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Germany: Penny changes its name

Discount Retail Chain Penny changes its name and thus repositions itself. The name change mainly affects Austria and is part of a comprehensive brand relaunch.


Penny changes the name: Goals and background of the change

The name change and the new design apply to Austria. There, the discounter will no longer be called "Penny Markt" from May 8, 2025, but only "Penny".

  • The renaming is accompanied by a new, modern logo, a yellow dot as a mascot and the new slogan "Da schau her."

  • Penny wants to appear more modern, clearer and more uniform with the new brand identity. The new design and the shorter name are intended to present the brand in a more contemporary way and strengthen its recognizability, even in an international comparison, as the new logo has been standard in Germany and other countries for some time.

  • The modernization includes not only the name and logo, but also the redesign of the stores, clearer shelves and an improved shopping experience.

  • To mark the launch of the new brand identity, there are numerous promotions in Austria, including 1,000 free purchases, competitions in the app and vouchers.

  • By the way: In Germany, "Penny" has been established as a brand and the new logo has been established since 2012.


Meaning of the new claim "Da schau her" at Penny

The new slogan "Look here." accompanies Penny's brand relaunch in Austria and has several meanings:

  • In Austrian and southern German usage, the claim is a phrase that means something like "Look!" or "Look at that!". It is intended to arouse curiosity and draw attention to the innovations at Penny.

  • As it is a local idiom, the slogan also underlines Penny's roots in Austria and appeals to customers with a familiar, sympathetic wording.

  • As part of the repositioning, "Da schau her." stands for Penny's core values: freshness, quality, value for money and customer proximity. The claim is intended to get to the heart of the fact that Penny offers more with the new appearance than many might expect.





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