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Media Markt takes over Saturn: branch fate in Neuss and Cologne!
Ceconomy converts many Saturn branches into Media Markt. Current developments in retail and effects on cities.
Media Markt takes over Saturn: branch fate in Neuss and Cologne!
The restructuring in retail is progressing: Media Markt is increasingly taking over Saturn branches in Germany. This decision made by the parent company Ceconomy is part of a comprehensive strategy in view of the changing market conditions. Locations in Neuss, Hilden, Cologne and Aachen are particularly affected. A few years ago there were still about 150 Saturn markets in Germany, but in autumn 2024 there are only 87 markets left, as Ceconomy reports. Since the beginning of 2025, Media Markt has converted 14 other Saturn locations and increased the total number of media market branches to over 300.
Ceconomy explains that these conversions are necessary because customers cannot clearly distinguish the two brands. Marketing and product range of the two chains are similar that clear positioning is difficult. Nevertheless, Saturn remains part of the corporate strategy: the brand should not disappear, instead a merging of the bonus programs is planned, which means that customers can collect and redeem their points across brands.
Continental change
A similar trend is shown in Europe: Many Saturn branches in countries such as Austria, Belgium, the Netherlands, Luxembourg and Poland were either closed or converted into Media Markt. At the end of March, Ceconomy had more than 1,000 shops in 11 countries, with MediaMarkt being the only active brand of Ceconomy in other European countries. This strategy follows the takeover of Saturn by Media Markt in 1990 and its later integration at Metro AG. Ceconomy was created in 2017 as a spin -off of Metro and has concentrated on the consolidation of markets since then.
The first Saturn branches were opened in Cologne in 1961, followed by the first media markets to open their doors in Munich in 1979. The increase in online purchases, reinforced by pandemic, has given retail with new challenges.
Challenges for retail
Retail is under pressure from digitization, rising energy prices and competition through international online platforms. Chinese providers such as Temu and Shein in particular have expanded their influence in recent years. In 2024, more than four billion packages from China were sent directly to European consumers. These international sellers often benefit from laxies regulations and unfair tax practices, which strongly affects local competition.
Political measures are required to strengthen retail. The Digital Services Act (DSA) and increased market surveillance play a crucial role here. In addition, the abolition of the 150-euro customs-free limit is considered necessary in order not to disadvantage local dealers. Digitization is considered the key to the future of retail, whereby artificial intelligence (AI) can help optimize processes and improve customer service.
Smaller dealers often do not have the resources to compete with the large online platforms. Therefore, targeted support from funding programs and reduction in bureaucracy is important for these companies. The aim must be to improve the quality of life in city centers and to protect the retail trade, which secures millions of jobs from the market power of large online platforms.
Overall, it turns out that the change in retail is an answer to the clarifying market conditions and the changed consumer behavior of customers. The challenges are significant, but with the right strategy, new opportunities for growth and innovation can also be created.