Penny is one of the top five groceries discounter in Germany. To grow and expand it was necessary to restructure the company and the product range. The market is dominated by Aldi and Lidl, who went straight for the price and not for the customer in the past. Penny is the first discounter that puts the customer and service first – still offering discount products, of course. A unique design quality helps to push Penny further transforming it into customer’s most liked discounter brand.