Penny opens influencer-themed supermarket in Frankfurt

The discount retailer Penny has opened a unique themed supermarket in Frankfurt called ‘Penny Leylaland’. Designed in collaboration with influencer Leyla Heiter, the store features an unconventional aesthetic for a discounter, including golden palm trees, chandeliers, and a life-sized statue of Heiter.

Despite the glamorous decor, the store operates as a standard Penny location, offering approximately 3,500 items across 800 square meters without additional surcharges. The concept is intended to be a permanent fixture rather than a temporary marketing activation.