After 26 years, the Saturn brand will disappear from the Austrian market. Starting in October 2020, all markets should be re-christened in MediaMarkt.

The transformation is to increase competitiveness and help the market share in online trading to expand, the company said in Austria. The chain Mediamarkt is currently 37 stores the market leader in Austria. The 15 Austrian Saturn stores should be remodeled by the end of September and then from 1. October Mediamarkt operate.

Mediamarkt and Saturn merge in Austria – threatens-Saturn in Germany?

“is That a land-related decision-making that addresses the specific circumstances in Austria, with only 15 Saturn stores and the much higher awareness of the brand’s media account,” said a spokesman on request.

In Germany is to continue to have both brands. “Regardless of this regional decision-making, media Markt Saturn holding in Germany to its successful two-brand strategy,” – said in a Statement on.

MediaMarkt and Saturn in Germany at a “well-known and leading brands in the market for Consumer Electronics”. You would enjoy consumers “a high level of confidence”. “In Germany, we also continue to invest in our Saturn brand,” stresses the company.

For years speculation: Is Two-brand concept before?

For years, there’s been speculation about a possible end to the Saturn brand also in Germany. Two years ago, leaked documents to the press, according to which the parent expressed concerns to the Two-brand concept.

industry experts believe that Saturn and MediaMarkt are increasingly in the way. At the same time, competition on the Internet is increasing. The concept introduced by the mother company to different customers groups. While Saturn as a Premium-was the electronics providers and the focus on Service offerings, it was MediaMarkt has always been price focused.

With the introduction of the “greed is good”advertising campaign for the Saturn in the beginning of the 2000s, the subtle differences of the two brands were removed fundamentally. Who is moving today in a media Markt or Saturn store, faces the same prices, services and also a similar arrangement of the electric products.

abroad, the parent company already Saturn and MediaMarkt under the umbrella brand MediaMarkt merge. Were affected in the past, the countries of Belgium, Poland, Hungary, Switzerland and Turkey.

across Europe, there are from the autumn of only 157 Saturn stores. Of these, 155 markets in Germany and two in Luxembourg.

This article first appeared in Chip.de

also read:

  • “Who is the Cheapest?” Lidl is driving Aldi’s evil to the cart

The Federal government has to 1. July, the VAT lowered. Their hope is to trade is the saving and entices the consumers with reasonable prices. Now trade rages on among the major food discounters a merciless discount battle. Lidl to attack directly the major competitor of Aldi.

  • in Spite of pandemic: Rent in major cities continue to draw massive

The Corona-crisis is crippling for months, the German economy. However, on the rental market, the pandemic has no effect so far. Rents continue to climb, a recent study shows. While Munich remains Germany’s most expensive city. But even more, the Rent rose in a other million city.

  • Multiple providers the study shows dire situation for life insurance

The Zero-interest rate policy of the ECB, life insurance, massively impacted. The provider no longer generate enough profit. A recent study revealed now: Every fourth company had financial problems, five insurers are doubly vulnerable. Which type of investor are affected. The dispute with Turkey is coming to a head – Röttgen warns of “severe strategic error” FOCUS Online/Wochit dispute with Turkey is coming to a head – Röttgen warns of “severe strategic error” of a New Tunnel on the Baltic sea could make vacation plans of many German broken FOCUS Online New Tunnel on the Baltic sea could make vacation plans of many German broken

rob