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Customer Snapshot: Overview

Super Natural Markets: 104 branches in 48 cities

Alnatura was one of the first organic supermarket chains in Germany, and is now one of the largest. The company’s goal is to make sustainably-sourced, organic products accessible to as many people as possible.

Alnatura Produktions- und Handels GmbH

€760 million net

Number of Employees
2,540 employees, 180 apprentices and students


Bickenbach, Germany

Customer Website

Line of Business
Commerce, Sales, Service, Sustainability

SAP Solutions

After a thorough, careful search of solutions, Alnatura selected SAP ERP to manage all processes, from product development to sales, in one central system.

Customer Snapshot: History

Bringing Sustainability to Germany and Beyond since 1984

Alnatura develops organic products and operates their own organic supermarkets. Currently the Alnatura brand range includes around 1,200 organic products from apple juice to biscuits, available in the online shop, with selected trading partners and in over 100 Alnatura shops in Germany and Switzerland.

Customer Snapshot: Business Model

A Meaningful Consumer Experience

Alnatura is a consortium of more than 2,000 employees who are dedicated to fulfilling that more food produced organically find their way from the organic farms to customers. Alnatura wants to make their products and Alnatura markets more meaningful for humans and the earth.


While the main focus is on foods, the company also looks to sustainable transportation, local distribution and sourcing, and the use of natural, recycled and reusable products in construction as possible. The idea has caught on throughout Germany as well as in neighboring countries and online, causing the company to expand so much that a complete back-end system overhaul was needed.

Customer Snapshot: Success Strategy

Offering Comprehensive and Diverse Selection of Organic Products

Alnatura is the most popular food brand of Deutsche (Brandmeyer study, 2014). The company was conceived and designed over 30 years ago by Götz Rehn. He founded Alnatura in 1984 and is today managing director and sole shareholder.Currently there are 104 Alnatura Super Nature markets in 48 cities in 11 provinces. Under the brand Alnatura approximately 1,280 different organic foods are produced, which are marketed in their own Alnatura Super Nature markets, in 10,800 branches of various trading partners at home and abroad and on the Alnatura Online Shop. Alnatura currently employs 2,540 employees, including 180 trainees. In fiscal year 2014/2015 Alnatura generated sales of 760 million euros, an increase of 10 percent over the previous year.


An unlimited initiative on the financial promotion of organic agriculture began in early 2015: the Alnatura organic farmers’ initiative. The slogan: "Make good common ground" supports the company together with NABU conventional farmers in converting to organic farming.

The Challenge

The Search for a Future-Oriented IT Solution

Alnatura’s meteoric growth led the company to reevaluate their entire technology landscape. When the company more than doubled their stores and employee count in under five years, the company looked to technology to contain issues and prepare Alnatura for even more growth ahead.

Enter SAP

A Recipe for Growth

Alnatura reviewed all of the best enterprise software solutions for retail and ultimately selected SAP for its scalability and growth potential.

SAP ERP integrates all the business processes that are vital in the retail industry and they can still be customized easily in order to comply with any company-specific needs. — Richard Kneis, CIO, Alnatura

Enter SAP: The SAP Experience

Teamwork and Communication Made a Big Task More Manageable

The largest IT project in Alnatura history, the implementation of SAP ERP required the entire organization to work in conjunction with the implementation partner, Ernst & Young GmbH. One of the main reasons for the success of the project was thinking of it as a business project, not just an IT project. When each department feels like part of the solution, everyone benefits.


Together with SAP, Alnatura worked hard to include each division of the company in the design process.

Better Business

Better Collaboration Through Communication

One central software system helps Alnatura manage all business processes faster and more efficiently. Since information can now flow easily among departments, communication among different silos within the business now flows more smoothly than ever.

Better Business: Benefits

Responding Organically to Natural Growth and Expansion

Once all retail business processes were integrated with SAP ERP, Alnatura is able to customize of business processes to match company-specific needs. Responding to the changing needs of a growing business is now easier than ever before.


Omnichannel retail helps consumers stay more connected, empowered, and informed.

Today we can talk and discuss with the various departments on a different level. Everyone seems to be more open to new approaches and subject matter. With the implementation of SAP ERP, we’ve all grown closer. Richard Kneis, CIO, Alnatura Produktions- und Handels GmbH

Better Business: Run Simple

From Corporate HQ to the Stores and Branches

Processes have improved beyond company headquarters out to the branches. The visibility Alnatura gained into the data has resulted in new insight and opportunities for improvement across its stores as well.


SAP will enable us to react to changes more quickly and more dynamically in the future. That was not possible before.— Richard Kneis, CIO, Alnatura Produktions- und Handels GmbH

Journey Ahead


Helping People Lead Healthier Lives

With SAP helping them stay future-ready, Alnatura will continue to help consumers get the products they want in the most sustainable, eco-conscious way. 

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