Expansion offensive – electrical giant starts with new location concept

With an expansion offensive, Alpay Güner, head of MediaMarkt Austria, wants to expand his position as the number one in electronics retail. Most recently, more than 2,900 employees in 52 markets generated sales of EUR 1.28 billion. Güner: “We will increase the market density.”

This should be possible with three new formats that will be added to the classic MediaMarkt:

• The existing location in the Viennese department store Gerngross was converted into a “tech village” with a multi-million investment last week: on 5300 square meters and two floors, customers will find the conventional offer in the middle, but there are 24 around Brand boutiques from partners such as Apple, Samsung, Miele, Dyson & Co. Visitors can get an energy boost from shopping at a coffee shop. Güner hopes for a double-digit increase in visitor frequency. The goal is to convert another location in another state into a tech village.

• Under the name “MediaMarkt Smart”, Güner is also planning mini-stores in busy locations with only 150 to 300 square meters and is currently looking for space. Four such stores are already operating with great success in Italy and Güner can imagine five to ten locations in Austria. Takeaway items such as small kitchen appliances, consoles and computer games, cell phones and small TVs are offered.

• What is certain is that the first “MediaMarkt Express” will open in Leibnitz in the spring of 2023 – at a retail park. This format also offers a selection of large electrical appliances such as washing machines etc. on 600 to 1000 square meters. “I see a lot of potential here in Austria – especially in smaller cities where we are not yet present.” Ten to twenty such establishments are possible in the medium term. From spring 2023 there will also be a new classic MediaMarkt in Eisenstadt.