Company: Kaufland Stiftung & Co. KG
Brand value: US$1,323 million
Change since 2018: 6%
Headquarter city: Neckarsulm
Year formed: 1984 Kaufland but it started in 1930 (see explanation below)
Kaufland presents a unique offering in German retailing – a chain of discount hypermarkets – and one that is expanding across Europe. There are more than 1,250 Kaufland stores in Germany, the Czech Republic, Slovakia, Poland, Romania, Bulgaria and Croatia. As part of family-owned retail group Schwarz, Kaufland’s direction is aligned with the group’s overall expansion and organizational strategy. Much like Lidl, the discount supermarket chain with which it has long been associated, Kaufland has been investing in improvements to stores and services to enhance the customer experience, as well as extending the product portfolio to draw in a wider range of consumers. In 2018, however, Kaufland delisted more than 600 Unilever products, including brands such as Knorr, Langnese and Lipton, saying that it found significant price increases by Unilever unacceptable. Kaufland employs more than 148,000 people, and revenue in 2017 rose 2.4%.