Last Wednesday, 30 March, the Metro group announced the acquisition of online retailer Redcoon, a transaction that it hopes will enable it to catch up to its rivals in a the fast-growing business of e-Commerce. The contacts have been known for some time. In fact, during the presentation of the Metro results, executives from the group had already indicated that they would soon announced the acquisition of an important European e-tailer. Redcoon will now become a part of the group as an independent operating unit, although as part of the Media Saturn Holding business structure, according to sources from the company.
The transaction, whose final price has not been revealed, will not change the group's initial online commerce plans. At the international level, the 'Saturn' brand will launch its online shop in the second half of this year, while the implementation of the 'Media Markt' brand will continue in early 2012.
The idea is for both brands to take advantage of a multi-channel strategy, benefiting from synergies between the physical and virtual shops, while Redcoon will continue to operate as a pure player.