Real (hypermarket)

Real (stylized real and real,- until 2017) was a chain of hypermarkets in Germany, until 2020 owned by Metro AG. It was formed in 1992, from the merger of chains divi, Basar, Continent, Esbella and real-kauf. Until 2014 it was also active internationally, in Poland, Romania, Russia, Ukraine and Turkey; most of these operations were bought by French retail company Auchan Group. In 2018, Metro decided to divest the Real chain and in 2021, the Real brand ceased trading for hypermarkets as all markets were taken over by either Edeka, Kaufland or Globus and got rebranded with the brand of the respective new owner. Real’s former website (real.de) was replaced by kaufland.de and real-markt.de in 2021.

Real
TypePrivate
IndustryRetail
Founded1992
Defunct2021
HeadquartersDüsseldorf, Germany
Area served
Germany
Revenue€7.4 billion (2017-18)
Number of employees
36,000 (2019)
ParentInvestor consortium of:
* X+Bricks AG
* Sistema Capital Partners
Websitereal.de

History

In 2006, Metro acquired Walmart's 85 stores in Germany[1] and 26 Géant hypermarkets in Poland from the French retail group Groupe Casino.[2]

In November 2012, Metro sold its 91 Real hypermarkets in Poland, Romania, Russia and Ukraine to Auchan for €1.1 billion.[3] In 2014, it sold its 12 Real hypermarkets in Turkey.[4]

In September 2018, Metro AG announced the split from Real and sale of all hypermarkets, and in February 2020, Real was sold to the German-Russian consortium of X+Bricks AG and SCP Group, part of Sistema group.[5]

In April 2021, after the new owner SCP had decided to liquidate Real and sell all outlets, the Real brand ceased being used as a brand for hypermarkets. 270 outlets were sold to either Kaufland, Edeka or Globus and got rebranded with the brand of the respective new owner, while 30 markets were closed.[6]

Products

As well as food, Real also offeres a wide assortment of household goods, electrical appliances, books, media, textiles and footwear (sports and regular footwear were concessions owned by Hamm Market Solutions GmbH & Co KG, based in Osnabruck, Germany), sports goods, and stationery. In addition to branded products, several store brands were offered including discount label TiP (Toll im Preis - Great Price), mid-price real Quality, premium brand realSelection, real Bio organic products and Watson consumer electronics.

See also

References
  1. World's Biggest Retailer Wal-Mart Closes Up Shop in Germany
  2. EU Oks Metro to Buy Polish Retailer Geant Polska
  3. "Metro sells some hypermarket operations to Auchan". Reuters. November 2012.
  4. Hurriyet Daily News (2014). "Metro sells Real stores in Turkey".
  5. "Real geht an deutsch-russisches Konsortium: In einer Filiale erleben wir eine Überraschung". chip.de. 18 February 2020.
  6. "Real-Märkte werden umbenannt: Kunden müssen sich in Kürze auf Änderungen einstellen". www.merkur.de (in German). 2021-03-02. Retrieved 2021-06-06.
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