Selling to Kaufland: how to get listed in Germany
Updated:
In short
Kaufland runs about 790 large hypermarkets in Germany and belongs to the Schwarz group, like Lidl. Buying is central in Neckarsulm, but Kaufland also works with about 1,800 regional suppliers within 30 km of a store. It has a public supplier page with clear routes. On 12 October 2026 Kaufland moved its weekly promotion start from Thursday to Monday.
Kaufland at a glance
| Figure | Value | Source |
|---|---|---|
| Sales Germany 2025 | About €24.4 billion gross (NIQ Trade Dimensions estimate) | Lebensmittel Praxis Top 30, 2026 |
| Kaufland international sales FY2025 | €36.7 billion, +4.3% (March 2025 to February 2026) | Lebensmittel Praxis, 11 Jun 2026 |
| Stores | About 790 in Germany, about 1,600 in total | Schwarz group, FY2025 |
| Regional suppliers | About 1,800, with about 25,000 regional products | Kaufland |
| CEO | Frank Schumann; Ivan Chernev heads Germany since September 2026 | Lebensmittel Praxis, 14 Sep 2026 |
| Purchasing board member | Jochen Baab, since March 2025 | yumda, 17 Feb 2025 |
How Kaufland buys
- Central buying: Kaufland's purchasing department handles goods for stores and the online marketplace. Brands, private label, regional products and non-food are named as areas of interest (Kaufland suppliers).
- Regional: a product is regional if it is made within 30 km of the store. It is marked with the "Regio-Herz" symbol and the place of production. Kaufland says it is always looking for new regional suppliers (Kaufland).
- With Lidl: both are Schwarz group companies in Neckarsulm. Kaufland already sold Lidl's tool brand Parkside. In 2026 it replaces its own non-food brands with further Lidl brands, Silvercrest and Crivit first, then Livarno, Esmara and Lupilu, citing joint purchasing (echo24, 14 Apr 2026).
Getting listed at Kaufland
Kaufland's supplier page names three routes (Kaufland suppliers):
- Goods for stores and the marketplace: contact Kaufland's purchasing through the business partner portal (portal). The portal also covers product data management, EDI, own-brand development (NEO) and sustainability requirements.
- Online marketplace only: register once at the Kaufland Global Marketplace (seller sign-up).
- Goods for Kaufland's own use (fittings, IT, services): through Schwarz Beschaffung (Schwarz Beschaffung).
Standards: Kaufland audits its suppliers regularly and expects standards such as IFS (Kaufland quality promise).
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Promotions at Kaufland
| Element | How it works | Source |
|---|---|---|
| Weekly offers | Since 12 October 2026 the promotion week starts on Monday (before: Thursday) and runs six days, with more than 300 weekly offers | Lebensmittel Praxis, 7 Oct 2026 |
| Extra waves | Further promotions start on Thursday; some offers run only on Friday and Saturday | Lebensmittel Praxis, 7 Oct 2026 |
| Flyer | Delivered at the weekend since earlier in 2026 | Lebensmittel Praxis, 7 Oct 2026 |
| Kaufland Card Xtra | Loyalty programme with personal coupons and free products | Lebensmittel Praxis, 7 Oct 2026 |
Private label and sustainability
- Own brands: K-Classic, K-Favourites, K-Bio, K-take it veggie, K-to go and bevola. They are checked by independent test institutes and tasted regularly; fish and meat products carry a tracking code for origin (Kaufland quality promise).
- Regional: shorter transport and storage for regional and seasonal goods is part of Kaufland's sustainability case (Kaufland).
FAQ
How do I become a supplier to Kaufland?
For goods sold in stores, contact Kaufland's purchasing through the business partner portal linked on its supplier page. Marketplace sellers register separately.
What counts as a regional product at Kaufland?
A product made within 30 km of the store. Kaufland works with about 1,800 regional suppliers.
When do Kaufland promotions start?
On Monday since 12 October 2026, with more promotions from Thursday and some Friday and Saturday offers.
Are Kaufland and Lidl one customer?
No, but both belong to the Schwarz group, share non-food buying and, from 2026, non-food brands.
How Sellva helps
Sellva tracks your Kaufland listings, the new Monday promotions, sell-out and field visits per store, and Sellva Agent flags risks for your KAM.
Sources
- Lebensmittel Praxis: Top 30 food retailers 2025 (2026)
- Lebensmittel Praxis: Schwarz group FY2025 (11 Jun 2026)
- Schwarz group: FY2025 figures
- Lebensmittel Praxis: new head of Kaufland Germany (14 Sep 2026)
- yumda: Kaufland board (17 Feb 2025)
- Kaufland: suppliers; business partner portal; seller sign-up; regional suppliers; quality promise
- Schwarz Beschaffung: business partners
- Lebensmittel Praxis: Kaufland moves promotion start to Monday (7 Oct 2026)
- echo24: Kaufland takes Lidl brands (14 Apr 2026)
This guide is based on public sources. Sellva is not affiliated with Kaufland.