Press Releases

Start-up Emmas Enkel continues to expand


  • Multi-channel retailer Emmas Enkel opens new store in Berlin on 29 September 2015
  • Additional openings planned in Dortmund, Cologne and Duesseldorf this year

Duesseldorf, 29 September 2015. Multi-channel retailer Emmas Enkel continues to forge ahead with its expansion in German city centres. The online grocery retailer now also operates a store in Berlin-Friedrichshain. In line with the planned extension of its domestic store network, the company expects to open additional stores in three major cities in North Rhine-Westphalia – Dortmund, Cologne and Duesseldorf – before the end of the year.

The newly opened Emmas Enkel store in Berlin is situated in a central location at Boxhagener Platz, Krossener Straße 19 in Berlin-Friedrichshain. It is based on the multi-channel start-up’s basic concept of combining the ambience of a traditional mom-and-pop store with the comfort of modern online shopping: seating combined with the option to place online orders provide for a modern store environment. In the German capital, the assortment will be focused on convenience products as well as regional articles and innovative food items. Customers will be able to buy craft beer, soups to go and the fresh produce of a regional butcher shop. Emmas Enkel already operates a partner store in Berlin’s Wilmersdorf district. In addition, three Emmas Enkel stores are scheduled to be opened in Dortmund, Cologne and Duesseldorf before the end of the year.

METRO GROUP had acquired a 15 percent stake in the Duesseldorf-based startup in December 2014. METRO sales line Real supplies the city-centre stores with high-quality food products, regional fresh produce, household items and toiletries as well as own-brand articles.

Emmas Enkel offers customers these products over the counter at a centrally located "mom-and-pop" store, just like it was "in the old days", or via a digital corner store, smartphone app or online shop. In addition, a monitor wall designed like a market stall on the METRO GROUP Campus in Duesseldorf enables employees to shop in passing.

About 3,500 products are available at the various locations. Customers either pick up their shopping from the outlet or have their shopping home-delivered the same day via the food delivery service. Deliveries are always made from one of the outlets, where staff pick the shopping basket as per customer wishes.