Supermarket chain throws its own brand from the range

After the takeover by a Russian investor, the Real Group wants to save up to 350 million euros, according to a report. The range is also being revised – the own-label cosmetics brand disappears.

The supermarket chain Real wants to throw its own brand out of the range before the sale of many branches. A Real spokesman confirmed a corresponding report by the “Lebensmittel Zeitung” (“LZ”). Accordingly, the cosmetics brand “Sôi”, which includes shampoos, creams and shower gels, will no longer be sold.

“It is part of the day-to-day business of every grocery retailer that assortments that are offered that are not requested by customers, or not requested to the required extent, are also put to the test,” said Real. That is why the “realPro” customer loyalty program will also expire, as will the online grocery store.

Real: “reduce losses”

The LZ writes of a sum of 350 million euros, which the Real Group would like to save – also by not extending the contracts of temporary employees. The LZ also wrote that the range would be reduced by ten percent.

In addition, the Real spokesman said on inquiry: “The new management has a special responsibility to protect the liquid funds and to reduce losses in the operative business.” For this, for example, “process optimization” is necessary at all levels of the company. And further: “The expiry of fixed-term employment contracts will have to be examined.”

The Russian Financial investor At the end of July, SCP had taken control of Real from the Metro Group. He wants to smash the group and has already sold a total of 141 Real branches Kaufland and Edeka agreed. There is no hope for around 30 branches – they should be closed.

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