MEDIMAX: New German subsidiary for franchise partners

ElectronicPartner is restructuring its German operations: a dedicated national subsidiary will bring together purchasing, sales and marketing for EP: and MEDIMAX. For MEDIMAX franchise partners, the restructuring comes with a clear task: to develop a more specialist retail offering. The new company will be led by Martin Wolf, who has previously worked for the group.

A central point of contact for Germany

The Düsseldorf-based buying and retail group announced the creation of its German subsidiary on 29 October 2026. L’Express Franchise reported the news on 2 November. The new structure follows a model ElectronicPartner already uses in Austria, the Netherlands and Switzerland. It forms part of a strategic realignment under way since the start of 2026.

Purchasing, sales and marketing will be brought together within the new company. ElectronicPartner cites three goals: clearer responsibilities, faster decisions and a stronger focus on the needs of its members and franchise partners. Developing the EP: and MEDIMAX brands is central to the plans.

For now, this sets out the intended organisational direction. No specific implementation timetable has been announced. How trading terms, product range decisions and marketing budgets will be managed also remains unclear. The announcement of a central point of contact should therefore not be confused with confirmed changes to partners’ day-to-day operations.

MEDIMAX and EP: have different partnership models

MEDIMAX is the more relevant brand for those considering the German franchise market. ElectronicPartner is a buying and retail group with several forms of partnership: specialist retailers trading under the EP: brand are members, not franchisees. MEDIMAX, by contrast, operates with franchise partners.

This distinction matters when assessing the restructuring. Although central functions for both brands will be brought under one roof, this does not mean that EP: and MEDIMAX share the same business model, or that all affiliated businesses are franchises. The joint national subsidiary will serve both existing partner groups.

Alongside the organisational restructuring, MEDIMAX is set to develop its retail proposition. Its franchise partners are expected to move towards a more specialist retail model. ElectronicPartner intends to support this with expertise and services. The specific programmes have yet to be detailed. For operators, the direction is clear, but a complete package of measures has not yet been set out.

Contrasting sales performance increases pressure to act

The financial figures for 2025 show why the two formats need to be considered separately. ElectronicPartner reported central turnover of around €1.2 billion for the group, unchanged for the third consecutive year. Turnover in Germany grew by 1.4%.

MEDIMAX’s performance was weaker: its turnover fell by 6.6% in 2025. ElectronicPartner attributes this to pressure on large-format retail. Against this backdrop, the promised support for franchise partners through expertise and services takes on particular importance. However, the announcement alone provides no basis for concluding that the restructuring will deliver financial success.

EP:, meanwhile, recorded like-for-like growth of 1.4%, placing it 0.6 percentage points above GfK’s market benchmark. It also gained 38 members: 13 specialist retailers, 21 ServicePartners and four businesses with their own distinct retail identities.

These figures refer to different parts of the business and should not be conflated. Central turnover relates to the group, while the MEDIMAX and EP: figures concern the respective retail formats. In particular, the 38 new EP: members are not evidence of additional MEDIMAX franchise locations.

Martin Wolf to lead the new company

Martin Wolf will become managing director of the German subsidiary. He joins from EK Retail, where he was the managing director responsible for the electroplus and küchenplus retail concepts. He already knows ElectronicPartner and MEDIMAX, having worked for the group and its specialist superstore format between 1991 and 2012.

His exact start date has not been announced. What has been confirmed is his intended responsibility for the new national subsidiary, which will bring together the central functions of the German business. The management appointment and the structural reorganisation are therefore directly linked.

For MEDIMAX partners, the next round of detail will be crucial: what support will be available to help them develop a more specialist retail offering, who will be responsible for what, and how will joint purchasing and marketing activities be organised? These are practical points to assess, not changes that have already been promised.

Practical takeaway: Existing and prospective MEDIMAX franchise partners should view the new German subsidiary as an announced organisational framework. Business decisions will depend on the responsibilities, service offerings and trading terms that have yet to be specified.