What Kaufland Romania & Moldova does

Kaufland Romania & Moldova is the Romanian and Moldovan operating subsidiary of Germany's Schwarz Group, operating a hypermarket retail chain under the legal entity S.C. Kaufland Romania S.C.S. Founded in Romania in 2005 and headquartered in Bucharest, the company runs over 190 stores across Romania with expanded operations into Moldova and a workforce of more than 18,000 employees, making it one of the largest physical grocery footprints in the country. The retailer serves price-sensitive Romanian consumers navigating a 5.8% inflation environment, sourcing 85% of its food assortment domestically and operating a phygital model that combines physical hypermarkets with self-checkout, the Kaufland Card loyalty programme, and last-mile delivery through partnerships with Glovo and Wolt in urban areas.

The company's core technology stack centers on AI integration across retail operations, including AI-powered supply chain forecasting, dynamic pricing systems, and demand planning, framed publicly by CEO Marco Hoessl as central to the 2025 strategy. The Kaufland Card loyalty programme and e-commerce delivery integrations serve as the primary data and digital engagement layers on top of the physical store base. Product offerings span hypermarket assortment across food and non-food categories, private-label lines (including pet food), self-checkout infrastructure, and structured talent programs such as the Kaufland Trainee Program and the interactive Kaufland 360° Experience for recruitment.

Kaufland Romania & Moldova generates revenue primarily through traditional retail sales of goods across its physical store network, supplemented by delivery-fee revenue and incremental orders from Glovo and Wolt partnerships. The go-to-market is direct-to-consumer through hypermarket storefronts, with an 11-time Top Employer designation (Angajator de Top), Valuable 500 diversity recognition, and active multi-channel marketing through paid social, paid search, and an employer careers portal. As a wholly-owned subsidiary of the Schwarz Group, the entity is privately held, does not raise external funding, and operates with no publicly disclosed revenue, ARR, or ownership changes.

Name

Kaufland Romania & Moldova

Legal name

S.C. Kaufland Romania S.C.S.

Website

https://cariere.kaufland.ro

Company type

Private

Founded year

2005

Operating status

Operating

Short description

Kaufland Romania & Moldova operates 190+ hypermarket stores across Romania and Moldova under Germany's Schwarz Group, serving price-sensitive consumers with 85% domestically sourced food, AI-integrated operations, a phygital retail model, and delivery partnerships with Glovo and Wolt.

Ownership category

akta.pro rank

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales: Traditional retail revenue from sale of goods through physical hypermarket stores, with 85% domestic food sourcing strategy. Additional revenue from e-commerce delivery services through Glovo and Wolt partnerships.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Kaufland Romania & Moldova operates a network of 190+ hypermarket stores selling food and non-food products to consumers in Romania and Moldova. Its offering combines a physical store network with digital channels (self-checkout, e-commerce delivery via Glovo and Wolt), the Kaufland Card loyalty programme, and private-label product lines. Approximately 85% of its food assortment is sourced domestically.

Product overview

Kaufland Romania & Moldova operates as a hypermarket retail chain offering physical store-based shopping alongside digital services. The core offering consists of physical Kaufland Stores with over 190 locations in Romania, complemented by a loyalty programme (Kaufland Card), self-checkout systems, and e-commerce delivery partnerships with Glovo and Wolt for urban customers. The retailer also offers private label products including pet food. Career-related products include the Trainee Program and the interactive 360° Experience for recruitment.

Differentiator

Problem solved

Functional benefit

Products and services

• Kaufland Hypermarket Stores Physical hypermarket stores offering a wide assortment of food and non-food consumer goods to individual consumers and households in Romania and Moldova. The stores are the company's core retail channel and the foundation of its phygital model.
• Kaufland Card Loyalty Programme A loyalty programme offered to Kaufland shoppers that delivers personalized discounts, digital coupons, and rewards across in-store and digital channels. It is aimed at frequent individual consumers and households who shop regularly at Kaufland.
• Kaufland Private Label Pet Food An own-brand range of pet food products developed and marketed under a Kaufland private label, sold in Kaufland hypermarket stores to pet-owning consumers.
• E-commerce Grocery Delivery A digital home delivery service that allows consumers to order Kaufland's assortment online for delivery through partnerships with Glovo and Wolt. The service is targeted at urban, convenience-oriented shoppers who prefer home delivery over in-store visits.

Quantifiable outcome

• 85% domestic food sourcing
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• GlovocoreChannel Partner/ Reseller/ DistributorE-commerce delivery partnership enabling urban consumers to receive grocery deliveries through Glovo's platform. Part of Kaufland's phygital strategy combining physical stores with digital delivery options.
• WoltcoreChannel Partner/ Reseller/ DistributorE-commerce delivery partnership enabling urban consumers to receive grocery deliveries through Wolt's platform. Complements physical store presence with last-mile delivery in urban areas.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lidl Romania: German discounter and the most direct competitor to Kaufland in Romania, with a similar Schwarz/Rewe peer-group heritage and comparable nationwide store footprint competing for price-sensitive Romanian consumers.
• Carrefour Romania: French hypermarket operator with stores across Romania offering a comparable hypermarket assortment, pricing, and omnichannel services — directly competing with Kaufland's physical and digital proposition.
• METRO Romania: Cash-and-carry and foodservice distributor with a Romanian store network targeting HoReCa and small businesses, partially overlapping Kaufland's assortment and B2B-adjacent demand.
• Profi Rom Food: One of the largest Romanian-owned supermarket chains with a dense national footprint, directly competing for the same everyday-grocery basket as Kaufland in both urban and smaller-town locations.
• Auchan Romania: French hypermarket chain operating physical stores and online grocery in Romania, competing head-to-head with Kaufland on hypermarket format, assortment breadth, and price positioning.
• Mega Image: Ahold Delhaize-owned supermarket chain concentrated in Romanian urban areas, competing with Kaufland on proximity, fresh assortment, and a strong proprietary digital and loyalty proposition.
• Selgros Cash & Carry Romania: Cash-and-carry operator (Transgourmet/Coop) serving HoReCa and trade customers with bulk assortments overlapping Kaufland's non-food and grocery wholesale-adjacent ranges.
• Penny Market Romania: Rewe Group's discount banner in Romania, competing directly with Kaufland on price-led grocery in both stand-alone discount stores and urban proximity locations.

Broad incumbents

• Schwarz Group: Parent conglomerate encompassing Kaufland and Lidl, providing group-level procurement, technology, and capital that directly shape Kaufland Romania's competitive position and strategic trajectory.
• Kaufland Deutschland: The original and largest Kaufland market and sister brand under Schwarz Group, sharing the same hypermarket format, private-label strategy, and AI/operational playbook that Romania adopts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kaufland Romania & Moldova