- METRO GROUP takes a 15% share of retail start-up Emmas Enkel
- Real supplies Emmas Enkel stores
- Significant acceleration of expansion in German city centres
Emmas Enkel, an emerging corner store and online food retailer, has found a strong partner: METRO GROUP is a new shareholder in the Düsseldorf-based start-up company and now supports its business processes as well as the further growth of the retailer across the whole of Germany. Among others, an intensification of its expansion in Germany and the supply of all stores by METRO's sales line Real are planned.
Emmas Enkel (which translates to Emma's grandchildren) combines conventional retail in the tradition of the former corner stores, or so called "mom-and-pop stores" with modern online retail. The start-up company currently operates two stores in Düsseldorf and Essen. "We are pleased to move forward into the future together with Emmas Enkel. At the heart of the concept is the absolute proximity to the customer, and this is also what our sales lines are committed to", says Olaf Koch, Chairman of the Management Board of METRO AG and CEO of METRO Cash & Carry. "We will support this innovative young retail company as a partner in the opening of further locations in German city centres".
To this effect, METRO GROUP acquired a 15 percent stake in the Düsseldorf-based multichannel start-up. As an operational partner, the sales line Real supports the sourcing process of the city-centre stores: Real supplies Emmas Enkel with quality food, regional fresh produce, household items and drugstore products as well as own brand articles.
Emmas Enkel was founded in 2011 and links the best of "the good old times" with the technology of the internet age. Customers can conventionally buy fresh groceries, office supplies as well as drugstore products and household items at the counter of a centrally located corner store. Alternatively they can order them via smart phone and online shop and have them delivered to their home.
"Acquiring a stake in Emmas Enkel is also in line with our strategy of opening up all customer-oriented and innovative distribution channels for METRO GROUP", stresses Olaf Koch. "It is only a small step for now - but it sends a strong signal and offers a very high potential".