MediaMarkt

Retailer / private label

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German multinational consumer-electronics retailer operating within the MediaMarktSaturn group.

Last updated October 16, 2026

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Overview

MediaMarkt is a German consumer-electronics retail brand founded in 1979. Its first store opened in Munich on 24 November 1979, established by Leopold Stiefel, Walter Gunz, Erich Kellerhals, Markus Fernandez and Helga Kellerhals. The concept emphasized large-format stores, broad product choice, prominent promotions and comparatively autonomous store management. By 1985, the founders had expanded the chain to ten stores in and around Munich. The brand became part of a larger retail structure during the late 1980s and 1990s. Kaufhof Warenhaus AG acquired a majority interest in the holding company in 1988, and MediaMarkt began expanding into neighboring countries in 1989. In 1990 it took over the competing Saturn chain, which was already associated with Kaufhof. Subsequent corporate mergers created Metro AG in 1996, while MediaMarkt and Saturn continued as distinct consumer-facing brands under centralized group management. Together they formed the core of what became MediaMarktSaturn Retail Group. MediaMarkt sells televisions, computers, smartphones, tablets, cameras, gaming products, audio equipment, appliances, accessories and related services. Its retail proposition has traditionally combined high store visibility with aggressive price communication and a mass-market orientation. The chain is known for advertising that uses humor, colloquial language and deliberate provocation. Its long-running German slogan, “Ich bin doch nicht blöd” (“I’m not stupid”), became strongly associated with the brand, while the group later moved toward the more internationally adaptable “Let’s Go!” platform in 2022. In Italy, stores operate under the MediaWorld name. The company launched an online shop in Germany in January 2012, reflecting the wider shift from store-led retail toward an integrated store-and-e-commerce model. Its operating model has also historically given store managers substantial discretion over local assortment, pricing, staffing and costs; each store manager was described as holding a minority economic interest in the store. This structure was intended to combine centralized purchasing and branding with local commercial flexibility. MediaMarkt’s international expansion has not been uniformly successful. The chain entered China in 2010 through a joint venture involving Foxconn, opening its first Shanghai store and several additional locations, but withdrew from the market in 2013. It also exited or reduced exposure in several European markets during the 2010s and 2020s. Russia was divested in 2018 through a transaction involving M.video. In 2023, MediaMarkt-related operations were sold in Portugal, Sweden and Greece to local or regional retail groups, reducing the chain’s geographic footprint. Since 2017, MediaMarkt and Saturn have belonged to Ceconomy AG, which was separated from Metro AG. Ceconomy is publicly listed in Germany, but MediaMarkt itself is a privately operated retail brand rather than a separately listed company. In July 2025, JD.com agreed to make a cash offer for Ceconomy, the parent company of MediaMarkt and Saturn. The transaction concerned the parent group rather than a separate listing of the MediaMarkt brand. MediaMarkt remains one of Europe’s best-known specialist electronics retailers, combining physical stores, online sales, promotional campaigns and services across its remaining markets.

History

MediaMarkt began in Munich in 1979, when Leopold Stiefel, Walter Gunz, Erich Kellerhals, Markus Fernandez and Helga Kellerhals opened the first store on 24 November. The founders pursued a specialist electronics format that differed from traditional department stores through its large assortment, conspicuous pricing and promotional intensity. Expansion around Munich produced nine additional stores by 1985. The business entered a more complex ownership structure in 1988, when Kaufhof Warenhaus AG acquired 54 percent of the holding company behind the stores. International expansion started the following year. MediaMarkt acquired Saturn in 1990, bringing two major German electronics chains into the same ownership orbit while retaining separate brand identities. In 1996, the merger of Kaufhof, Metro Cash & Carry, Deutsche SB-Kauf and Asko created Metro AG. MediaMarkt and Saturn were subsequently managed as independent brands within a centrally coordinated retail group. The brand’s operating model combined group-level purchasing, logistics and marketing with local store autonomy. Store managers historically held a 10 percent interest in their store and had discretion over assortment, pricing, personnel and material costs. This structure helped the chain adapt promotions and product ranges to local conditions while preserving a common brand identity. MediaMarkt’s international growth included a Chinese venture launched in 2010 with Foxconn. The first Chinese store opened in Shanghai, followed by six more, but the chain withdrew in 2013 because the capital required for continued expansion was not expected to be available. In Italy, the same retail concept operates under the MediaWorld name. The group also conducted market exits elsewhere: its Russian stores were sold to M.video in 2018 in exchange for a minority stake, while operations in Portugal, Sweden and Greece were sold or transferred in 2023. Digital retail became increasingly important. MediaMarkt launched its German online shop in January 2012, complementing its physical network with e-commerce and store-based fulfillment. Marketing remained a major part of the brand’s identity. The company became known for humorous and sometimes deliberately coarse German advertising, including the “Ich bin doch nicht blöd” slogan and the “Lasst euch nicht verarschen” campaign line. Marketing for MediaMarkt and Saturn was developed by the group’s internal redblue Marketing organization. In 2022, the group adopted “Let’s Go!” as a more internationally transferable platform. Corporate control changed materially in 2017. Ceconomy AG was created through a demerger from Metro AG and became the owner of the MediaMarktSaturn business. MediaMarkt is therefore a major operating brand within a publicly listed parent rather than an independently listed issuer. In July 2025, JD.com agreed to a €2.2 billion cash offer for Ceconomy, potentially creating a further change in the ownership context of the brand. MediaMarkt’s contemporary business combines specialist stores, online retail, promotional events, consumer electronics, domestic appliances and associated services across European markets.

2025
JD.com offer for Ceconomy
[1]MediaMarkten.wikipedia.org
JD.com agreed to a €2.2 billion cash offer for MediaMarkt’s parent company, Ceconomy.
2023
Several market exits
[1]MediaMarkten.wikipedia.org
Operations in Portugal, Sweden and Greece were sold or transferred to other retail groups.
2022
“Let’s Go!” rebranding
[1]MediaMarkten.wikipedia.org
The group adopted “Let’s Go!” as a more international brand platform.
2018
Russian operations sold
[1]MediaMarkten.wikipedia.org
The group sold its Russian stores to M.video in exchange for a minority interest.
2017
Ceconomy becomes parent company
[1]MediaMarkten.wikipedia.org
MediaMarktSaturn became part of Ceconomy following the demerger from Metro AG.
2013
China withdrawal
[1]MediaMarkten.wikipedia.org
The group ended its Chinese expansion and withdrew from the market.
2012
German online shop launches
[1]MediaMarkten.wikipedia.org
MediaMarkt began online sales in Germany.
2010
Chinese market entry
[1]MediaMarkten.wikipedia.org
The first Chinese MediaMarkt store opened in Shanghai through a joint venture involving Foxconn.
1996
Metro AG is formed
[1]MediaMarkten.wikipedia.org
Corporate mergers involving Kaufhof and other retailers created Metro AG, the later parent of the MediaMarkt-Saturn business.
1990
Saturn joins the group
[1]MediaMarkten.wikipedia.org
MediaMarkt took over the competing Saturn chain, which remained a distinct consumer brand.
1989
International expansion begins
[1]MediaMarkten.wikipedia.org
MediaMarkt began expanding into neighboring countries.
1988
Kaufhof acquires a majority interest
[1]MediaMarkten.wikipedia.org
Kaufhof Warenhaus AG acquired 54 percent of the holding company behind MediaMarkt.
1985
Expansion reaches ten stores
[1]MediaMarkten.wikipedia.org
Nine additional stores had opened in the area around Munich.
1979
First MediaMarkt store opens in Munich
[1]MediaMarkten.wikipedia.org
The founders opened the first MediaMarkt location on 24 November in Munich, Germany.

Products and positioning

Mass-market, high-visibility consumer-electronics retail focused on broad assortment, promotional pricing, convenience and humorous advertising.

Home entertainment
Televisions and home cinema
MediaMarkt’s home-entertainment assortment includes televisions, display technologies, soundbars, receivers and related accessories. The category has historically been central to the chain’s promotional retail model, with stores using large displays and frequent campaigns to attract customers seeking major electronics purchases.
Personal technology
Computers and mobile devices
The brand sells laptops, desktop computers, monitors, tablets, smartphones, peripherals and networking products. These lines serve both everyday consumers and home-office users, and are offered through physical stores and online channels.
Entertainment technology
Gaming
Gaming products include consoles, games, controllers, headsets, accessories and associated digital or physical entertainment products. Gaming is suited to MediaMarkt’s high-volume promotional format and is commonly presented as a distinct category in its stores and online shop.
Household appliances
Domestic appliances
MediaMarkt offers large and small household appliances, including refrigeration, cooking, laundry, cleaning and personal-care equipment. Appliance sales broaden the brand beyond information technology and make it a general specialist destination for household electronics.
Consumer electronics
Audio, photography and accessories
The range includes headphones, speakers, hi-fi equipment, cameras, lenses, memory products, cables and other accessories. These products support both specialist enthusiasts and higher-frequency add-on purchases linked to larger electronics categories.

Controversies

2026
Ledger introduces new reseller device-handling rules after Asia tampered-wallet incident
In a blog post published on Thursday, Ledger said it had introduced new rules requiring authorized resellers to keep devices off display and hand them to customers at purchase, and reiterated that returned devices must never be resold. The measures follow a security incident that surfaced the previous Friday, in which malicious implants were found in Ledger wallets sold through authorized reseller CryptoBilis in Asia. Ledger has requested that distributors in Southeast Asia and Hong Kong suspend sales of its products and is investigating the tampered wallets, while European retail chain MediaMarkt has also pulled Ledger wallets off its shelves.
Source
2014
Austrian price-coordination fine
The Austrian cartel court fined a Media-Saturn entity €1.23 million over vertical retail-price matching involving electronics manufacturers between October 2009 and early 2013.
Source
2014
Employee body-search controversy in Austria
A store in Krems an der Donau was reported to have subjected employees to body searches in addition to bag checks. Unions described the practice as a violation of human dignity, while the company attributed it to security-service providers.
Source
2013
Criticism of zero-percent financing
A Spanish promotion advertised zero-percent financing while an approximately 10 percent credit-loss insurance cost appeared only in the small print, drawing criticism.
Source
2009
Intel exclusivity investigation
Reporting alleged that the MediaMarktSaturn group had incentives to favor Intel-based computers and limit AMD offerings. The European Commission later fined Intel €1.06 billion for broader antitrust conduct that included payments linked to retailers.
Source
2008
Parvónia scout controversy
A Portuguese campaign characterizing a scout as an idiot drew objections from scouting organizations and led to a petition and demands for an apology.
Source
2006
Polish stereotype advertisement withdrawn
A Polish commercial used a stereotype portraying Polish customers as thieves. It prompted protests in Poland, intervention by the Polish embassy in Berlin and criticism from the German-Polish community.
Source

2022Let’s Go!
Europe
MediaMarktSaturn introduced “Let’s Go!” as a more internationally transferable platform during a group-wide rebranding, replacing the historic German slogan in the brand architecture.
Outcome. The platform became the group’s newer international communication direction.
Source
2009Turkish advertising campaign
Turkey
A Turkish campaign depicted customers who paid excessive prices with animal heads. A Turkish organization argued that the advertisement insulted Turkish identity.
Outcome. The advertisements were banned for three months.
Source
2008Parvónia campaign
Portugal
A campaign for the opening of the brand’s 500th European store created a fictional country called Parvónia and portrayed several characters as foolish. A depiction of a scout generated strong objections from the scouting movement.
Outcome. MediaMarkt removed the scout character and suspended the campaign from television after public pressure.
Source
20062006 World Cup advertising
Germany
A football-themed campaign positioned MediaMarkt as a leading supplier for fans and used exaggerated national stereotypes. A related promotion offered a €10 rebate for each Germany goal, excluding penalty shoot-outs. The campaign attracted criticism for its depictions of foreign supporters and for celebratory advertising aimed at eliminated teams.
Outcome. The campaign remained a prominent example of the brand’s deliberately provocative advertising style.
Source

Brand decisions

2025
JD.com offer for CeconomyM&A
Background
Ceconomy is the publicly listed parent of MediaMarkt and Saturn.
Action taken
JD.com agreed to a €2.2 billion cash offer for Ceconomy.
Aftermath
The offer could change the ownership context of MediaMarkt through the parent company; the brand is not separately listed.
Agreed cash offer value. €2.2 billion offer (July 2025)
Source
2023
Rationalize international portfolioStrategy
Background
The group reassessed markets where its operating scale or ownership structure was less attractive.
Action taken
Operations or interests in Portugal, Sweden and Greece were sold to other retail groups.
Aftermath
MediaMarkt reduced its presence in those markets while continuing to operate across other European countries.
Source
2022
Adopt the Let’s Go! platformStrategy
Background
The group sought a more consistent and internationally usable brand expression.
Action taken
MediaMarktSaturn introduced “Let’s Go!” during a rebranding.
Aftermath
The new platform supplemented or replaced the historic “Ich bin doch nicht blöd” positioning across the group.
Source
2017
Move into CeconomyStrategy
Background
Metro separated its consumer-electronics retail activities from the remaining group through a demerger.
Action taken
MediaMarktSaturn became part of the newly formed Ceconomy AG.
Aftermath
Ceconomy became the listed parent of MediaMarkt and Saturn.
Source
2012
Launch German e-commerceProduct launch
Background
Consumer electronics shopping was increasingly moving online.
Action taken
MediaMarkt launched its German online shop.
Aftermath
The brand developed a combined store and digital retail model.
Source
2010
Enter China through a joint ventureStrategy
Background
The group sought international growth beyond its established European markets.
Action taken
MediaMarkt opened a Shanghai store with a joint venture involving Foxconn and later opened six additional locations.
Aftermath
The company withdrew from China in 2013 after the required expansion capital was not secured.
Source
1990
Acquire SaturnM&A
Background
Saturn was a competing electronics retailer already connected to Kaufhof.
Action taken
MediaMarkt took over Saturn and retained it as a separate consumer-facing brand under common group control.
Aftermath
The two brands became the principal retail banners of the later MediaMarktSaturn group.
Source

Recent events

2026
MediaMarkt Spain reported record 2025 sales and planned further expansion[4]MediaMarkt Spain reported record 2025 sales and planned further expansionnegocios.com
Other
A February 2026 report stated that MediaMarkt Spain closed 2025 with reported sales of €2.75 billion, up 7% year over year, and planned new locations and refurbishments. The figure is included as reported by the cited news source and refers to the 2025 financial year.
2025
JD.com agrees to acquire Ceconomy[1]MediaMarkten.wikipedia.org
M&A
JD.com agreed to make a €2.2 billion cash offer for Ceconomy, the publicly listed parent of MediaMarkt and Saturn.
2025
MediaMarkt Spain launches “Tienes que vivirlo” campaign[5]MediaMarkt Spain launches “Tienes que vivirlo” campaigncontrolpublicidad.com
Campaign
The campaign presented the MediaMarkt experience as extending beyond the purchase itself, emphasizing expert advice, physical product interaction, digital convenience, and after-sales services. The work was created by After and directed by David Sarciat.
2025
Faruk Kocabaş appointed COO of MediaMarktSaturn while retaining Spain leadership[6]Faruk Kocabaş appointed COO of MediaMarktSaturn while retaining Spain leadershipipmark.com
Leadership change
Kocabaş was announced as COO of the group and General Managing Director of MediaMarkt Benelux while continuing as CEO of MediaMarkt Spain. The expanded remit covered a cluster including Spain, Benelux, Turkey, Poland, and B2B activities.
2023
MediaMarkt exits Portugal, Sweden and Greece operations[1]MediaMarkten.wikipedia.org
M&A
The group sold its Portuguese, Swedish and remaining Greek interests to other retail operators, continuing a process of geographic portfolio rationalization.
2023
Faruk Kocabaş became General Managing Director of MediaMarkt Spain[7]Faruk Kocabaş became General Managing Director of MediaMarkt Spainsonitron.net
Leadership change
Kocabaş succeeded Luca Bradaschia and began leading the Spanish business in November 2023 after holding senior positions in MediaMarkt Turkey.
2023
Remko Rijnders profiled as MediaMarkt Benelux chief executive[8]Remko Rijnders profiled as MediaMarkt Benelux chief executivemtsprout.nl
Leadership change
MT/Sprout published a leadership profile of Remko Rijnders, describing his responsibility for MediaMarkt Benelux and additional operational and business-to-business duties across the wider group.
2023
CECONOMY reported stronger group performance and continued MediaMarktSaturn transformation[9]CECONOMY reported stronger group performance and continued MediaMarktSaturn transformationmediamarktsaturn.com
Other
CECONOMY reported year-on-year sales growth and improved operating performance for the first nine months of financial year 2022/23, while describing the group’s development toward a customer-focused omnichannel service platform. The announcement concerns the parent group rather than Poland-specific results.
2022
MediaMarkt and Saturn move to the “Let’s Go!” brand platform[1]MediaMarkten.wikipedia.org
Campaign
The group introduced a more internationally usable advertising platform, replacing the historic “Ich bin doch nicht blöd” slogan in its rebranding.
2022
MediaMarktSaturn launched an international "Let's Go" brand campaign[10]MediaMarktSaturn launched an international "Let's Go" brand campaignmediamarktsaturn.com
Campaign
The group introduced an international campaign concept across the countries in which it operates. The campaign was presented as part of a broader experience strategy emphasizing advice, service, customer experience and locally adapted execution. The source describes the campaign at group level and does not isolate the Italian market's media plan.

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