Overview

• After 13 years, Penny will retire its namesake private label in Germany and transfer roughly 400 items into existing sub-brands such as Bäckerkrönung, San Fabio and Lindenhof.
• The transition will unfold over several months, using up existing packaging to minimise waste before the final Penny-branded products disappear.
• Despite removing the base brand, Penny’s logo will remain on packaging as the official product sender.
• Executives say the overhaul responds to evolving customer demands and heightened competition by simplifying the assortment.
• Penny has assured customers that no price increases will result from the rebranding and that low-cost private-label offerings will continue.