Schwarz Group will officially acquire Real.de on April 14

According to German Food Network, in two days , the online store of the department store chain Real.de will become history . From April 14, Real.de will be merged into Kaufland.de and officially become a member of the Schwarz Group .

Real.de is one of the largest online markets in Germany . In 2020 , Real.de 's sales reached 1 billion euros , an increase of more than 88% . Despite this, German experts have issued a warning that the supermarket business model like Real.de will be eliminated .

German Food Network also reported: In 2021, the boss of Real.de hopes to sell more than 150 markets to other distributors. According to this, by 2022, the department store chain will be completely closed.

In October 2020 , the Schwarz Group took over its online marketplace from the Real Group and plans to continue operating it under the name Kaufland.de and enhance Kaufland.de 's reach .

The Schwarz Group is one of the largest retail groups in Europe, mainly consisting of two supermarket chains, Lidl and Kaufland. The purpose of this integration is to promote cooperation between stores and online stores and strengthen omni-channel sales capabilities. In the next step, the Schwarz Group plans to provide more additional services to customers and dealers .

Rolf Schumann, member of the Schwarz Group's board of directors, emphasized: The online marketplace will complement our physical business and further expand our sales channels.

The Schwarz Group operates more than 12,000 stores worldwide , with sales of more than 100 billion euros from its Lidl and Kaufland branches, but has been quite cautious in e-commerce so far. During the pandemic, the online food retail market has prospered, and the acquisition of Real.de can make up for the Schwarz Group's shortcomings in the e-commerce market.

In a letter to Food Network, purchasing director Andreas Schopper wrote: This acquisition can be a win-win situation, providing more sales opportunities for suppliers and manufacturers on the Real.de platform, as Kaufland.de now has almost twice the sales potential of Real.de.

Currently, the Schwarz Group is also increasing its investment in Real.de and promoting it vigorously. Domestic media have also called on businesses to seize the opportunity. Now is a good time to join Real.de and take advantage of the platform's own publicity to attract a large amount of traffic.

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