[REVISION HISTORY]

Kaufland retail model and drugstore expansion

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2026-10-03 07:21 UTC → 2026-10-03 19:24 UTC · added ~~removed~~

Kaufland is implementing a strategic shift in its German retail model by expanding its drugstore segment and upgrading checkout technology. The company is working to increase its self-service checkout network, aiming for over 8,000 terminals across Germany, with approximately 2,000 already operational. A central part of this expansion involves a major rebranding and restructuring of its private label products and drugstore departments. The company is redesigning over 4,500 products to create a unified visual identity. This includes renaming ‘K-Favourites’ to ‘K-Gold Edition’, ‘K-take it veggie’ to ‘K-Plant Based’, and ‘K-Bio’ to ‘K-Bio Organic’. To assist customer recognition, all new packaging will feature a consistent white corner containing the red Kaufland ‘K’ logo. The retailer’s largest brand, ‘K-Classic’, will retain its name and serve as the design template for these new sub-brands. The restructuring of the Bevola care line is also a key component, utilizing a new three-digit numbering system to help customers identify product types, effects, and scents. Beyond packaging, Kaufland is physically redesigning drugstore areas with brighter lighting, lower shelves, and improved layouts to increase clarity. Testing for these concepts is currently being conducted in an innovation lab at a Berlin branch, with a gradual rollout planned across Germany following initial tests in Berlin and Sinsheim. To compete more directly with specialized drugstores, Kaufland is further enhancing the cosmetics and personal hygiene experience. This ~~rebranding initiative follows a period~~ includes the introduction of ~~scrutiny regarding store hygiene~~ fragrance stations that ~~resulted in~~ allow customers to test scents without opening bottles. Additionally, the ~~temporary closure~~ retailer is testing artificial intelligence technology in selected Berlin branches, such as smart mirrors capable of ~~two locations. In response, Kaufland has announced a 5-point plan~~ analyzing skin and ~~an investment of 500 million euros, which includes cleanliness audits conducted by TÜV Süd.~~ hair conditions to provide personalized product recommendations.

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