Saturn has shrunk from around 150 stores to just 27 locations in Germany. However, parent company Ceconomy does not plan to abandon the brand entirely but rather reposition it. Starting in 2027, Saturn showrooms are planned in MediaMarkt stores and at selected locations, the company announced.
Saturn is to be positioned as a sub-brand for technology enthusiasts in the future. The focus will be on trends and high-quality products with exclusive access, a spokesperson said. The goal is to reach new customer groups. How many showrooms will be created remains open. A test abroad is also conceivable, the spokesperson added.
In the past, numerous Saturn stores have been closed and reopened as MediaMarkt. This led to a ten percent increase in sales at the affected stores, Ceconomy said. MediaMarktSaturn’s store network in Germany currently comprises around 400 locations and is expected to remain stable. The group operates in eleven countries with more than 1,000 stores and is considered Europe’s largest electronics retailer.
Source: www.tagesspiegel.de
