Metro Group (Germany)

Metro is Germany's largest retail group, formed in 1996 out of the merger of three separate companies - Metro Cash & Carry, Kaufhof Holding and Asko Deutsche Kaufhaus. It is the country's biggest grocer and electronics retailer, and operates around 2,440 wholesale warehouses, hypermarkets and department stores in 30 countries. Like its French counterpart Carrefour, however, it has struggled to find a path to strong growth in its domestic market as a result of fierce competition from discount rivals Aldi and Lidl. During 1998 and 1999, Metro streamlined its operations spinning off non-core businesses to joint venture partners, in order to concentrate on big volume, high margin stores. After several years in which it struggled to restore the financial health of Extra, the smaller of its two supermarket chains, Metro eventually sold that business to competitor Rewe in 2008. Advertising Age estimated global measured advertising expenditure of $568m in 2006, making Metro the world's #56 advertiser. Click here for the Adbrands Company Profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: see Retail Sector index for other companies

The Adbrands Company Profile of Metro AG summarises the company's history and current operations. Subscribers may access the following website links:

Metro website

Metro	Makro
Real	Saturn
Media Markt	Dinea
Galeria Kaufhof	Extra
INNO

Metro Austria	Media Markt Austria
Metro Denmark	Media Markt Hungary
Metro France	Media Markt Switzerland
Metro Greece	Hyper Media France
Media Markt Poland	Media Markt Spain
Media Markt Netherlands	MediaWorld (Italy)

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