On 30 July, PENNY opened a store in Frankfurt am Main featuring an innovative design concept. In collaboration with entrepreneur, content creator and TV personality Leyla Heiter, the first PENNY store in Germany to be co-designed by an influencer has opened at 81 Ludwig-Landmann-Straße. And there’s more to come: in just a few weeks’ time, there’ll be further news from the world of PENNY… so stay tuned!
„Oh my goodness, I’m so excited! And now I can finally show my community the result of this amazing collaboration. It’s simply a PENNY I’ve designed myself. This is a real milestone for me. We’re all used to seeing co-creations by stars and starlets, but this is something completely different.“Leyla Heiter, influencer
Under the name ‘Leylaland’, the store combines the classic PENNY product range with an extraordinary interior design. Golden design elements, chandeliers, decorative palm trees, art objects and other eye-catching design features characterise the store’s appearance and create a shopping experience that is markedly different from that of conventional discount stores. 
„With PENNY Leylaland, we’re making discount retail history: Germany’s first influencer supermarket combines shopping and entertainment in a whole new way – whilst remaining a genuine PENNY with its usual low prices.“ Jan Flemming, Head of Marketing at PENNY
Photo: ©Photographer Jakob Stolz, PENNY Markt GmbH 
Despite its unique concept, the store remains a standard PENNY supermarket, stocking around 3,500 items across 800 square metres and offering the usual low prices. Unlike temporary promotional areas or pop-up shops, ‘Leylaland’ is designed as a permanent fixture. 
With this concept, PENNY is focusing on combining retail, entertainment and a close connection to the local community. The collaboration with Leyla Heiter builds on an existing partnership and aims to generate new momentum for brand perception and to appeal to different target groups. 
Leyla Heiter was present in person at the opening on 30 July and met customers during a meet-and-greet event in the store.