Sebastian Rennack, Senior Retail Analyst for Central & Eastern Europe, Lebensmittel Zeitung

Schwarz Group Conquers Central & Eastern Europe - What does that mean for Bulgarian retail?

Sebastian Rennack covers the CEE & SEE country markets at Lebensmittel Zeitung (LZ), the leading German weekly publication for the FMCG and food retail sector.


As a German expatriate who has been working and living for more than 15 years in the region, he provides deep market insights that combine strategic perspective, analytical data and practical shop-floor experience.


Sebastian held various retail operations and project management roles for Metro Group and Schwarz Group in Poland, Russia and Ukraine. With his market expertise he contributed to organisational build-up and the development of national sales concepts, for big box as well as for discounting formats.


Sebastian obtained his master degree in Business Administration (Diplom-Kaufmann) at the University of Passau and also studied at the State University of Management in Moscow.




Schwarz Group Conquers Central & Eastern Europe - ​What does that mean for the Bulgarian Retail Market?

German retailers have a prominent place among the Bulgarian Top-10-Grocers. Understanding the competitive dynamics and strategic trajectories in their German home market can be vital to also understand the future development of these industry leaders in Southeast Europe.

Lidl has been expanding its footprint in the region and seems unstoppable. In Bulgaria it is only a matter of time, when it will reach the top position and pass sister banner Kaufland. However, in its home market it is the supermarkets – among them Rewe, the sister banner of Billa – that have been increasing the lead against discounters. This for the third year in a row.

What is the success formula of Lidl’s evolution in the region? Is Lidl still a discounter? With the hypermarket channel seemingly a dying species, how does Kaufland hold its ground? And how could local retailers benefit from the experience of German supermarkets against these two price-driven retail giants? More information, data, case studies and benchmarks in my presentation at ‘Retail in 2021’.