zeitung. April 2, 2015, accessed May 1, 2017 .
  107. ↑ Jürgen Vielmeier: Einslive, meet your greatest adversary for the next 20 years - Pennylive. April 13, 2015, accessed May 1, 2017 .
  108. ↑ With pistol to Penny . Supermarket chains are often robbed - modern safes are missing. In: Der Tagesspiegel . December 27, 2001, p. 13 .
  109. ↑ Penny continues to sell cage eggs. In: Handelsblatt. March 23, 2005, accessed May 1, 2017 .
  110. ↑ A clear sign: Penny supermarket chain is taking an important step with a new product. In: Focus Online. February 1, 2017, accessed July 3, 2017 .
  111. ↑ Markus Grill: Surveillance: Systematic spying in retail. In: stern.de . April 15, 2008, accessed February 16, 2015 .
  112. ↑ Data protectionists sharply criticize Rewe and Penny . In: The world . May 25, 2010, p. 13 .
  113. ↑ Rewe group spied on employees. Camera systems installed in branches for weeks. (No longer available online.) ZDF, April 30, 2013, archived from the original on February 23, 2014 ; accessed on May 1, 2017 .
  114. ↑ Christian Teevs: Secret camera surveillance at Rewe: "Morally and legally scandalous". In: Spiegel Online. April 30, 2013, accessed May 1, 2017 .
  115. ↑ Discounter: Penny employees spied on with cameras. In: Spiegel Online. April 29, 2013, accessed May 1, 2017 .
  116. ↑ Rewe Group: Penny employees monitored with cameras. In: The world. April 29, 2013, accessed May 1, 2017 .
  117. ↑ Monitoring at Penny too - Rewe admits errors . In: Badische Zeitung . April 30, 2013, p. 23 .