Similar to what happened in other European markets, Media-Saturn will also end its two-brand strategy in the Netherlands later this year. The 13 Saturn stores will be rebranded as Media Markt.
As happened in Greece in 2011, in Russia and Hungary in 2012, and in Spain, Belgium, Switzerland, and Turkey last year, the strategy should help optimize Media-Saturn's marketing investment volumes by dispensing with the less recognized brand that has performed worse in several markets. Saturn entered the Netherlands in 2006 to complement the Media Markt network, and the plans were to reach a network of 25 stores, but expansion proved more difficult and slower than initially expected.
Development of Media Markt
Media-Saturn will now focus on developing Media Markt in the Dutch market, where it plans to open new stores and strengthen its online platform. In addition to conventional stores, it anticipates opening a smaller, mobile-focused store format over the next 12 months, in cooperation with The Phone House and Bijenkorf.
