The new strategic approach introduces a dedicated team of buyers focused on local and regional assortments. These buyers will work directly with suppliers, guiding them through the listing process – from quantities and packaging to certifications and quality standards. The assortment will be divided into two macro-categories, with each buyer managing a segment in close collaboration with the existing category buyers.
Suppliers will now also have the option to deliver directly to stores, without going through the central warehouse – a change that reduces bureaucracy and provides more flexibility. At the same time, Kaufland has simplified contracts by offering suppliers clear information on required documentation, volumes, and quality standards.
“(…) Our goal is to have representative suppliers in every city, because we know how important it is for customers to find familiar products from their own communities in our stores,” said Oana Lungu, Executive Director of Purchasing at Kaufland Romania and the Republic of Moldova.
Through this initiative, Kaufland aims to expand the range of local products available on its shelves – from bakery goods and fresh pastries (where the network is already well covered, with 1–2 local producers listed in each store) to dairy, cold cuts, wines, vegetables, and fruits from small farmers. The flexible process allows suppliers to be listed in one or more stores, depending on their reputation and production capacity, with the possibility of scaling organically to become national suppliers over time.
In 2024, Kaufland’s purchases from local suppliers exceeded €2.93 billion, representing more than 80% of its total supplier spending. This means that 65 cents of every euro spent at Kaufland checkouts goes directly to Romanian businesses. The company’s portfolio includes over 19,500 items, with more than 85% of food products being of Romanian origin.
Kaufland Romania ended 2024 with net profit of RON1.15 billion, up 33% against 2023. The advance was almost five times faster than the turnover’s, which allowed the retailer to improve its profit margin to 5.9%.