sale talk


Real is one of the most innovative companies in the German retail industry and a standard setter. We stock a high proportion of fresh produce, attractive non-food articles and a range spanning a total of 80,000 products in stores with 5,000 to 15,000 square metres of selling space. With everything under one roof, we make shopping quick and easy. "Real: one store, you won’t need more!" Freshness. Quality. Variety.

Real guarantees a unique, customer-oriented shopping experience.

The store concept is tailored to local customers’ needs. Real offers a comprehensive range of everyday items, from discount to premium ranges. Customers know what to expect: high-quality products, a personal shopping atmosphere, individual advice, and fresh, varied, regional products.

Real stocks a high-quality range of brand-name products and strong own brands.

  • The no-name brand comprises basic products offering excellent value for money.
  • "Tip" is perfect for everyone looking for quality at discount prices.
  • "Real Quality" boasts quality to rival the leading brands at a permanently lower price.
  • "Real Selection" is a varied premium range for customers who set great store by high-quality products.
  • "Real Bio" is made up of approximately 200 organic products which comply with the EC Regulation on organic farming.

Quality, variety and freshness are Real's top priorities. The range includes regional and organic products. Real was also the first German retailer to offer fruit and vegetables grown in line with the principles of permaculture – a special type of organic farming.

In addition to all this, customers can find a large selection of non-food items in store – from electronics, books and DVDs to household products, textiles and shoes. Real is a pioneer in the German retail industry with its innovative store concepts. These include 'Meine Drogerie', 'Meine Familie' and the shop-in-shop concept 'Best of Books'. Further examples are its three household and homeware concepts: 'In bester Ordnung', 'Ideen für Zuhause' and 'Lust auf Kochen'.

Since late 2016, Real has been presenting its new Food Lover concept at its completely renovated pilot store in Krefeld am Niederrhein. Now called 'Markthalle' ('indoor market'), it offers customers a superlative shopping experience with more customer service, more fresh produce and more emotional appeal. "Live the good life" is the philosophy behind all of the food and non-food departments.

The range in Krefeld leaves nothing to be desired. The store is laid out like a traditional indoor market, with lots of small-scale traders under one roof, from a butcher and an artisan baker to a coffee roaster. There is also a food court with a unique offering. Culinary delights and lust for life – that is what the new concept is all about.

Markthalle Krefeld is part of Real's strategic realignment. The aim is to strike out on new paths and drive innovations. With Real, the future of shopping starts today.

fruit assortment
Tablet in front of fruit

Real was quick to recognise the signs of our times. We were one of the first retailers to use new media for our marketing and communications. Our customers can already enter into dialogue with us in a wide range of ways - from the national and regional Real Facebook pages and our corporate website to the Real app and our two Twitter channels.

The Real online shop presents more than 5.5 million products in 5,000 categories. Some of these items can be ordered online and collected from the customer’s chosen Real store. We have adopted a multichannel strategy, meaning that our online and bricks-and-mortar sales are closely linked with one another. In addition to the online store, we offer a click-and-collect service, online grocery shopping and a delivery service in selected towns and cities. For more information, visit

Real accepts responsibility for people, the environment and society. Sustainability is firmly embedded in our company policy and our procurement strategy. We support families and children, help charities, and are involved in funding for the disabled and sports sponsorship. In addition to this, Real promotes healthy living and enables accessible, pensioner-friendly shopping.

Sustainable solutions are becoming more and more important throughout the value chain, which is why Real chooses products made in socially and environmentally ethical ways, for example. Furthermore, the company aims to slash its greenhouse gas emissions – its target is a reduction of at least 50 per cent per square metre of selling space by 2030. The reference year is 2011.

Real Screenshot

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