After Carrefour case, also Penny Market, a German discount supermarket chain, may be preparing to review their presence in Italy. As reported by the Corriere della Sera, German Rewe Group would in fact be evaluating the total or partial transfer of the Italian brand network, active in the country for thirty years.
We are talking about almost 500 supermarkets e revenues estimated at just under 2 billion eurosThese numbers make the dossier particularly attractive to operators already established in the discount sector and interested in strengthening their territorial coverage. Potential candidates include: Lidl and Aldi would be included, two German groups already present in the Italian market and considered among the most compatible with the Penny network. Rewe could therefore choose to exit the Italian market or reduce its exposure, ushering in a new phase in the consolidation of large-scale retail trade.
From the gamble with Esselunga to the current crossroads
La Penny Market's Italian history begins in 1994, when Rewe enters the country through a joint venture with EsselungaThe intuition was linked to the spread of the discount model also in Italy, a phenomenon that Bernardo Caprotti, founder of Esselunga, had grasped early.
The partnership between Rewe and Esselunga it was then dissolved, with the Italian group determined to continue on its own path and Rewe remaining at the helm of the Penny brand. In those years the German group also brought to Italy Bill, another chain that later disappeared: in 2014 the network, made up of over 130 stores, was sold and divided mainly between Carrefour and Conad.
Today it the same fate could befall Penny Market, with a possible partial or total sale of the network.
Lidl and Aldi observe and the former Carrefour
Between Possible buyers include Lidl and AldiBoth chains operate in the discount segment and have models that are more compatible with the size of Penny stores, which on average range between 1.000 and 1.500 square meters. This size, however, would make less immediate interest from brands like Esselunga or Conad, accustomed to different formats and less aligned with the Rewe network.
The possible exit or reduction of Penny Market's presence would come after another important step for the Italian large-scale distribution: the sale of the Carrefour network to the NewPrinces group. An operation that demonstrated how complex the Italian market has become for some large international groups, squeezed by weaker consumption, price pressure, reduced margins, and a widespread presence of competing brands, especially in urban centers.
The demographic picture also has an impact, with a declining population and less dynamic domestic demand. In an already crowded market, each store must guarantee adequate returns on investment, but competition between supermarkets, convenience stores, and discount stores is making it increasingly difficult to maintain profitability. For this reason, some multinationals appear to be reconsidering the merits of a direct presence in Italy.
The Italian discount store is heading towards a new era
If Rewe were to proceed with a total or partial sale of Penny Market, the The Italian large-scale retail market would enter a new phase of consolidation. For the moment, neither Rewe nor Penny have released immediate comments on the news. The dossier therefore remains open, but its possible development is already enough to reignite theattention to the future of discount in the country.
With nearly 500 stores and a presence built over thirty years, Penny Market represents a significant asset for those aiming to strengthen their position in the segment. After Carrefour, the large-scale retail market could therefore lose another prominent international name.
