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Credit: Thomas Lohnes/Kaufland

30th Real-Integration: Kaufland the new frequency anchor in Schwabach, Germany

The store in Schwabach marks the 30th time this year that Kaufland has successfully integrated a Real store into its network.

On Wednesday, July 14, the new Kaufland store opened in Schwabach, Am Falbenholzweg. This gives the “Oro Schwabach” shopping center, which has existed since 1975, a strong frequency anchor. Kaufland is pursuing a sustainable concept at this location – in collaboration with the city, the company Nuveen as owner of the shopping center, and MEC METRO-ECE Centermanagement GmbH as center manager. The focus is on the revitalization of the existing sales area by Kaufland and the establishment of additional specialty stores. 

With the store in Schwabach, Kaufland successfully integrates a Real store into its store network for the 30th time this year. “As it is important to us to offer our customers a new, attractive shopping location as quickly as possible, we are converting to Kaufland in just three days. With us, municipalities gain a strong partner for regional local supply. For the properties’ landlords we are both a frequency anchor and a long-term tenant,” says René Wolf, Project Manager Real Integration at Kaufland. “But the virtually seamless transition is also important for our new colleagues from Real. It gives them security and perspective.”

In December, the German Federal Cartel Office gave the green light for the takeover of 92 Real stores. Kaufland has been integrating the Real stores since the beginning of the year. Kaufland plans to take over around 20 more stores by Christmas, with a similar pace planned for next year.