Penny Market Rebrands As ‘Penny.’ In Italy

By Branislav Pekic
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Penny Market Rebrands As ‘Penny.’ In Italy

Penny Market Italia has rebranded as ‘Penny.’ and introduced a new logo and company image.

The first store featuring the new branding has opened in the city of Saronno, near Varese, taking the total number of stores in the Lombardy region to 94.

The outlet, with a sales area of around 870 square metres, focuses on various sustainability and eco-friendly measures, such as a collaboration with Too Good To Go, to prevent food waste, and Coripet, for plastic recycling.

The retailer has installed LED lighting fixtures, with low energy consumption and high colour rendering, and refrigerated counters with glass enclosures, to cut energy consumption.

The implementation of these technologies will help the retailer save up to 53,000 kWh annually, or the equivalent of about ten tonnes of oil and 18 tonnes of CO2 emissions.


The new store will also use energy produced by a photovoltaic system on the roof. It also features a green facade, for better climate control, and a rainwater recovery system.

Store Highlights

Other highlights of the new store include a butcher’s department, a deli counter, a self-service bread department, and an assortment of around 2,000 food and non-food products.

The new company logo and image features modern and crisp colours, with the intention of emphasising certain assets – namely responsibility towards people and the environment – without betraying quality and convenience, while respecting suppliers and Italian producers.

Penny Italia closed 2021 with approximately €1.5 billion in sales and around 404 stores (which have since reached 410), with plans to reach 423 stores by 2023.


Last year, its parent company, REWE Group, invested €60 million in Italy, including the modernisation of 90% of its Italian stores.

Read More: Penny Market Launches Home Delivery Service In Italy

© 2022 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.

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