Praktiker: Wie „20 % auf alles" einen Konzern zerstörte

Hornbach reports around €2 billion in sales in a single quarter – and at the same time, the 13th anniversary of Praktiker's insolvency is being commemorated. On July 11, 2013, a corporation with over 400 stores, €3 billion in sales, and 20,000 employees vanished. No scandal, no fraud – just a promise: "20% off everything except pet food." This analysis dissects how an advertising slogan became a time bomb undermining its own foundation: why a permanent discount isn't a price reduction, but rather a shift in the customer's mindset; why the capital market lent a struggling retailer another quarter of a billion euros; and why the stock plummeted from €30 to 3 cents. A business documentary about price psychology, margins, and the crossed-out price that still lingers in every online shop today. ▸ CHAPTERS 00:00 Hornbach grows, Praktiker disappeared 00:50 The slogan as a bombshell 01:34 The origin in 1978 and Metro 02:54 “20% off everything” – the cult begins 04:19 Why the discount knows no return 06:32 The cheapest and most unpopular DIY store 07:06 The quarter of a billion from February 2011 10:07 Four CEOs in three years 12:06 July 11, 2013 14:02 Why Praktiker really died ▸ SOURCES • Hamburg District Court – Praktiker AG insolvency proceedings (July 2013) • Handelsblatt – Praktiker/Max Bahr timeline: https://www.handelsblatt.com • manager magazin – Praktiker insolvency: https://www.manager-magazin.de • Capital – Research on consulting fees: https://www.capital.de • DSW – German Association for the Protection of Investors (Bond): https://www.dsw-info.de • Federal Gazette – Praktiker AG Annual Reports: https://www.bundesanzeiger.de • Hornbach Holding – Quarterly Figures: https://www.hornbach-holding.com • Lebensmittelzeitung – DIY & Hardware Industry: https://www.lebensmittelzeitung.net Note: This video is a journalistic analysis and expression of opinion based on publicly available sources. It is not investment advice. #economy #praktiker #insolvency