Schwarz Gruppe acquires online platform real.de

Schwarz Gruppe, a major retail group that owns Lidl and Kaufland, has acquired Real.de from SCP Group. Real.de is one of the largest online marketplaces in Germany.

SCP Group didn’t own Real for very long. In February of this year, the investment firm acquired Real from Metro AG. Now, the online platform has a new owner: Schwarz Gruppe.

Will continue under the Kaufland name

In the future, the continuation of the online marketplace is planned under the name Kaufland, as part of Schwarz Gruppe’s digital business. Real.de should complement the group’s stationery business and expand the offer for customers and trading partners in Germany and abroad.

‘The combination will open up new opportunities’

“Real.de is an essential component of our future offering. The combination of brick-and-mortar business and online trading will open up additional opportunities for us”, explains Rolf Schumann, Chief Digitalization Officer of the Schwarz Group. “This will also offer new advantages for our customers.”

Real.de is an essential part of our future offering.

Both SCP and Schwarz didn’t want to disclose the purchase price. But they did emphasize that offers and services will continue to be available as usual to Real.de’s customers and retailers who use the marketplace.

About Schwarz Gruppe

Schwarz Gruppe is a major retail group with 12,100 branches and specialist stores in 31 different countries. It generated sales of 104.3 billion euros in 2018. The group essentially consists of the two retail divisions Lidl and Kaufland.