Overview

• Penny will retire its eponymous private label across all stores after 13 years, affecting over 400 products.
• Discontinued items will be rebranded under existing labels such as San Fabio, Bäckerkrönung and Lindenhof, with a small Penny logo retained as the manufacturer.
• The gradual phase-out began this week using current packaging to avoid waste and will roll out at different paces across regions.
• Penny insists that the rebranding process will not lead to any price hikes.
• The move seeks to simplify a previously complex assortment and align with changing shopper demands as competition intensifies in the German discount market.