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

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Date Of Update: 13 July 2020, 13:27