Kaufland Bulgaria

Name

Kaufland Bulgaria

Legal name

Кауфланд България ЕООД енд Ко КД

Website

https://kaufland.bg

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Traditional brick-and-mortar hypermarket retail operations selling food, beverages, household goods, clothing, toys, cosmetics, and other consumer products across 71 stores in Bulgaria.
2. Private Label Products: Sale of proprietary brand products including K-Classic, K-Bio, K-take it Veggie, Hip & Hopps, Kuniboo, Kidland, bevola, Talentus, K-Favourites, and PARKSIDE through company-owned retail locations.
3. Loyalty Program: Kaufland Card XTRA loyalty program driving customer retention with XTRA coins, partner discounts, coupons, and special product offers.
4. Delivery Services: Delivery partnership with Glovo for customer convenience and e-commerce fulfillment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels11 records

Core offering

Kaufland Bulgaria operates a chain of 71 hypermarket stores across 35 Bulgarian cities selling groceries, fresh foods, beverages, household goods, clothing, toys, cosmetics, and specialty consumer products. The retailer complements its physical store operations with an integrated loyalty program (Kaufland Card XTRA), a mobile application (K-App), weekly promotional brochures, a recipe content database, digital shopping lists, and a delivery partnership with Glovo. Revenue is generated primarily through in-store sales of branded and private-label merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• K-Bio: Organic/bio products brand offering over 350 bio products at accessible prices, certified under EU organic standards.
• K-take It Veggie
• Kuniboo
• Hip & Hopps
• Kidland
• Talentus
• bevola
• K-Favourites
• K-Classic
• Chef Mesar (Шеф месар)
• Brey (Брей!)
• PARKSIDE

Products and services

• K-Classic (Private Label Brand) A value-oriented private label brand offering a broad range of everyday grocery and household products at affordable prices, sold exclusively in Kaufland Bulgaria stores.
• K-Bio (Organic Private Label Brand) A private label organic/bio food brand offering over 350 EU-certified bio products with no artificial colors, additives, or flavorings, available at Kaufland Bulgaria stores.
• K-take It Veggie (Vegetarian/Vegan Private Label Brand) A private label vegetarian and vegan product line offering tofu, vegetarian sausages and pates, and plant-based beverages (soy, almond, oat, rice), each carrying an internationally recognized bio certificate and the European V-Label.
• K-Favourites (Premium Private Label Brand) A premium private label brand offering fine ingredients for special occasions, including premium pasta, deluxe sausages and cheeses, chocolates, and delicacies from Italy and Spain.
• Hip & Hopps (Children's Clothing Private Label Brand) A private label children's clothing brand for school-age children, offering modern designs in GOTS-certified organic cotton, with high quality, durability, and functionality at affordable prices.
• Kuniboo (Baby and Toddler Private Label Brand) A private label brand for babies and young children (0–3 years) offering baby clothing, diapers (formerly BEVOLA diapers), bottles, pacifiers, safety products, and toys, made from GOTS-certified organic cotton and featuring the Kuniboo raccoon mascot.
• Kidland (Children's Toys Private Label Brand) A private label children's toy brand offering wooden toys, plush toys, puzzles, and educational toys, made from FSC-certified wood sourced from sustainable forests, TÜV-certified, meeting high quality and safety standards.
• bevola (Cosmetics Private Label Brand) A private label cosmetic brand offering over 150 products for natural personal care, including hair styling and care, facial care, body care, oral hygiene, bath and shower products, and sun protection for men, women, babies, and children.
• Talentus (Stationery Private Label Brand) A private label stationery and school supplies brand offering pens, pencils, paper products, folders, and office supplies, made from FSC-certified materials with Blauer Engel recycled paper certification.
• Chef Mesar / Шеф месар (Meat Private Label Brand) A private label meat brand offering high-quality fresh and processed meat products at Kaufland Bulgaria stores.
• Brei! / Брей! (Private Label Brand) A private label brand listed among Kaufland Bulgaria's own brands.
• PARKSIDE (DIY/Tools Private Label Brand) A private label brand offering a range of DIY tools and equipment available at Kaufland Bulgaria stores.
• Kaufland Card XTRA (Loyalty Program) The primary loyalty program of Kaufland Bulgaria. Customers earn XTRA points, receive XTRA coupons, access XTRA partner discounts, and can purchase select products for 0.01 EUR, available via physical card and mobile app integration with digital brochures and promotional offers.
• K-App (Kaufland Mobile Application) Kaufland's digital shopping assistant mobile app. Users can browse weekly offers, create and share shopping lists, view digital receipts, access coupons, and discover products priced at 0.01 EUR.
• Kaufland Brochures (Digital Weekly Promotional Brochures) Digital weekly promotional brochures accessible online via the Kaufland website, mobile app, Viber, and WhatsApp Channel. Customers can browse current and upcoming promotions, filter by category, and access store-specific offers.
• Kaufland Recipes (Recipe Content Database) A recipe database featuring approximately 1,407 recipes with search and filtering by difficulty level, preparation time, dietary restrictions (vegan, vegetarian, lactose-free, gluten-free), and ingredient categories. Users can add recipe ingredients directly to a shopping list.
• Kaufland Glovo Delivery (Grocery Delivery Service) Grocery delivery service provided through a partnership with Glovo, allowing customers to receive their purchases via a third-party courier.

Quantifiable outcome

• Expected 30% reduction in electricity consumption through energy-efficient upgrades

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• GlovocoreChannel Partner/ Reseller/ DistributorGlovo provides delivery services for Kaufland Bulgaria, enabling customers to receive grocery orders through the Glovo platform. This partnership extends the retailer's reach beyond physical store visits and provides convenience for time-pressed consumers who prefer home delivery.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Piccadilly Bulgaria: Bulgarian supermarket chain competing in the same grocery retail category. Provides a like-for-like comparison for store-level economics and private-label penetration in the Bulgarian market.
• CBA Bulgaria: Bulgarian grocery chain with neighbourhood and supermarket formats. Comparable product mix in food and household goods, but with smaller store footprint and different customer base than Kaufland hypermarkets.

Direct peers

• Metro Cash & Carry Bulgaria: Wholesale/cash-and-carry retail operator in Bulgaria serving HoReCa and small businesses. Comparable in scale and broad-assortment format to Kaufland's hypermarket operations, with overlapping customer bases in food and non-food.
• Fantastico: Leading Bulgarian-owned supermarket and hypermarket chain. Directly competes with Kaufland Bulgaria across food, household goods, and private-label products in Bulgarian cities.
• Billa Bulgaria: Supermarket chain in Bulgaria operated by REWE Group. Competes with Kaufland Bulgaria in grocery retail, loyalty programmes, and private-label offerings across Bulgarian cities.
• Lidl Bulgaria: Discount grocery chain operating in Bulgaria, also owned by Schwarz Group. Directly competes with Kaufland Bulgaria on price and private label across overlapping store locations, making it the most comparable peer.

Broad incumbents

• Kaufland (Schwarz Group, other markets): Parent brand Kaufland operates hypermarkets across Germany, Poland, Czechia, Romania, Croatia and other European countries. Comparable business model, private-label portfolio, and loyalty mechanics, with broader geographic scale.
• Carrefour (international): Global hypermarket operator with comparable broad-assortment model and private-label strategy. Useful as a strategic benchmark for hypermarket format economics, although not directly competing in Bulgaria.
• Lidl (Schwarz Group, international): Sister discount chain of Kaufland within Schwarz Group, operating across Europe. Comparable in private-label depth, supply-chain scale, and digital engagement, but with a discount rather than hypermarket format.

Emerging players

• Hit (Hrvatska trgovina): Croatian hypermarket and retail chain with comparable format and regional Central/Eastern European positioning. Useful for benchmarking hypermarket strategies in adjacent markets with similar consumer profiles.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCIzVNng6-7Zx_USODSUmOmw
• Facebookfacebook.com/kaufland.bulgaria
• LinkedInlinkedin.com/company/kaufland-bulgaria
• Instagraminstagram.com/kauflandbulgaria
• Pinterestpinterest.com/kauflandbulgaria
• TikToktiktok.com/@kauflandbulgaria

Revenue estimate

Valuation estimate

Number of profiles

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 Bulgaria