Rewe Group

The REWE group was created in 1927 and today has become the leader in the trade and tourism group, not only in Germany but also in Europe. Its activities are expanded in 21 countries across Europe, operating 15 300 stores. REWE group is among the TOP 4 German retailers, in fact, it holds 17% of the market share in Germany.

The Group’s business areas are as follows:

• Retail Germany
• Retail International
• National Specialist Stores
• Travel and Tourism

The group has 9129 stores in the following formats:

• Supermarkets 
• Hypermarkets
• Discounters

These formats are available in 12 countries and are part of the group CORE which is a buying alliance. CORE group has its online shop and other non-retail businesses. 

Rewe also has a subsidiary named REWE Digital which has managed all the online activities of the firm since 2013.

In 2014, the group partnered with Aral, a gas station operator to launch its convenience store: REWE to go.

Having the most technologically sophisticated online shopping facility in Europe, Rewe gets the opportunity to beat Amazon and other online retailers. Its Cologne facility comprises 20 000 SKUs in six different cooling zones.

In the year 2017, the company launched a 360 degree marketing campaign in order to promote its economy private label line.

The group is also active in food and non-food sectors, and reveals its presence through banners such as the REWE center which was initially known as Toom BauMarkt and B1 as well as other tourism agencies. Presently, to arm itself against the competition and to establish itself as a leader in its sector, REWE targets Europe (principally Austria) through banners like Bipa and Billa.

In the financial year 2020, the company had a revenue of €75 billion and employed 380 000 employees.

The firm offers a diversified assortment of products under the following categories:

• Sweet Grocery
• Savory Grocery
• Frozen Food
• Chilled & Fresh Food
• Dairy
• Drinks
• Personal care
• Household

Rewe is trying to improve its image by upgrading the quality of its own brand products. In fact, the group offers a wide range of private label products positioned from low-priced to premium categories and addressing many specific segments such as regional specialties or organic food. Rewe is estimated to realize an average of up to a quarter of its total sales thanks to its own brands:

At Rewe stores:

• Rewe Best Wahl, former Rewe brand for packaged food ranging from low to mid-price range.
• Rewe Bio for organic products.
• Rewe Feine Welt for premium packaged food at medium prices.
• Rewe Frei Von for food with special needs (gluten-free, lactose-free…).
• Vivess for household products, textiles, school furniture…
• Wilhelm von Brandenburg for meat products.
• Rewe Regional for regional specialties.
• Ja! for budget price range packaged food.

At Penny Markt stores:

• Bunte Basics for budget ranged groceries.
• Bäckerkrönung for bakeries.
• Penny To Go for snacks.
• Mühlenhof for fresh meat.
• San Fabio for Italian groceries.
• Today for personal care.
• Naturgut for organic products.

At Billa stores:

• Billa for core ranged products.

• Billa Corso for premium groceries.

• Billa Freshy for fresh snacks and ready meals.

• Ja! Natürlich for organic food.

• Clever for budget ranged groceries and HPC.

• Chef Menu for mid-priced ready meals.

• Wegenstein for wine.

• Hofstädter for fresh meat.

• Da Komm’ Ich Her for regional groceries and specialties.

• Wunderlinge, providing unconventional vegetables and fruits in order to fight against food waste.

• Vega Vita for vegan products.

At Bipa stores:

• Look by Bipa for core products.
• IQ Cosmetics for premium categories.
• B. Pretty for budget young customers.
• Little Girl for little girls.
• B. Styled for legwear.
• BabyWell for baby care.
• Bi Good for eco-friendly products. 

Pertaining to the logistics facilities, in cooperation with Witron logistics, Rewe built a warehouse which measures 683 508 sqm.

Rewe Group eliminated the use of plastic straws in some of its stores. The firm is committed to use FSC/ PEFC certified paper straws in its 6000 chains. Also, the company decided to transform its whole own brand chocolate assortment into the Fairtrade cocoa program.

Now the group is focusing on new technologies: how to relate new technologies with the trade sector. Expand its e-commerce activities and also establish new sale formats and channels to adapt itself to changing times.