Penny Italia accelerates on the Italian large-scale retail market and aims to strengthen its presence with new openings, renovation of sales points and a model that is increasingly closer to local consumption habits. The discounter closed 2025 with a turnover of around 1.7 billion euros and aims to reach 2 billion within a few years. The new CEO Arnd Riehl indicates the goal. The growth is part of a context in which the discount channel has also gained weight in Italy.
Penny Italia’s growth plan
Penny Italia today has around 460 active sales points throughout the country. The development plan includes an average of 15 new openings per year, with the aim of gradually increasing coverage of the country. “In 2025 our turnover amounted to approximately 1.7 billion euros, and we want to reach 2 billion within a few years,” explained Riehl. According to the CEO, the conditions for reaching the target are positive, also because in the last year the company has grown more than the discount channel average. Riehl specified that the company remains open to possible mergers and acquisitions, should opportunities arise consistent with the development plan.
Investments of 200 million by 2028
In 2026 Penny Italia has allocated approximately 70 million euros to new openings, renewal of the network and modernization of existing stores. The goal is to reach a total of 200 million euros by 2028. The resources will be used to strengthen the presence of the brand, improve the efficiency of the points of sale and also intervene on the sustainability of the buildings.
Among the priorities indicated by the company are energy efficiency, the modernization of commercial spaces and the adaptation of stores to new customer needs. The plan may also include some closures, but the overall balance will remain positive thanks to the number of new openings planned.
Made in Italy and national supply chain
According to what was declared by the CEO, 90% of Penny Italia’s suppliers are national and approximately 75% of the products are Made in Italy. The choice responds to the need to adapt the discount model to Italian food culture, which is very different from that of other European markets. “Here you have a food culture that is extremely different from the German one,” Riehl underlined. For this reason the company aims to offer savings without sacrificing the quality and recognisability of the products.
The “Let’s embrace Italian business” program also falls in this direction, born during the pandemic and aimed above all at private label products. The project allows us to maintain a shorter supply chain and strengthen the direct relationship with small and medium-sized local businesses.
Focus on Centre-South, Puglia and Sicily
The expansion plan pays particular attention to the Centre-South, an area in which the discount store has historically encountered greater difficulties due to the widespread presence of local large-scale retail operators. In 2026 Penny Italia has already opened new stores in Locri, Calabria, and in San Giovanni La Punta, in the province of Catania.
According to Riehl, the most interesting southern markets for future openings are Puglia and Sicily. Among the areas considered strategic is also Lazio, which despite being further north than the South offers growth opportunities for the brand.
Territorial development, together with investments in the network and the strengthening of the fresh offer, represents one of the main levers for reaching the 2 billion turnover milestone in the coming years.
