Kaufland, the new supermarket powerhouse, that is poised to enter Australia, has shared its plans for expansion and its aims to disrupt the retail landscape as we know it.

Earlier this year, we shared that the German company was soon to be bursting into Australia.

Kaufland has been quietly making plans and putting down stakes in local areas but now there is confirmation that the retailer is planning to open nine stores in Victoria, including Oakleigh South, in the city’s south east, and Coolaroo, in Melbourne’s north, as reported in news.com.au.


More Than 20 Stores Already Planned

A few months ago, the retail giant announced that the first three sites would be situated in Dandenong, Epping and Chirnside Park.

The Kaufland network also includes six more locations across South Australia and Victoria and the inevitable Sydney stores haven’t even been made public yet.

Queensland University of Technology marketing professor Dr Gary Mortimer spoke to news.com.au. saying:
“It’s moving along at a rapid pace, it’s certainly moving much faster than many of us expected,”
“If we went back even as recent as six months, the initial indication was that they would launch somewhere between eight and 12 stores in 2020.

“Now it looks like they’ve decided to push that out to 2021 and capture more sites.”

Big Financial Injection

Kaufland Australia managing director Julia Kern has said that the stores in Victoria, together with the headquarters and distribution centre would add up to half a billion dollars into the state and provide as many as 2400 new jobs.

“Our aim is to raise the bar in retail excellence and provide an uncompromising quality food shop for our customers.”

Victorians are going to get the first taste of Kaufland with the first two stores under construction.


So how does Kaufland compare to our local supermarkets?

1) SIZE – Kaufland stores are mammoth and can measure up to 20,000 square metres – which is five times larger than a flagship Coles or Woolies and over 15 times bigger than an average Aldi. Bunnings is around 15,000 square metres so we’re talking BIG!

2) RANGE – Kaufland may be comparable to Aldi in terms of price. However, Kaufland stocks around 40,000 different items, while Aldi may only have 1,300 on its shelves. Kaufland also sells real brands.

3) MOTHERSHIP – Kaufland is backed by Schwarz Gruppe – the fourth biggest retailer in the world so it has the financial clout and experience to majorly disrupt the existing retail playground.

Coles and Woolies have strong foundations to survive the entry of a brand new player and have loyalty and low prices on their side.

However, this German rival will certainly mix things up a bit, especially since its planning to sell a full range of rock-bottom priced department store goods. So watch out Kmart and Target!

Are you looking forward to a new supermarket chain? Tell us your thoughts in the comments below.

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  • I have never heard of it but interesting to see what happens.


  • I’d be interested to try it and compare.


  • Seems really interesting


  • I can’t wait,I love the look of the bakery section in the photo.Looking forward to the one that is going to be built in Chirnside Park,Vic.


  • Would be interesting to see how it goes.


  • I’ve never heard of it either though if they are good then why not…?


  • I’ve never heard of this chain. Here in Tassie, I’m still waiting to see an Aldi. Every time I visit my son in Victoria, we shop at Aldi every week and I just love their range, their prices, that they source a lot of Australian products and their extra special specials to keep things interesting


  • This is really exciting I love trying new things!


  • As much as it’s exciting I find it sad we can’t afford to buy australian products all the time


  • I can’t wait for one to open near my, I’ll be checking it out that’s for sure.


  • Well I do not think I will have to worry about this happening soon here in WA as the Eastern states really only get these type of stores.


  • Yes I can’t wait ,
    I want something new and competitive


  • I live in the country so I don’t think I’ll experience this supermarket.


  • Bring them on …the more competition the better.


  • I don’t need bigger or more in a supermarket. I’ve never shopped at Costco because I find the whole idea of it overwhelming. Aldi is a sometimes visit, not a must go to. There won’t be one near my home so I’m not sure when I would ever visit Kaufland.


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