Media Markt Expands as Saturn Stores Close Across Germany

In a notable shift within the electronics retail sector, Media Markt is increasingly taking over locations previously occupied by Saturn, leading to significant changes in several German cities. This transition has raised questions about the future of the Saturn brand amidst its shrinking presence.

Recent developments indicate that customers are discovering Media Markt signage replacing Saturn stores in various locations, particularly in North Rhine-Westphalia, including cities such as Neuss, Hilden, Cologne, and Aachen. The transformation has seen numerous Saturn outlets convert to Media Markt operations, which has grown its footprint to over 300 stores across Germany.

Ceconomy AG, the parent company for both retail chains, has reported a significant reduction in Saturn's market presence. Just a few years ago, there were approximately 150 Saturn locations in Germany, but by late 2024, this number had dwindled to 87. Since the start of the current year, Media Markt has expanded into an additional 14 former Saturn sites, with more conversions anticipated.

The rationale behind this strategic move is attributed to a diminishing distinction in consumer perception between the two brands. Consequently, Ceconomy is focusing on enhancing and modernizing its retail offerings. A spokesperson confirmed that the company is committed to further integrating the two brands while assuring that Saturn will remain a vital component of the overall business strategy.

Despite the ongoing transformations, customers can expect minimal changes in terms of product offerings, as the inventories of both retailers are largely similar. Promotions and advertisements are also closely aligned, reinforcing the brands' interconnectedness. In an effort to streamline customer experiences, Ceconomy plans to consolidate their loyalty programs, allowing shoppers to earn and redeem points across both chains.

In the international context, Saturn's existence has nearly been phased out, with many of its stores in countries such as Austria, Belgium, the Netherlands, Luxembourg, and Poland having been closed or rebranded as Media Markt in recent years. As of March 2025, Ceconomy reported having more than 1,000 retail locations across 11 countries.

The Saturn brand, established in 1961 in Cologne, was acquired by Media Markt in 1990. The latter was founded in 1979 in Munich. Both brands eventually came under the control of Metro AG, which spun off Ceconomy as a separate entity in 2017. Despite the ongoing challenges in the market, including a significant drop in stock value from its peak in the 1990s, Ceconomy continues to navigate the evolving retail landscape.