Kaufland At 50: Germany's 'Other' Discounter Celebrates A Landmark
German retailer Kaufland is celebrating its 50th anniversary this month, with the rollout of a new motto 'Frisch wie nie!' ('Fresh like never before').
From its first store opening in January 1968 in the small Swabian town of Backnang, Kaufland has grown to be one of Europe's biggest retail players, posting €21.6 billion in annual sales, some 1,270 branches and 148,000 employees across seven countries.
Over the past 25 years or so, the Schwarz-Group owned retailer has embarked on a fairly consistent expansion drive, from its integration of the East German market in the early 1990s to Eastern Europe in the early 2000s.
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