Kaufland to Appoint Bojan Luncer to Lead International
The retail executive will direct growth and operational strategy across seven international markets starting in November.
Updated on Oct. 28, 2026 in Business Strategy
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Kaufland has appointed Bojan Luncer to its executive board to lead international operations across seven markets. The appointment, which takes effect on 1 November 2026, fills a vacancy that has remained open since January 2026.
Why it matters
The appointment marks a strategic shift for Kaufland as it looks to unify operational management across its diverse international portfolio. Bringing in a veteran executive with experience in both the Lidl and Real brands signals a focus on scaling retail consistency.
Bojan Luncer will oversee operations across 7 international markets, including Poland, Romania, and Croatia. This appointment fills a board-level leadership gap that persisted throughout the majority of 2026.
The players
Bojan Luncer
A seasoned retail executive with prior leadership experience as CEO of Real and various management roles within the Schwarz Group.
Kaufland
A large-scale international hypermarket operator headquartered in Germany with a significant retail footprint across Eastern and Central Europe.
Ivan Chernev
The current CEO of Kaufland Germany who manages the company's primary domestic retail business.
The details
Bojan Luncer will direct the ongoing growth and operational strategy for Kaufland in Poland, Romania, Czechia, Slovakia, Bulgaria, Croatia, and Moldova. His background includes serving as CEO of Real from 2020 to 2024 and previously working within the Schwarz Group ecosystem, where he helped establish Lidl in Croatia in 2002 and served on its international management board. He joins the firm while Ivan Chernev continues to lead Kaufland Germany, keeping domestic and international retail strategies under distinct leadership.
Timeline
2002: Bojan Luncer helped establish Lidl in Croatia.
2006: Bojan Luncer became CEO of Lidl Croatia.
2009-2017: Luncer served on Lidl international board.
2020-2024: Luncer served as CEO of Real.
1 November 2026: Luncer begins his new role at Kaufland.
Market Landscape
The appointment of Bojan Luncer follows the long-standing model of the Schwarz Group international expansion strategy. It marks a departure from the recent leadership void, moving to standardize performance across Kaufland's regional footprint.
Operators in the retail space should monitor potential shifts in supply chain or procurement coordination across the seven affected European markets. Changes to operational strategy are likely to follow the new board member's integration after 1 November 2026.
The takeaway
Kaufland is moving to stabilize its international leadership as it navigates growth across seven distinct regional markets. Operators should track how the new leadership influences standardized procurement processes across these countries in the coming fiscal year.
Further reading
For broader trends on retail organizational growth, visit Business Strategy.
Source note: This article includes information reported by Esmmagazine.
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