Real Content Teaser (photo)

Real is one of the leading hypermarket operators in Germany, where it is active both in store-based and online retail. All Real hypermarkets are characterised by a large proportion of high-quality fresh produce, a wide range of non-food articles and attractive prices offering good value for money.


€7,478 M


€100 M

EBIT margin

+1.3 %

Real’s like-for-like sales declined by 1.1 per cent in financial year 2015/16. Due mostly to store closures, reported sales fell by 3.3 per cent to €7.5 billion. The competitive environment in German food retail remains very tenuous and deflationary trends in a large number of product groups are weighing on sales development.

What customers love

More service, more freshness, more emotion and low prices. These are the four central points of the new hybrid store concept with which Real aims to launch a food-retailing revolution. Since the end of November 2016, the sales line has been testing the concept at the Krefeld store – in response to key trends such as growing health and nutrition awareness and the demand for freshly prepared convenience products and better service. To optimally fulfil the emotional as well as rational wishes of its customers, Real has defined six programme pillars: 1. The fresh food area features new offerings including freshly prepared pizza and pasta, sushi, an open-view bakery and more. 2. Clearly designated key product groups are being newly presented, in close cooperation with the online shop. 3. The boutique-style presentation of goods gives customers the feeling of entering an exclusive shop. 4. Seasonal displays serve customers in the store as a source of inspiration. 5. Offerings of organically grown products and of items for vegetarians, vegans and allergy sufferers are becoming more varied. 6. Real continues to expand its digital points of contact, its cross-linking possibilities, and offerings such as e-coupons, e-receipts and apps.

At the beginning of June 2016, Real and its collective bargaining partners agreed on the heads of terms of a new bargaining contract and thus created a good foundation for the future.

Online sales continued to develop very positively, again rising markedly by nearly 50 per cent to €68 million in financial year 2015/16.

EBIT at Real totalled €103 million in financial year 2015/16 (2014/15: €−441 million). EBIT in the previous year still included special items for non-cash impairment losses on goodwill and store closures in particular.

EBIT before special items climbed from €88 million to €100 million. This improvement, which was achieved despite the decline in sales, was partly due to improved purchasing terms, the successful conclusion of collective bargaining negotiations and closures of loss-making stores.

In financial year 2015/16, Real’s German store network was reduced by 8 to 285 stores.

For more information, see the Annual Report 2015/16.

Key figures Real 2015/16

in year-on-year comparison

 Download XLS (24KB)




Change in % compared with the previous year’s period









2014/15 € million

2015/16 € million

in group currency (€)

Currency effects in percentage points

in local currency

like-for-like sales in local currency


Before special items


Before special items; the EBIT margin shows the EBIT/sales ratio


















EBIT margin (%)2



Locations (number)



Selling space (1,000 m2)