EXCLUSIVEBRANDSOURCING RETAILER/WHOLESALER ...

www.edeka.de
Total 2011 Group Turnover:$ 63.4 Billion (€ 45.6 Billion) +4.7%; Retail Food Trade Sales: $ 56.7
Billion (€ 40.8 billion) +4.5%; Franchise Sales: $27.8 Billion (€ 20 Billion) +8.8%; Company
Owned Stores: $11.7 Billion (€ 8.4 billion) -3.1%; Netto Marken-Discount Sales: $ 14.9 Billion
(€ 10.7 billion) +3.3%; Cash + Carry/Bulk Consumer Services Sales: $ 2.6 Billion (€ 1.9 billion)
+13%
Percentage of Grocery Sales in Exclusive Brands: 20.3%
Principal Business: Edeka traces its roots back to 1898. Today, it is the number one food retailer in
Germany (26% market share), the third largest discount retailer in Germany, and one of the largest
cooperatives in Europe. Its network, serviced by 38 warehouses, crosses three tiers: EDEKA
Zentrale, seven regional companies, and its local retail trade. Nine EDEKA co-operatives own
EDEKA Zentrale, which provides Group strategic leadership and holds participation in Netto
Marken-Discount and other brands. Nationwide in Germany, the Group represents some 11,816
stores. The Group operates under two marketing concepts. The full-range retail stores (EDEKA
center/neukauf/aktiv markt and Marktkauf), which are operated mostly by 4,500 independent
retailers (organized under nine cooperatives). The independents franchise sales (6,293 stores)
alone gained 8.8% to € 20 billion for the year. Company-owned store sales dipped by 3.1% to €
8.4 billion. EDEKA, through its regional companies (excluding Marktkauf superstores) itself runs
1,433 stores generating € 8.4 billion -3.1%. Edeka also operates in the discount retail segment:
Netto Marken-Discount, a subsidiary, now overseeing 4,090 Netto banner stores. EDEKA Group
also is one of Germany’s leading producers of meats, sausages, and fresh daily baked goods. Its
regional companies operate more than 30 production plants, supplying private labels such as
EDEKA Gutfleisch and EDEKA Bio Wertkost. Additionally, EDEKA Fruchttkontor is one of
Europe’s leading fruit marketers (procuring fruit and vegetables from 80 countries. EDEKA’s
Cash + Carry/Bulk Consumer Services also include regional cooperative partners, Handelshof,
Stroetmann and Rulko. The Bulk Consumer Services sales derive from some 115 Edeka C+C
grossmarkt (self-service cash-and-carry stores) in Germany. In Austria, Edeka owns the ADEG
Group,, while also maintaining holdings in Denmark, the Czech Republic, and Russia. Other
EDEKA businesses: Rheinberg Winery, EDEKA Bank AG, publishing, etc.
EB Identities: EDEKA has consolidated its own brands down to three main tiers: Edeka Selection
(premier quality), Edeka (first quality with sub-brands Bio, Lust auf leicht, Zuhause), GUT &
GÜNSTIG (”Good & Cheap” entry-level, low-price products), and elkos (health and hygiene
products). There are some regional brands as well: Gutfleisch (meats), Unsere Heimat (”Our home
& good” dairy and produce items), etc.
EB skus: 3.400+
Profile: With the takeover of more than 2,300 Plus stores from Tenglemann in January 2009,
EDEKA has established a leadership role in the German discount sector. Some 244 new Netto
stores were opened during the year; while under the other store banners Edeka reported 190 new
openings. The company also continues its privatization strategy, converting its own Edeka stores
over to entrepreneur ownership. Its private label initiative continues to boost sales as well. The
entry-level range, GUT & GÜNSTIG, started in 2009, continues to grow. Despite the poor
economic climate, the company produced single-digit gains throughout its operation, while its