Rewe Group

What Rewe Group does

REWE Group is a privately held German cooperative (Genossenschaft) retail and tourism conglomerate headquartered in Cologne, founded in 1927. It operates 12,409 markets and travel agencies across 21 European countries with approximately 380,000 employees, generating more than €100 billion in total external revenue in FY2025. The group is owned by ~1,800 independent Kaufleute (merchants) organized through five regional cooperatives plus the FÜR SIE eG, and is governed by a Vorstand (Management Board), Aufsichtsrat (Supervisory Board) of 20 members (10 merchant-owners, 10 employee representatives), and led by CEO Lionel Souque since 2017.

The company's business spans five core segments: National Food Retail in Germany (REWE supermarkets, PENNY discount, nahkauf neighborhood, REWE To Go convenience, akzenta premium); International Retail via REWE International AG (BILLA in Austria and Central/Eastern Europe, BIPA drugstores, PENNY across six European countries, ADEG, IKI in Lithuania); Convenience Wholesale through Lekkerland (~€15.3 billion in 2025 revenue, serving ~62,000 retail outlets including petrol stations and kiosks across Europe, plus Conway in Belgium and Spain); DIY via toom Baumarkt (€2.5 billion 2024 gross revenue); and Tourism through the DERTOUR Group (~200 companies, ~15,000 employees across 16 countries, including operators DERTour, ITS, Kuoni, Apollo, EXIM Tours and ~200 DERPART agencies). Adjacent operations include pet supplies (ZooRoyal, majority-acquired 2014), wine retail (Weinfreunde, Kölner Weinkeller), and own-production meat (Wilhelm Brandenburg, ~€770 million) and bakery (Glockenbrot).

The technology and digital layer includes REWE Digital (responsible for fulfillmenttools, a USD 17 million-invested DOMS spin-off), Trigo Vision-powered Pick&Go autonomous checkout-free stores (seven test sites), Drive&Go curbside pickup, Einride electric freight (electrified ~8% of REWE Region East transports, saving up to 189 tonnes CO2e annually), Cimcorp warehouse automation at the Oranienburg facility (650,000 fresh produce units daily), AI-supported protein-balance analytics with KPMG, and Green Building/Green Farming sustainability concepts across 597 stores. Revenue is generated primarily through direct-to-consumer transactions across owned and franchised retail formats, B2B wholesale via Lekkerland, and travel agency commissions and tour operator packages, with pricing set at the brand/store level rather than disclosed centrally.

Name

Rewe Group

Legal name

REWE Group

Website

http://www.rewe-group.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

REWE Group is a German cooperative retail and tourism conglomerate operating 12,409 markets and travel agencies across 21 European countries, serving millions of consumers through REWE, PENNY, BILLA, Lekkerland, toom Baumarkt, DERTOUR, and ZooRoyal, with FY2025 revenue exceeding €100 billion.

Ownership category

akta.pro rank

Product category

Food Retail

NAICS

Food Manufacturing (311), Perishable Prepared Food Manufacturing (311991), Convenience Retailers and Vending Machine Operators (44513)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Ethnic & International Cash-and-Carry (CRAHACAD)

Keywords

• Food retail
• Supermarket chains
• Discount grocery
• Travel services
• Convenience wholesale

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. National Food Retail (Germany): Revenue from operating approximately 6,000 REWE, PENNY, and nahkauf markets in Germany, including own production facilities (Glocken-Bäckerei bakery and Wilhelm Brandenburg quality butcher), as well as online food ordering and delivery/pickup services.
2. International Retail: Revenue from approximately 3,500 markets internationally including BILLA supermarkets, PENNY discount markets, BIPA drugstores (Austria and Croatia), and IKI markets (Lithuania).
3. Convenience (Lekkerland): Revenue from Lekkerland group, which specializes in on-the-go supply and serves approximately 62,000 retail locations including petrol station shops, kiosks, convenience stores, bakeries, and quick-service restaurants, generating around EUR 15.3 billion in revenue in 2025.
4. DIY/Building Supplies (toom Baumarkt): Revenue from more than 300 toom Baumarkt, B1 Discount Baumarkt, and Klee Gartenfachmärkte stores, with combined gross revenue of EUR 2.5 billion in 2024.
5. Tourism (DERTOUR Group): Revenue from approximately 200 travel companies under the DERTOUR Group umbrella, including tour operators (DERTOUR, ITS, Kuoni, Apollo, Exim Tours), travel agencies (DERPART), and resort brands (Aldiana, Sentido, Playitas), active in 16 European countries.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

REWE Group is a German retail and tourism cooperative operating approximately 12,409 markets and travel agencies across 21 European countries. The company runs multi-format food retail (REWE supermarkets, PENNY discount, BILLA, nahkauf, REWE To Go convenience, akzenta), convenience wholesale (Lekkerland), DIY retail (toom Baumarkt), pet supplies (ZooRoyal), and travel services (DERTOUR Group with tour operators, travel agencies, and resort brands). It also operates own-production facilities (Wilhelm Brandenburg meat, Glockenbrot bakery) and corporate digital/technology (REWE Digital).

Product overview

REWE Group is a diversified retail and tourism conglomerate operating across 21 European countries with ~12,409 markets and travel agencies and ~380,000 employees. The company operates a multi-format retail portfolio centered on food retail (REWE supermarkets, PENNY discount, REWE To Go convenience, nahkauf neighborhood stores, akzenta premium) and extending into DIY (toom Baumarkt, B1, Klee), pet supplies (ZooRoyal), travel (DERTOUR Group with ~200 companies, including DERTour, ITS, Kuoni, Apollo, DERPART), and convenience wholesale (Lekkerland/Conway serving ~62,000 locations). Its digital and technology layer includes REWE Digital (technology development, order management via fulfillmenttools spin-off), autonomous checkout-free Pick&Go stores using Trigo Vision computer vision, electric logistics powered by Einride, and store formats like Drive&Go curbside pickup. Proprietary brands include Wilhelm Brandenburg (quality meat), Glockenbrot Bäckerei (bakery), PRO PLANET sustainability labeling, and ZooRoyal pet supplies. The cooperative model supports ~1,800 independent REWE merchants and ~17 BILLA/292 ADEG merchants in Austria. Total external revenue exceeded €100 billion in 2025.

Differentiator

Problem solved

Functional benefit

Brands

• PRO PLANET: Sustainability label for REWE Group's private label products, indicating environmentally and socially responsible production.
• Green Building
• Green Farming
• DERTOUR Deluxe
• REWE Pick&Go
• REWE Drive&Go

Products and services

• REWE Supermarkets Germany's leading supermarket brand, with ~3,800 nationwide markets operated as corporate-owned stores or by ~1,800 independent REWE Kaufleute merchants under the cooperative model. Includes formats such as REWE Center (3,500–5,500 m²), REWE To Go convenience, and nahkauf neighborhood stores (400–800 m²).
• PENNY Discount retailer with ~2,123 stores in Germany and ~1,875 stores across five European countries, offering fresh produce, regional and sustainable products, vegetarian/vegan options, and ready-to-eat foods at discount prices.
• BILLA Austrian supermarket chain with over 70 years of history, operating as a leading food retailer in Austria and neighboring countries, with over 17 BILLA merchants and a BILLA Kaufleute model promoting independent entrepreneurship.
• BIPA Drogerie (drugstore) chain operating in Austria and Croatia, providing care, beauty, and wellness products.
• Lekkerland Convenience and on-the-go supply specialist serving ~62,000 retail locations across Europe including petrol station shops, kiosks, convenience stores, bakeries, food retailers, and quick-service restaurants. Operates as Conway in Belgium and Spain. Generated ~€15.3 billion revenue in 2025.
• toom Baumarkt DIY and home improvement retailer with more than 300 markets across Germany (toom Baumarkt, B1 Discount Baumarkt, and Klee Gartenfachmärkte) and gross revenue of €2.5 billion in 2024.
• ZooRoyal Omnichannel pet supplies retailer with over 10,000 articles across dog, cat, terraristics, small animals, aquarium, pond, and bird categories. Operating online, shop-in-shop at REWE/PENNY/toom, and expanding to physical stores across Germany from 2026.
• DERTOUR Group REWE Group's tourism division and one of Europe's leading travel conglomerates, encompassing ~200 companies with ~15,000 employees across 16 countries. Includes travel operators (DERTOUR, ITS, Kuoni, Apollo, EXIM Tours, Fischer, Meiers Weltreisen), retail brands (DERPART travel agencies, BILLA Reisen, Helvetic Tours, ITS Coop Travel), and hotel brands (Sentido, Aldiana, Playitas, ananea, CALIMERA).
• REWE To Go Modern convenience store format for high-traffic locations of up to 300 square meters, positioned as one of Germany's leading convenience formats.
• nahkauf Neighborhood grocery retailer operating on 400–800 square meter sales areas in town centers and suburban locations, offering a curated grocery range with emphasis on freshness and regional selection.
• akzenta Premium supermarket chain with seven stores of 2,000–3,500 m² in prime locations, offering extensive product selection and fresh food quality that attracts customers beyond the Wuppertal region.
• Weinfreunde REWE Group's online wine retailer (weinfreunde.de), complementing REWE's wine competence at specialist retail level for wine enthusiasts.
• Kölner Weinkeller Prestigious wine merchant and one of Germany's largest historic wine vault cellars based in Cologne, offering award-winning wines at specialist retail level.
• fulfillmenttools (OC fulfillment GmbH) Cloud-based Distributed Order Management System (DOMS) sold externally as a standalone software product, enabling omnichannel order routing across multiple sales channels and industries for retailers globally.

Quantifiable outcome

• Annual CO2e savings of up to 189 tonnes through electric freight operations
• +4 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature5 records

Partnerships

13 partnerships are on record, tiered minor and core.

• MagnothermminorStrategic or Co-development Partner · 17 June 2026German startup Magnotherm launched a commercial refrigeration pilot with REWE Group in German supermarkets, using solid-state cooling technology (elastocaloric/magnetocaloric systems) that eliminates compressors and fluorinated refrigerants. This positions REWE as a testbed for next-generation cooling technology as alternatives to century-old vapor-compression cycles are developed.
• BarocalminorStrategic or Co-development Partner · 17 June 2026UK-based Barocal is developing solid refrigerants based on Cambridge research. While not directly a REWE partnership, Barocal and Magnotherm (which has a pilot with REWE) are both developing competing solid-state cooling technologies that could disrupt the century-old vapor-compression cycle.
• CimcorpcoreTechnology or Integration · 7 June 2026Automation provider Cimcorp implemented automated fresh food handling at REWE's Oranienburg logistics facility (~50 km north of Berlin), serving over 370 supermarkets and 580 stores in greater Berlin. The system processes up to 650,000 units of fresh produce daily, providing efficiency, reliability, traceability, improved ergonomics, optimized truck loading, reduced food waste, and extended system lifetime through 24/7 service support.
• Lekkerland (Subsidiary)coreOthers · 23 April 2026Lekkerland, a subsidiary of REWE Group since 2020, operates convenience supply across Europe, serving ~62,000 retail locations including petrol station shops, kiosks, convenience stores, and quick-service restaurants. It generated ~€15.3 billion in revenue in 2025. Lekkerland operates the Rewe To Go store at Frankfurt Airport Terminal 3, featuring eight self-checkouts and ~570 items.
• AB PrüfserviceminorOthers · 22 April 2026Dortmund-based electrical safety inspection company AB Prüfservice secured DGUV V3 inspection contracts with major German organizations including REWE. The company's proprietary QR-code digital inspection system provides real-time compliance documentation for each device inspected, with some projects covering over 10,000 individual items.
• Trigo VisioncoreTechnology or Integration · 25 March 2026Israeli computer vision technology company Trigo Vision powers REWE's Pick&Go checkout-free autonomous shopping stores. REWE has opened seven Pick&Go test stores in Hanover and deployed the technology to enable customers to shop without scanning at payment terminals. The 650 sqm Hanover store uses camera and sensor technology to automatically detect items as customers shop.
• Landfrisch AGcoreStrategic or Co-development Partner · 19 January 2026REWE Group and Landfrisch AG, along with two producers (BT Gemüse and Stoffers), signed Germany's first three-party partnership agreement in the fruit and vegetable segment during Green Week in Berlin. The five-year contract provides long-term planning security, binding purchase guarantees, and transparent pricing, enabling investments in automation, digital innovations, and sustainability measures. Landfrisch represents 65 producer companies cultivating over 3,000 hectares, with products sold nationwide in REWE and PENNY stores.
• KPMGminorImplementation/ SI/ Consulting Partner · 5 January 2026REWE Group partnered with KPMG to use AI to assess its animal versus plant-based protein sales balance in just 10 weeks, compared to the typical year-long process. This supports REWE's commitment to reach 60% plant-based offerings by 2035.
• ElectraminorStrategic or Co-development Partner · 12 December 2025European fast-charging operator Electra partnered with REWE Group to install high-power charging (HPC) stations at selected REWE and PENNY stores across Germany, with first sites expected to go live in 2026. REWE Group provides prime retail locations while Electra invests in, builds, and operates the charging parks. This supports Germany's transition to cleaner transport and aligns with Electra's goal of expanding to 15,000 charging points by 2030.
• fulfillmenttools (OC fulfillment GmbH)coreTechnology or Integration · 3 June 2025REWE Group invested USD 17 million in fulfillmenttools, a Cologne-based Distributed Order Management System (DOMS) software company founded in 2020 from REWE's digital innovation hub. The investment funds international growth as fulfillmenttools pursues global market leadership in DOMS, combining REWE's 90 years of retail experience with order routing technology for omnichannel shopping experiences.
• Fraunhofer ISIcoreStrategic or Co-development Partner · 2 June 2025German research institute Fraunhofer ISI conducted a study with Einride and REWE, analyzing over 38,000 shipments and 200 vehicles in REWE's Berlin logistics operations. The study found that AI-powered fleet planning achieved 85% electric truck payload utilization and 54% mileage coverage, delivering 8-13% lower Total Cost of Ownership. The research is part of the Swedish REEL innovation project.
• Einride (Mesh 2023 Event)minorGTM or Marketing Partner · 8 June 2023REWE participated in Einride Mesh 2023, held on June 8, 2023, in New York City, sharing experiences with electric and autonomous freight operations alongside Wallenius Wilhelmsen and GE Appliances.
• EinridecoreTechnology or Integration · 1 March 2023Swedish electric freight technology provider. REWE partnered with Einride to deploy connected electric trucks supplying over 300 supermarkets in Berlin and Brandenburg since March 2023. The deployment electrified roughly 8% of REWE Region East's transports, achieving annual CO2e savings of up to 189 tonnes. Four additional electric trucks were added to the private fleet in Oranienburg. REWE benefits from German toll exemptions and tax incentives for battery electric vehicles.

Scale indicators12 records

Recent moves12 records

Expansion highlights7 records

Direct peers

• Edeka: Germany's largest grocery retailer and the country's other major cooperative structure, operating Edeka supermarkets, Netto Marken-Discount, and regional wholesale. REWE and Edeka compete head-to-head across full-service supermarkets and discount formats in Germany.
• Schwarz Group: German family-owned retail group operating Lidl discount and Kaufland hypermarkets across Europe, with revenue estimated above €150B. Directly competes with REWE in both discount (Lidl vs. PENNY) and full-service (Kaufland vs. REWE) formats.
• Aldi: Global discount leader split between Aldi Nord and Aldi Süd, with combined revenue over €120B. Directly competes with REWE's PENNY discount format in Germany and competes on price with REWE full-service supermarkets.
• Metro AG: German-headquartered wholesale/cash-and-carry operator serving hotels, restaurants, and caterers across Europe. Highly comparable to REWE's Lekkerland division, which serves ~62,000 retail and food-service locations across Europe.
• Carrefour: France-based global multi-format grocery retailer operating hypermarkets, supermarkets, and convenience stores across Europe, Latin America, and other regions. Directly comparable to REWE's diversified grocery retail model and recent sustainability positioning (PPWR, EN 13432).
• Ahold Delhaize: Netherlands-headquartered multi-format grocery retailer operating Albert Heijn, Delhaize, Stop & Shop, and other banners across Europe and the US. Comparable to REWE in multi-format European grocery retail and omnichannel investment.
• Tesco: UK-based global grocery retailer with significant European operations and large private-label portfolio. Comparable to REWE in scale, sustainability investments (EN 13432 compostable packaging mandate), and private-label strategy.
• TUI Group: Germany-headquartered global tourism group operating tour operators, airlines, hotels, and cruise ships. Most directly comparable to REWE's DERTOUR Group division (~200 travel companies in 16 European countries).

Regional players

• Migros: Swiss cooperative retail group operating supermarkets, department stores, and other formats — sharing REWE's cooperative heritage (Genossenschaft). Operates primarily in Switzerland, though it divested up to 40 Tegut stores to REWE in April 2026, indicating direct German market overlap.

Broad incumbents

• Walmart: World's largest retailer by revenue, alongside REWE in the Kantar/NRF top 50 global retailers ranking. Provides scale and technology benchmarks relevant to REWE's omnichannel and supply chain investments, though Walmart does not directly compete in REWE's European footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rewe_group
• YouTubeyoutube.com/user/rewegrouppresse
• Facebookfacebook.com/rewegroup
• LinkedInde.linkedin.com/company/rewegroup
• Instagraminstagram.com/rewe_group

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries41 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments20 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rewe Group