Media Markt is a German chain of stores selling consumer electronics with numerous branches throughout Europe and Asia. It is Europe’s largest retailer of consumer electronics, and the second largest in the world after American retailer Best Buy.
Media Markt was founded by entrepreneurs Leopold Stiefel, Walter Gunz, Erich Kellerhals, and Helga Kellerhals. The first store opened on 24 November 1979 in Munich. Today it is owned by Media-Saturn Holding, which also owns the Saturn chain. Media Markt and Saturn operate in mostly the same markets but with different concepts, and as competitors.
Media-Saturn Holding in turn is owned by the German retail company Metro AG.
Media Markt is known in Germany for its humorous, but sometimes crude, advertising campaigns; for example, the slogan “Lasst euch nicht verarschen” meaning “Don’t let yourself be conned”, literally verbal prefix for- (ver-) + ass (Arsch) + past participle suffix -en (-en).
A former German campaign played on the German expression “saubillig” which means extremely cheap, but literally “sow (female pig) cheap”. Sau- is a common emphasising prefix in colloquial German. Inside the stores the entrances were signposted as “Schweingang” = wordplay on the word Eingang (Entrance) and Schwein (pig), and the exit as “Sausgang” = wordplay on the word Ausgang (Exit) and the German word for sow (Sau) – the female pig.