March 21, 2026, 12:27 pm | Read time: 5 minutes
Medion is primarily known for its partnership with Aldi: The discount retailer frequently offers products from the brand. However, Medion is also successful under other names as a partner behind offerings, particularly as a mobile service provider and streaming service. TECHBOOK reveals what else you should know about Medion.
Medion–there’s hardly anyone who hasn’t heard this brand name. The name is mainly associated with products in the entertainment electronics and household sectors. Medion primarily develops these products itself and then has them produced by partner companies. Sales occur through major retail chains such as Aldi. There, the products often appeared under the names Lifetec (at Aldi Nord) and Tevion (at Aldi Süd)–both Aldi private labels under which Medion products were sold. But the devices are also available through Medion’s own online shop. The partnership with the grocery discounter has made Medion AG one of the most well-known providers in the entry-level and discount segment of entertainment electronics in Germany over the past two decades.
Overview
Products Offered by Medion
For example, notebooks, internet radios, and Bluetooth speakers are part of Medion’s portfolio. The company is known for its Erazer series in the gaming sector, which includes both notebooks and desktop PCs. The brand also offers monitors and televisions.
The German company also offers household appliances, refrigerators, and washing machines. Those browsing the online shop will find microwaves, air fryers, robotic vacuum cleaners, blenders, and much more.
Medion is particularly well-known for its products and services as a mobile service provider under the name Aldi-Talk (as a so-called mobile virtual network operator or MVNO on the Telefónica/O2 network), as a music streaming service (Aldi Life Music powered by Napster), and in smart home products with app and sometimes voice control (Amazon Alexa or Google Assistant).
From Essen to the World
While the company now bears the catchy name Medion, it was founded in 1983 by Gerd Brachmann and Helmut Linnemann as “Brachmann und Linnemann OHG.” The company has remained loyal to its founding location in Essen to this day.
The mustard-yellow and ochre-colored buildings resemble a cozy campus more than a high-tech headquarters. However, Medion now also maintains global branches, including in the United Kingdom, Hong Kong, and Australia.
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An Economic Roller Coaster
Just two years after its founding in 1985, the company was renamed Medion, Brachmann und Linnemann OHG, and soon after, finally to Medion. The company’s first boom phase began with its IPO on October 2, 1998, during which it saw significant revenue increases in the early 2000s. People lined up for Medion products, which often offered good quality at a literal discount price. Some even made the trip to the nearest Aldi store in vain, as the assortments often sold out in record time.
Due to the general economic situation, some weaker revenue years followed, but by the end of the decade, things were looking up again. In 2011, Medion was acquired by Chinese electronics manufacturer Lenovo, which initially purchased 75 percent of Medion’s shares. Today, Lenovo holds the majority of shares and has fully integrated Medion into its corporate structure. Within the corporation, Medion primarily functions as a price-oriented brand for the European retail market. In the German market, Lenovo is mainly known for its ThinkPad notebook series; globally, Lenovo is among the market leaders in PCs.
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The Brand Today
Just recently, in October 2023, Medion announced a comprehensive brand relaunch. The company stated in a press release that it aims to reposition itself with a new logo, new imagery, and a new web presence. The company sees itself as a “democratizer” due to the “excellent price-performance ratio” of its products.
The company has made it its mission that “everyone should have the opportunity to realize their full potential, regardless of their origin or status,” as stated in the aforementioned press release. Critically viewed, Medion remains primarily positioned as a provider in the price-conscious segment, focusing on broad accessibility rather than premium aspirations. Whether and to what extent the market and consumers will embrace this repositioning remains to be seen. At least, “the days when Aldi had to hire extra security personnel for special offers are likely over,” as the consumer portal chip.de already predicted.
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Curious, Medion!
Like many other companies, Medion is also striving for a greener and more climate-friendly image. CO₂ reduction, sustainability, and recycling are now integral pillars in production. “For example, the underside of some notebooks is made of 30 percent recycled plastic,” according to Medion’s website. At least.
On its own campus, Medion makes a somewhat unusual contribution to the biodiversity of the city of Essen. In 2019, four bee colonies were settled here, which have now grown to six colonies. To allow the bees to sustain themselves, bee pastures and a water pond were created in the vicinity. The colonies are cared for by Medion employees, who are supported by a beekeeper. While this project cannot offset the CO₂ footprint and resource consumption of the tech company, it is at least a curious fact on the side.