Ceconomy plans Saturn showrooms in MediaMarkt stores from 2027

The store network of MediaMarktSaturn in Germany currently comprises just over 400 locations and is to remain stable in the coming years. Both chains belong to the same corporate group. Ceconomy had explained in the past that the consolidation is also due to customers increasingly no longer distinguishing between the two brands.

MediaMarkt network remains stable

Regardless of the planned integration into MediaMarkt stores, some Saturn locations are also to remain independent as Saturn stores in the future. The parent company Ceconomy does not want to completely abandon the brand. Saturn currently exists only in Germany.

According to the 2025 annual report, Ceconomy operates in eleven countries with more than 1,000 stores and is thus, according to its own statements, Europe's largest electronics retailer. Last year, the company employed around 50,000 people worldwide, of which just under 20,000 in Germany.

Ceconomy is also pursuing ambitious growth targets: Revenue is to grow to around 24 billion euros, adjusted EBIT to rise to 800 million euros by fiscal year 2028/2029. The company also attributes this to the planned added value from the Saturn showrooms.

JD.com takeover under review process

In parallel to the brand strategy, Ceconomy faces a takeover by the Chinese e-commerce giant JD.com. The company had secured the majority of shares last year. The Chinese e-commerce giant JD.com is facing the takeover of Ceconomy.

France, Italy and Germany have already given the green light. Decisions from Spain and Austria on the JD.com takeover are still pending. JD.com and Ceconomy expect full antitrust clearance in the second half of the year.

Mixed signals from analysts

The European Commission expressed "vorläufige Bedenken" after an initial investigation and is now examining the case more closely. A Ceconomy spokesperson also emphasized: "Wir können uns auch vorstellen, Saturn im Ausland zu testen." This would make an expansion of the brand beyond German borders conceivable.

On the stock exchange, analysts' assessments vary: Baader Bank rated the Ceconomy stock on 31/07/2025 with "Add," while Warburg Research issued a sell rating ("Sell") on 04/09/2025. The planned repositioning of the Saturn brand and the ongoing takeover by JD.com thus remain central topics for investors.