Company: Kaufland Stiftung & Co. KG
Brand value: US$1,249 million
Headquarter city: Neckarsulm
Year formed: 1984
Kaufland is a network of hypermarkets with a very strong focus on discount pricing, a unique combination in the German retail market. The brand’s origins lie in its association with the discount supermarket chain Lidl, which dates back to 1930; both Kaufland and Lidl are part of the Schwarz Group. The Kaufland brand emerged in 1984 with its first store opening in Nekarsulm. Expansion was gradual until the fall of the Berlin Wall, after which rapid growth took place across Germany and Europe. Kaufland now operates over 1,000 stores in Germany, the Czech Republic, Slovakia, Poland, Romania, Bulgaria and Croatia. It has announced plans to open stores in Australia and Moldova. While discount prices are at the heart of the brand’s promise, Kaufland has, like Lidl, been investing in changes to its stores and services to improve the customer experience. It is now active online, and has been revamping and enhancing stores, and reviewing its product range to broaden the brand’s appeal to a wider range of customers. Kaufland Stiftung is owned by the Schwarz Group, a family-owned German retail company.