Billa Austria

Billa is a supermarket chain found in Austria and was acquired by REWE group in 1996. The first store was opened in 1953 in the format of a discount perfumery chain and by 1960, 45 branches were already established. The founder Karl Wlaschek decided to expand its activities in the food sector and the banner Billa was created. 

The company operates more than 1,100 supermarkets across the country and an online shop as well. 

In the financial year 2020, Billa Austria achieved a turnover of € 6.37 billion. Moreover, the company’s online sales in the food & personal care category is ranked 6th with € 9 million. Currently, the firm employs more than 20,000 people.   

Furthermore, Billa Austria received the Excellence in Brand strategy and creation Brand Innovation and New Business Models award by the German Brand Award in 2021. 

The retailer offers around 9,000 references with a wide range of both international and own brand products, focusing mainly on regional and natural products from Austria. Presently Billa provides over 1100 organic products. The product categories include:

• Savoury Grocery: sauces, rice noodles, pasta, etc.
• Sweet Grocery: biscuits, chocolate, cookies, tea, etc.
• Chilled & Fresh Food: charcuterie, sandwich, ready-meal, etc.
• Frozen Food: ice-cream, ready-meal, dessert, etc.
• Dairy: cheese, butter, yoghurt, etc.
• Drinks: water, soft drinks, juices, etc. 
• Wine & spirits: beers, wines, champagnes, etc. 
• Personal Care: hair care, skincare, oral care, etc. 
• Household: cleaner, cleaning supplies, laundry care, etc.

Furthermore, in order to cater for consumers with specific food needs, the retailer provides a range of bio and organic products. Some of the brands available are Mills, Cif, Dr. Oetker, Milka, Barilla, etc.

Billa Austria developed its own brands under the following names (non-exhaustive list):

• Billa: This brand offers over 600 SKUs encompassing almost all product categories.
• Simply Good: It includes products such as pasta, salads, vegetables, etc.
• Chef Menu: Italian products such as lasagnas, pancakes, soups, etc… are sold under this brand.
• Clever: This brand covers products such as drinks, detergents, shampoos, etc.
• Hofstadter: The assortment ranges from pork, beef, chicken, etc.
• Vega Vita: The line includes products such as yoghurts and ice cream.

Furthermore, the business maintains the highest quality standards as it possesses certifications such as UTZ, FairTrade, MSC, ASC, V Label, etc. 

Pertaining to its logistics solutions, the retailer operates its own fulfilment centre and has partnered with Muller Frisch company to deliver fresh fruits and vegetables daily to its branches. Besides, Billa Austria joined forces with the B2C parcel logistics specialist, DHL, for customers to pick up or send their parcels in one of the 700 new parcel shops.   

In 2020, the company naturalised exotic products in its shops as it wanted to promote agricultural products that do not originally come from Austria. 

Concerning sustainability, the firm is continuously working towards reducing its food and plastic waste. 

Billa Austria’s online shop can be accessed on: www.billa.at