After 40 Years of Tradition: Edeka Says Goodbye to Discount Brands

After 40 Years of Tradition: Edeka Says Goodbye to Discount Brands

– Due to the proliferation of net discounters, Edeka no longer sees a future in its own discounter chain and is now slowly converting it into Edeka stores. 330 branches and 6000 employees are affected.

The discount chain NP, a brand of the regional company Edeka-Minden-Hannover, was particularly well-known in northern Germany. There are 330 stores employing about 6,000 people. Edeka now wants to convert all branches to Edeka Bazaars or Nah & Gut branches by 2026.

With this the supermarket chain has started, and many NP stores have already been converted. This also influenced the NP store in Plattenberg, which was the first NP store to open in Osnabrück in 1973. He is now a nah and faction branch.

In order to test beforehand whether this strategy will bear fruit, some NP stores have been changed in Edeka. The shops were furnished and set up more beautifully and the range expanded.

And this test has shown success. Double-digit sales growth was achieved – and NP’s end was sealed. “In the long term, NP will disappear with it,” says Bernhard Berger, sales manager for retail in the region. food newspaper,

He also expects the transition to be complete with greater customer acceptance and significant revenue growth. However, the discounter should not disappear completely from Edecas: “We will always have discount elements, for example our entry-level value brands Gut & Billing. But with this move we are saying goodbye to an independent discount-oriented sales format.” are,” Burger says.

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