On 1 October 2022, PENNY will open a new chapter in the company's history: Stefan Görgens will succeed Stefan Magel as Divisional Director Retail Germany of REWE Group and Chairman of the PENNY Managing Directors.
The change marks the end of the Magel era at PENNY. As a member of the management of PENNY Germany since 2011 and as Divisional Director/COO PENNY since 2016, Stefan Magel was largely responsible for the successful turnaround and the continued positive economic development of the stores. Over the past 12 years, he has turned over every stone and, together with his team, transformed the former "dirty discounter" into a profitable company that today sets important standards in many areas, such as Sustainability.
Stefan Magel
His successor, Stefan Görgens, knows the company from several perspectives: As a former consultant for the REWE Group, later PENNY regional manager and centralist, he has got to know the Group from different perspectives. What are his future plans for PENNY and what are the most important fields of action? What wishes does Stefan Magel have for his successor? one spoke to the future and outgoing Divisional Director Retail Germany of REWE Group and COO PENNY.
Stefan Görgens
one: Mr Magel, what were the biggest challenges in the restructuring of PENNY?
Stefan Magel: To polish up our battered image! We had extremely poor starting conditions. For many people, PENNY was the dirty discounter. That's why we initially discussed the possibility of changing our name - to make a completely new start.
one: What were the biggest surprises, both positive and negative?
Stefan Magel: I was thrilled by the enormous loyalty of the employees. Even when PENNY was at rock bottom, they put their heart and soul into it and believed in the future of the company. On the negative side, I was surprised by how much need there was in the shops with massive overstocks of old goods.
one: Was there a point at which you thought: We're not getting our act together?
Stefan Magel: In my first few months, I discovered a warehouse full to the brim with old non-food items rather by chance. That was a moment of shock and I wondered how many more surprises like that I would experience. But when I saw how enthusiastic the employees were at our first management meeting, I realised: we can do this!
one: What characterises the PENNY spirit?
Stefan Magel: Great appreciation for each other and strong team spirit. Our stores, warehouses, regional centres and headquarters are 2,200 small and large families in which everyone supports each other. Courage has been added in recent years. For a long time, we weren't brave enough. But that has changed. Today, we try things out and keep making changes that our competitors pick up on later.
one: A word of advice for your successor: what should Stefan Görgens do and what should he not do?
Stefan Magel: You shouldn't actually give out advice, because it often comes across as such - namely as "blows". My wish for him would be to continue to focus on team building and cohesion, PENNY is and must remain a community with a lot of heart.
Stefan Görgens: I believe very strongly in teamwork and will work to ensure that we reach many decisions through dialogue. Stefan Magel has turned PENNY into a company that is not only economically successful, but where many people work with great passion every day. Taking this feeling into the future will be crucial. That is our strength.
one: Where do you see the main areas of action for the further development of PENNY?
Stefan Görgens: Employee and customer satisfaction is the key to economic success. There are a number of issues behind this. We need to continue to refine our concepts. With the market hall, we have a strong concept for large markets. But we don't yet have an all-encompassing answer for smaller markets. We also need to push ahead with digitalisation in our stores. Finally, it is important to me that we set the right course today in order to be able to cover our staffing requirements in the stores in the future.
one: What do PENNY stores need to offer to become a favourite shopping destination?
Stefan Görgens: Customers today expect much more from discounters than just favourable prices. They expect first-class freshness and a pleasant shopping atmosphere. More and more, it's also about the good feeling that customers want to have when shopping. If we manage to cover all of these needs, we will be able to hold our own against the competition - including the supermarkets.
one: You have got to know PENNY from different perspectives - good preparation for your new role?
Stefan Görgens : I first came into contact with PENNY in 2011 as a consultant. Even back then, I thought it would be cool to be part of this company. For various reasons, it didn't work out at first. It wasn't until 2017 that I joined REWE Group, first working at the head office, then in the West region and finally back at the head office. This change of perspective really helped me to develop good solutions for PENNY.
one: PENNY is a big supporter of festivals and sporting events. You have a choice: Parookaville or ice hockey? Which do you prefer?
Stefan Görgens: Both are great events. I helped organise the last Parookaville festival before the pandemic as regional manager and had a great time there. Nevertheless, I'm more of a sports person.
