Plus Supermarket

Plus was a German discount supermarket chain established in 1972 and developed into one of Germany's large low-price grocery retailers. Its core proposition was straightforward discount retailing: offer everyday groceries at relatively low prices while keeping store operations and merchandising costs down. A characteristic feature of the format was the use of shipping cartons and other delivery packaging for product presentation, reducing the labor and fixtures required to move goods from the receiving area onto conventional shelves. This approach helped Plus communicate a functional, value-oriented identity rather than a highly service-intensive supermarket experience. The chain operated primarily in Germany but also expanded into several other European markets. At its reported peak, Plus had approximately 2,840 German stores, around 27,000 employees, and roughly 1,200 additional stores in other European countries. Its assortment centered on food and other routine household shopping needs, with the discount model emphasizing price, convenience, and a relatively standardized store network. The business competed in the same broad value grocery environment as other German discount chains, where scale, purchasing efficiency, private-label goods, and tight operating costs were central to performance. Plus also invested in a recognizable consumer-facing identity. In German advertising, the name was presented as the backronym “Prima leben und sparen,” conveying the idea of living well while saving money. Advertising used animated “little prices” as mascots; related plush figures were also sold or distributed as merchandise. The creative system gave the chain a more approachable personality than a purely utilitarian discount format and made price communication a recurring part of its branding. Ownership and strategy changed decisively in the late 2000s. On 16 November 2007, Edeka Group and Tengelmann Group entered a joint venture to acquire Plus. The agreed ownership structure allocated 70 percent of the Plus supermarkets to Edeka and 30 percent to Tengelmann. Rather than preserving Plus as a long-term independent national banner, the transaction led to the integration and redistribution of its store estate. From January 2009, the Plus locations controlled by Edeka were remodeled and converted into branches of Netto Marken-Discount. Tengelmann's remaining Plus supermarkets were sold to other parties. These moves effectively ended Plus as a standalone supermarket chain. The Plus name is therefore principally of historical significance in German grocery retail. Its legacy lies in the expansion of the discount supermarket format, its low-cost carton-display operating model, its price-centered advertising, and the subsequent consolidation of its stores into other retail networks. In 2008, the organization was recognized by PETA as the most pet-friendly discount store, providing a notable example of how the brand also sought distinction through an animal-welfare-related retail policy or reputation. The former official website is no longer an active standalone Plus corporate presence and has been associated with Netto Marken-Discount's online domain.

Plus was founded in Germany in 1972 as a discount supermarket business. Its format was built around the operational logic of discount retail: keep prices low by limiting store presentation and merchandising costs, use a relatively standardized assortment, and move high volumes through a broad network of outlets. One visible consequence was that many products were displayed in the shipping cartons in which they arrived rather than being individually arranged on conventional shelves. This reduced handling and replenishment work and reinforced the chain's practical, no-frills identity. The business grew into a substantial German supermarket network and also operated in a number of other European countries. At the scale reported for the mature business, Plus had approximately 2,840 stores in Germany, about 27,000 employees, and around 1,200 stores elsewhere in Europe. Its principal offer consisted of low-cost groceries and other everyday retail necessities. As with many discount chains, its competitive proposition depended on price perception, purchasing scale, efficient logistics, limited operating complexity, and a consistent customer proposition across stores. Brand communication gave Plus a distinctive advertising personality. In Germany, “Plus” was used as a backronym for “Prima leben und sparen,” a phrase expressing the promise of living well while saving money. The chain used animated “little prices” in its advertising, turning the idea of low prices into recurring characters and visual assets. Plush versions of the mascots were also associated with the brand. This approach helped Plus soften the austere image sometimes associated with discount retail while keeping price central to its communications. The chain's independent history changed after Edeka Group and Tengelmann Group entered a joint venture to acquire Plus on 16 November 2007. The arrangement divided ownership of the Plus supermarkets between the two groups, with Edeka holding 70 percent and Tengelmann 30 percent. The transaction was followed by a network integration rather than a long-term continuation of Plus as a separate banner. From January 2009, the Plus stores belonging to Edeka were remodeled and converted into Netto Marken-Discount stores. The Plus supermarkets associated with Tengelmann were subsequently bought by other parties. Through these changes, the Plus brand disappeared from the market as a standalone chain. The chain was also noted outside its basic price proposition. In 2008, PETA recognized Plus as the most pet-friendly discount store. The recognition is a documented example of a non-price attribute associated with the brand during its final period of operation. After the store conversions and sales, Plus remained mainly as a historical retail name. Its former website is no longer presented as an independent Plus destination and has been linked to the Netto Marken-Discount online presence.

1. 2009Edeka-owned Plus stores are converted to Netto Marken-Discount

   Beginning in January, stores from the Edeka-controlled Plus estate are remodeled and rebranded as Netto Marken-Discount branches.

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2. 2008PETA names Plus the most pet-friendly discount store

   Plus receives recognition from PETA for its pet-friendliness.

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3. 2007Edeka and Tengelmann acquire Plus through a joint venture

   On 16 November, Edeka Group and Tengelmann Group enter a joint venture to acquire Plus, with a reported 70 percent and 30 percent ownership allocation respectively.

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4. 1972Plus is founded in Germany

   The Plus discount supermarket chain is established in Germany.

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A mass-market discount supermarket offering everyday groceries at low prices through a standardized, cost-conscious store format.

• Everyday grocery assortmentGroceries

  Plus's principal offer was a low-price selection of everyday food and grocery products. The assortment supported routine household shopping rather than a specialist retail proposition, with the chain's value coming from discount pricing, standardized operations, and broad store coverage. Products were characteristically presented in delivery cartons or similarly simple displays to reduce handling and merchandising expense.

• Household essentialsHousehold goods

  Alongside food, Plus stores carried everyday household necessities associated with a general discount supermarket. These products complemented the core grocery trip and were sold within the same cost-conscious, standardized retail environment. Specific branded or private-label product lines are not identified in the available reference material.

• Prima leben und sparen

  Germany

  Plus used its name as the advertising backronym “Prima leben und sparen,” communicating a combination of everyday quality and savings. Advertising featured animated “little prices,” which turned the price promise into recognizable characters and related merchandise.

  Outcome. The campaign language and mascots became notable elements of Plus's German brand identity.

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• 2009Conversion of Plus stores into Netto Marken-Discount branchesStrategy

  Following the Edeka-Tengelmann transaction, Edeka controlled a majority of the Plus supermarket estate.

  What changed. Beginning in January, Edeka-owned Plus stores were remodeled and converted into Netto Marken-Discount stores, while Tengelmann's Plus supermarkets were acquired by other parties.

  Aftermath. Plus ceased to operate as a standalone supermarket banner.

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• 2007Joint-venture acquisition by Edeka and TengelmannM&A

  Plus was acquired through a joint venture formed by Edeka Group and Tengelmann Group on 16 November 2007.

  What changed. The reported ownership allocation gave Edeka 70 percent of the Plus supermarkets and Tengelmann 30 percent.

  Aftermath. The transaction led to the subsequent redistribution and rebranding of the store network rather than preserving Plus as an independent chain.

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• 2009Plus stores begin conversion to Netto Marken-Discount

  Stores in the Plus estate owned by Edeka were remodeled and converted into Netto Marken-Discount branches, accelerating the retirement of the Plus banner.

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• 2008Plus recognized by PETA as the most pet-friendly discount store

  Plus received recognition from PETA as the most pet-friendly discount store, adding an animal-welfare distinction to its retail reputation.

  Other
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• 2007Edeka and Tengelmann agree joint venture to acquire Plus

  Edeka Group and Tengelmann Group entered a joint venture to acquire the Plus supermarket chain, with Edeka holding 70 percent of the Plus supermarkets and Tengelmann holding 30 percent.

  M&A
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1. Plus (German supermarket)
2. Former Plus official website