Metro : advertising & marketing assignments

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Metro was previously one of Germany's largest general retail groups, but like its counterparts in several other countries, it had struggled to find a path to strong growth at home as a result of fierce competition from cooperative groups and discount rivals Aldi and Lidl. As a result, in 2017, the group split into two separate companies. Consumer elctronics chains MediaMarket and Saturn now operate as Ceconomy. The cash & carry and hypermarket operations were spun off as a new entity which now carries the Metro name. Several other units had already been sold by then. Struggling supermarket chain Extra was transferred to competitor Rewe in 2008; the group's Kaufhof department store business was acquired in 2015 by HBC of Canada. As of mid 2018, Metro operated around 760 Metro and Makro wholesale warehouses across 25 countries; mainly in Europe, but also China and India and a couple of other Asian countries. Real is a chain of around 280 hypermarkets in Germany. Combined revenues for the year to 2017 were €37.1bn (compared to almost €67bn for the old group at its peak). Cash & carry operations accounted for over 80% of sales. Olaf Koch is chairman of the management board. Metro was originally formed in 1996 from the merger of three separate companies - Metro Cash & Carry, Kaufhof Holding and Asko Deutsche Kaufhaus. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 3rd October 2018

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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. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.

Historical profile information for Metro Group

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 9th February 2017: Shareholders of German retail giant Metro approved its separation into two separate companies. The existing group's Metro cash and carry and Real hypermarket businesses will be spun off into a separate entity which will adopt the Metro name. The remaining company, consisting of the MediaMarkt and Saturn electronics retail chains, will be renamed Ceconomy. That process is expected to complete mid-year.

Adbrands Weekly Update 31st Mar 2016: German group Metro, currently the 5th largest retailer in Europe, is to split into two separate public companies. The group's core cash & carry business and what remains of its supermarket division will be spun off into a separate entity led by current group CEO Olaf Koch, leaving consumer electronics behemoth Media-Saturn as the core of the renamed group. This comprises the twin European chains MediaMarkt and Saturn. It already operates as a separate division within the current group under CEO Pieter Haas. Annual revenues for Media-Saturn were almost €22bn last year, while the cash & carry and food retail units generated a combined €37bn. However, combined growth has been more or less flat for several years, and Metro's share price has significantly underperformed the market. The new move is designed to free up both businesses to pursue their own separate paths.

Adbrands Weekly Update 17th Dec 2015: German retail giant Metro Group, owners of the huge Media Markt-Saturn consumer electronics business and Real supermarkets as well as the Metro cash & carry, reported another flat performance for the year to Sept. Reported sales slid 1% to €59.2bn, partly as a result of exchange rates and the sale of its Galeria Kaufhof department store to Canada's HBC. Like for like sales rose 1.5%. However losses from continuing operations rose dramatically from negative €3m to negative €221m. Bottom line was saved only by proceeds from the Kaufhof sale, resulting in a €714m surplus.

Adbrands Weekly Update 25th Jun 2015: Canadian retail group HBC took its first steps into Europe with a deal to acquire Germany's biggest department store chain Galeria Kaufhof from Metro Group for €2.42bn. The group, which owns Canadian store Hudson's Bay Company as well as US-based Saks 5th Avenue, plans to use some of Kaufhof's current retail estate as a platform to launch the Saks brand into Germany. The European company owns 103 Kaufhof department stores and 16 Sportarena sports equipment outlets in Germany, as well as the Inno department store chain in Belgium. HBC beat off a rival bid from the owner of Germany's other major department store business Karstadt.

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