Bucharest, August 13, 2025 – On October 13, 2005, Kaufland opened its first store in Romania, in the Colentina neighborhood of Bucharest. Two decades later, the company is one of the largest private employers in the country, with a team of approximately 18,000 employees, a network of 193 stores across all counties, two logistics centers, and two administrative offices. Over these 20 years, Kaufland has invested more than 15.6 billion RON in the local economy and contributed over 6.3 billion RON to the state budget in taxes and duties in just the past 10 years.

Kaufland – a trusted brand for millions of Romanians

According to a study conducted with the support of iSense Solutions, more than 9 out of 10 Romanians are familiar with the Kaufland brand, associating it with stability and trust. Customers value most the quality-to-price ratio, attractive promotions, wide product range, and active community involvement. Romanians describe it as the place where they can find everything they need for their home, save time and money, and take part in environmental protection initiatives such as recycling. For many, Kaufland is already part of their daily routine and important family moments.

“More than figures, this anniversary moment is about the people we have grown with – customers, colleagues, partners, and communities. In these 20 years, we have learned that the success of a business is built on trust, collaboration, and commitment. Our pledge to Romania remains firm: we will continue to invest, create jobs, improve ourselves, and be a trusted partner for every Romanian,” said Marco Hößl, CEO of Kaufland Romania and the Republic of Moldova.

The anniversary campaign “20 Years, Part of Your Family”

Kaufland is marking two decades of activity with a nationwide anniversary campaign dedicated to customers, featuring promotions, activations, and special surprises.

Between August 1 and October 31, 2025, customers who spend at least 500 RON in a month and scan their Kaufland Card can win one of 2,300 vouchers worth 500 RON each. For every 500 RON spent, customers receive one entry. Prizes are awarded monthly through a draw, with four winners for each store.

Starting August 25, every two weeks, customers can win unique experiences available exclusively to Kaufland Card users. These include: a private concert with Smiley, a dinner prepared by chef Roxana Blenche, VIP access to Romania’s national rugby team matches, a styling session with Cătălin Botezatu, or VIP packages for the Nostalgia festival. To participate, customers must collect 10 stars (equivalent to one entry), activate the raffle coupon in the “Offer Carousel” section of the Kaufland Card app, and upload a letter explaining their motivation for winning the experience.

From September 3, the Smurfs will arrive in Kaufland stores in a special collection of 20 figurines to mark the 20th anniversary. By scanning the Kaufland Card for every 100 RON spent, customers receive one Smurf. Additionally, scanning the Kaufland Card when purchasing certain marked products will earn them an extra Smurf.

The Smurfs are also preparing a surprise for their biggest fans: a holiday raffle offering 20 trips for four people to Il Villaggio dei Puffi, Etnaland Park, Catania. Customers will also be able to interact with the Smurfs in-store, with additional prizes – 20 vouchers worth 500 RON – awarded through a draw to those who submit photos in the contest. The campaign also features Loyalty Quest, an online platform with daily challenges and quizzes on topics such as nutrition, sports, and recycling, offering special prizes for the top 10 participants in the leaderboard.

Anniversary party at Romexpo

On August 23–24, Kaufland invites the public to the largest anniversary celebration in the company’s history, at Romexpo, with free access by activating the coupon in the “Offer Carousel” section of the Kaufland Card app.

The program includes concerts by artists beloved by Romanians – Smiley, Carla’s Dreams, Direcția 5, Horia Brenciu, The Motans, Puya, Grasu XXL, Theo Rose, Speak & Ștefania – as well as areas with interactive activities for the whole family: Nutriverse (healthy eating), Joy in Motion (mass sports), and the Smurf Village (children’s activities).

Joy in Motion – celebrating through sport and health

Since entering the market, Kaufland has played an active role in Romanian communities, supporting over 100 projects annually in the areas of environment, social involvement, education, culture, sports, and health. Between 2016 and 2024, the company invested over 3.36 billion RON in such initiatives, benefiting more than 14 million people.

To mark its 20th anniversary, Kaufland is bringing the Joy in Motion caravan to 20 cities across the country, transforming store parking lots into spaces dedicated to physical activity and healthy living. Participants are invited to enjoy fun activities such as a self-propelled treadmill with speed challenges and instant prizes, an LED-based attention and reaction game to train focus and quickness, and discount coupons in the Kaufland Card app.

The team that has been writing Kaufland’s story for 20 years

More than 200 colleagues have been with Kaufland since day one. Over the next two months, the company is preparing contests and special prizes for the entire team, celebrating this achievement together.

About Kaufland Romania

Kaufland is one of the largest retail companies in Europe, with over 1,600 stores in 8 countries, more than 157,000 employees, and a network of 193 stores in Romania. In 2024, Kaufland Romania received the Best Buy Award certification for the sixth time, recognizing it as the retail chain with the best quality-to-price ratio on the local market. Kaufland also holds the Customers’ Friend distinction for the company with the best customer service, awarded by the international ICERTIAS Institute following a market analysis. Our goal is to apply the most innovative technologies in retail so that customers enjoy fresh products at the best quality-to-price ratio, while promoting sustainability and local products. For more information, visit www.kaufland.ro.

Kaufland is hiring nationwide. Those interested can apply online at www.cariere.kaufland.ro – where the list of vacancies is available – by calling 021.9132, or at the information desk in any Kaufland store.