Electronics chain Media-Saturn squares up to e-commerce challenge

BERLIN/DUESSELDORF (Reuters) - Europe's biggest electronics chain Media-Saturn said on Wednesday it would restructure its business in response to a rapid shift towards online retailing, skirting around a new phase in a power struggle between its owners. Media-Saturn, which is majority-owned by German retailer Metro and runs more than 950 stores in 17 countries, wants to integrate online sales more closely with stores and will create a new "e-business" unit to coordinate strategy. As the market leader of the industry, we have decided on a profound reorientation to future-proof ourselves," Chief Executive Horst Norberg said in a statement, calling the upheaval the biggest since the company was founded in 1979. Media-Saturn's move into e-commerce was delayed until 2010 by a long-running dispute between Metro and the chain's founder Eric Kellerhals, who still owns a stake of close to 22 percent.



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