Mr. Wildberger, in view of inflation, private labels in particular are being bought much more in the food trade. Is that also the case in Mediamarkt and Saturn?
Jonas Jansen
Business correspondent in Dusseldorf.
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Private labels are now an important part of our offer for our customers, especially since some are price-sensitive in the current environment. Looking ahead, we want to do a lot more here. We currently have four private labels – Ok, Koenic, Isy and Peaq – with entry-level and higher-end offerings. There are televisions, computers and monitors as well as electrical and household appliances. This is going well, with our microwaves, for example, we are the market leader.
And you now want to present your own brands more strongly?
Exactly, for our kitchen appliances, for example, we are planning a special line together with a celebrity chef. And we are working on a better presentation of our products in our markets. In doing so, we will demonstrate even more strongly the high demands we place on our own products in terms of sustainability, for example in terms of energy consumption, resource-saving production and recyclability. Since the energy crisis, we have been selling more than twice as many energy-saving appliances across all products.
Another crisis effect.
Yes, the energy crisis also offers real opportunities. We have significantly expanded our range of energy-efficient, environmentally friendly products. Today, we sell washing machines and dishwashers that consume 30 to 50 percent less electricity or water than conventional appliances. We work closely with the manufacturers here, and we have a clear ambition to be the most sustainable company in our industry.
But if you put your own products in the foreground, the brand manufacturers won't like it, will they?
No one has to worry about that. We still have a lot of room for improvement in order to continue to grow with the manufacturers as well as with our own brands – without getting in our way. In addition, we agree on clear goals with our industry partners, and we bring them home.
How big is your private label share?
It currently stands at 2.3 percent across the group. We are furthest along in Austria, where it is 4 percent. However, we have formulated a clear goal: In the next three years, the share of private labels is to increase to 5 percent across the company.
But customers are attracted by the well-known manufacturer brands. They want the Playstation, the Apple smartphone or the Samsung TV, don't they?
Sure, that's why strong brands are so important. We can look back on decades of good cooperation with many well-known partners. And we have also played a decisive role in bringing young, lesser-known brands forward. We now have a great deal of credibility with our customers across all price segments, from entry-level, mid-range to premium segments. Interestingly, we see that even in the time of crisis, there is a demand for high-quality kitchen appliances, mobile phones, consoles or televisions. Customers have been shopping more consciously for some time now. This is a dynamic development that we are monitoring closely. But since Corona and other crises, we have learned to deal better with volatility.