Branding: Penny buries its own brand Penny

Creative: Penny is going its own way with its own brands – in the autumn, the prices were sometimes written in large letters on the packaging.

Penny is cleaning up its private labels. The Rewe subsidiary is ending its special approach to German discounting. The cross-category basic brand under its own name is being discontinued. The retailer is taking a different approach in the future.

Penny is revamping the product range in its stores. The days when the discounter's name was prominently displayed as a private label on items are over.