For decades, the names Media Markt and Saturn have been synonymous with technological innovation at a reasonable price. The history of these two retail brands is marked by constant growth.
In 1961, the first Saturn store, featuring a sales area of 120 square meters, opens in Cologne, Germany, by the business couple Friedrich Wilhelm and Anni Waffenschmidt. The store initially caters exclusively to diplomats, but in 1969 it is adapted to also appeal to the public.
In October 1969, Saturn opens the largest hi-fi studio in the world. The most important innovation is the in-store demonstration of products which allows business customers to compare them immediately. In the same year, all other consumers are also able to purchase products at Saturn.
Saturn’s record department opens in November 1972 and covers 80 square meters of selling space with a sensational new concept: a self-service format which Friedrich Wilhelm Waffenschmidt took over and adapted from the USA.
1975, Saturn is able to offer its customers the world’s largest selection of vinyl - with up to 60,000 sold on a daily basis.
In 1979, Erich Kellerhals, Walter Gunz, Helga Kellerhals and Leopold Stiefel open in Munich a unique new store that offers a comprehensive range of electronic products all under one roof. The idea behind Media Markt is born.
In May 1981, Saturn opens Germany’s largest specialist video store, with 25 video cameras and over 100 video recorders ready for demonstration.
By the end of 1987, there are ten Media Markt stores in Germany with a total net revenue equivalent to 91 million euros.
In 1988, Kaufhof acquires a majority share of the Media Markt holding company.
In 1989, Media Markt prepares to take the leap into foreign markets and opens its first stores in France.
In 1990 and 1993, what later becomes Media-Saturn-Holding GmbH acquires the Saturn stores. The company makes a deliberate decision not to abandon one brand in favor of the other. Both retail brands continue to compete with each other - a fact which acts as a growth driver for both brands.
The opening of the first Saturn store in Austria in 1994 marks the start of international expansion of the Saturn brand. That same year, Media Markt launches operations in Switzerland.
In 1997, the original Saturn store in Cologne celebrates the 25th anniversary of its record department. Offering a discount of 25 percent on every CD, the company achieves sales totaling over one million marks within twelve hours. One year later, Media Markt also has good reason to celebrate: the 100th Media Markt store is opened in Germany. In 1999, Media Markt expands into Spain and into the Netherlands, and Saturn debuts in France under the name Planète Saturn. The group incorporates Italy’s Media World stores into the company.
Media Markt opens its first store in Amsterdam, which is also the 300th store of Media-Saturn Group. Together, the two retail brands are now represented in nine countries across Europe.
The Saturn store in Hamburg’s Mönckebergstraße is extended to cover a sales area totaling 18,000 square meters, making it the largest consumer electronics store in the world. In the same year, the first Saturn store opens its doors in Italy.
Saturn launches its “Geiz ist geil!” (Stinginess is cool!) advertising campaign, an advertising slogan which is a perfect reflection of the prevailing zeitgeist. In the years to come, Media Markt and Saturn continue to catch the public attention with a series of provocative or humorous campaigns. As a result of their unique brand communication, both retail brands continue to win awards for effective and creative advertising. These include several German and European Effie awards - equivalent to the film industry’s “Oscar” - in both silver and gold. This year also marks entry into a new market, with Media Markt opening its first store in Belgium.
Media Markt and Saturn’s commitment to providing vocational training for young people is rewarded: The Federal Minister of Economics, Wolfgang Clement, commends the initiative “Wir schaffen Zukunft” (Creating a Future). In 2003 alone, the two retail brands provide over 1,000 apprenticeships.
Saturn opens its 100th German store in Oberhausen and launches operations in Poland and Hungary. At the same time, Media Markt enters the market in Portugal. In addition, the corporate group opens its 500th consumer electronics store in Bilbao, Spain.
Media Markt opens its 200th store in Germany and its first store in Greece. Saturn launches operations in Spain.
Over 150,000 customers visit the first Swedish Media Markt store - located in Stockholm - in the first four days of business alone. In Russia, the retail brand celebrates a double opening. Saturn expands into the Netherlands. The corporate group achieves net revenues totaling over 15.1 billion euros and employs approximately 40,000 people throughout Europe.
The largest Media Markt ever is opened in September at Alexanderplatz in Berlin. The retail brand also expands into Turkey, and Saturn expands into Belgium. Revenues generated by the corporate group reach 17.1 billion euros. This makes the corporate group Europe’s undisputed leader in the consumer electronics retail industry.
The world’s 200th Saturn store opens in Ivry, near Paris. The two retail brands are now doing business at more than 700 locations throughout Europe.
Media Markt celebrates its thirtieth anniversary under the motto "The Anniversary of the Year". In September, Saturn launches operations in Switzerland. In October, Saturn opens its first store in Turkey.
Media Markt expands to China and will open ist first store in the city of Shanghai in the second half of the year.