BIPA Parfumerien Gesellschaft mbH

Name

BIPA Parfumerien Gesellschaft mbH

Legal name

BIPA Parfumerien Gesellschaft m.b.H.

Website

https://bipa.at

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Wiener Neudorf

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: BIPA generates revenue primarily through the sale of physical consumer products including cosmetics, makeup, skincare, baby products, household goods, health products, nutrition supplements, and fragrance across its retail store network and online shop in Austria.
2. Loyalty Program (jö Bonus Club): BIPA participates in the REWE Group's jö Bonus Club loyalty program, where customers collect Ös (points) at a rate of 1 Ö per €2 spent. Ös can be redeemed for discount coupons (e.g., 150 Ös for 10% off, 300 Ös for 15% off, 500 Ös for 20% off). While the program itself is free for customers, it drives repeat purchases and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

BIPA operates an Austrian drugstore and beauty retail chain selling cosmetics, makeup, skincare, fragrance, baby care, dental care, household goods, and health/nutrition products across physical stores nationwide and via an online shop and mobile app. The assortment combines national brands with eleven private-label brands (bi good, BABYWELL, BI HOME, BI HOME LIVING, LOOK BY BIPA, BI COMFORT, BI STYLED, BI LIFE, BI LIFE DENT, BI KIDS, BI CARE) and is supplemented by in-store services such as BIPA Fotoshop photo printing, textile cleaning, helium balloon filling, and Click & Collect pickup.

Product overview

BIPA Parfumerien Gesellschaft mbH operates Austria's leading drugstore and beauty retail chain with both physical stores and a unified e-commerce platform (BIPA Online Shop). The core offering is an extensive range of cosmetics, skincare, baby care (including Pampers and BABYWELL brands), health products, and household goods. The portfolio includes 11 private label brands: bi good (sustainable products), BABYWELL (baby care), BI HOME/BI HOME LIVING (home goods), LOOK BY BIPA (cosmetics), BI COMFORT (wellness), BI STYLED (beauty), BI LIFE/BI LIFE DENT (health and dental), BI KIDS (children's products), and BI CARE (personal care). Supplementary services include BIPA Fotoshop (photo printing), a mobile app with exclusive promotions, Click & Collect in-store pickup, textile cleaning service, and helium balloon service. The BIPA App connects with the jö Bonus Club loyalty program for points collection and discount redemption. The company is part of the REWE Group and maintains digital engagement through Facebook, Instagram, TikTok, and YouTube presence.

Differentiator

Problem solved

Functional benefit

Products and services

• BIPA Retail Stores Physical drugstore and beauty retail stores located throughout Austria offering cosmetics, skincare, baby products, household goods, health products, nutrition supplements, and fragrances to general Austrian consumers.
• BIPA Online Shop Full-featured e-commerce website at bipa.at (powered by Salesforce Commerce Cloud / Demandware) offering the complete BIPA assortment with home delivery within 1-3 business days across Austria and Click & Collect pickup.
• BIPA Mobile App iOS and Android mobile application providing the full BIPA product range, app-exclusive promotions, simplified Click & Collect ordering, and enhanced product search with filters.
• BIPA Fotoshop Photo printing and personalized photo gift service enabling customers to create photo books, prints, and customized photo merchandise, available online and in selected BIPA stores.
• Textile Cleaning Service Professional textile cleaning service operated by partner Furigan GmbH, with orders accepted in BIPA stores and SMS notification when items are ready for pickup.
• Helium Service In-store service for filling helium balloons offered at BIPA retail locations.
• MavieMe Blood Tests Health testing service offering at-home blood tests for women's health, nutrient checks, and longevity assessments sold through BIPA.
• bi good Sustainability-focused private label brand offering environmentally conscious beauty and personal care products sold exclusively at BIPA.
• BABYWELL Private label baby care brand offering baby food, diapers, wipes, and infant care products exclusive to BIPA.
• BI HOME Private label brand offering home and household products sold exclusively at BIPA.
• BI HOME LIVING Home living and decor sub-brand under BI HOME, offering lifestyle and interior products.
• LOOK BY BIPA Private label cosmetics and makeup brand offering color cosmetics and beauty products exclusive to BIPA.
• BI COMFORT Private label brand offering comfort and wellness products exclusive to BIPA.
• BI STYLED Private label brand for styled beauty and personal care products exclusive to BIPA.
• BI LIFE Health and wellness private label brand offering nutritional supplements and health products exclusive to BIPA.
• BI LIFE DENT Dental care sub-brand under BI LIFE focused on oral hygiene products exclusive to BIPA.
• BI KIDS Private label brand for children's products including plush toys (Kuschelhelden collection featuring bear, dino, elephant, fox, hedgehog) and child care items.
• BI CARE Private label brand for personal care and skincare products exclusive to BIPA.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Partnerships

14 partnerships are on record, tiered core, major and minor.

• REWE International Dienstleistungsgesellschaft mbHcoreTechnology or IntegrationProvides IT infrastructure and customer data processing services for BIPA. Handles accounting, IT services, and data management as part of the REWE Group's shared services. Based in Austria.
• Rewe Digital GmbHcoreTechnology or IntegrationProvides IT infrastructure for the BIPA online shop and digital services. Based in Germany, part of the REWE Group's digital operations.
• Post Systemlogistik GmbHmajorChannel Partner/ Reseller/ DistributorHandles warehousing, picking, and packaging of BIPA goods for delivery. Based in Austria.
• Österreichische Post AGmajorChannel Partner/ Reseller/ DistributorDelivers BIPA parcels to customers throughout Austria. Also handles prize shipment for BIPA competitions. Based in Austria.
• ZooRoyal Petcare GmbHminorChannel Partner/ Reseller/ DistributorHandles warehousing and packaging of pet care products for BIPA. Based in Germany.
• Rosalie GmbHminorChannel Partner/ Reseller/ DistributorHandles warehousing and packaging of BIPA goods. Based in Austria.
• Sovendus GmbHminorGTM or Marketing PartnerProvides voucher and special offer services for BIPA customers. Sovendus GmbH, based in Karlsruhe, Germany, delivers targeted voucher offers and discount campaigns. Data transferred includes pseudonymized email hash and IP address.
• ELAINE technologies GmbHminorGTM or Marketing PartnerHandles newsletter delivery for BIPA marketing communications. Based in Germany.
• BRAME AGminorGTM or Marketing PartnerProvides a gamification platform for BIPA's competitions, giveaways, and promotional games. Based in Austria.
• Playable ApSminorGTM or Marketing PartnerProvides a gamification platform for BIPA's promotional games and competitions. Based in Denmark.
• Furigan GmbHminorImplementation/ SI/ Consulting PartnerProvides textile cleaning services for BIPA customers. BIPA accepts textile cleaning orders in-store and forwards them to Furigan GmbH for processing. Customers are notified via SMS when cleaning is complete.
• Meta Platforms Ireland Limited (Facebook, Instagram)majorGTM or Marketing PartnerBIPA maintains Facebook and Instagram pages for customer engagement and targeted advertising. Uses Meta Pixel for conversion tracking and audience targeting. Fanpage Insights data shared with BIPA in anonymized form. Joint controllers under Art 26 DSGVO.
• TikTok Technology LimitedminorGTM or Marketing PartnerBIPA operates a TikTok channel for short-form video content and brand engagement. TikTok is operated by ByteDance (China), and data transfers to China are disclosed as a risk. Based in Dublin, Ireland.
• Billa AktiengesellschaftcoreOthersBilla Aktiengesellschaft is the 100% owner of BIPA Parfumerien Gesellschaft m.b.H. Both are part of the REWE Group, Austria's leading retail group.

Scale indicators2 records

Expansion highlights5 records

Direct peers

• Sephora: Sephora is a global multi-brand beauty retailer with a strong Austrian footprint, directly competing with BIPA in color cosmetics, skincare, and fragrance through both physical stores and online channels.
• Douglas: Douglas is a leading European perfumery and beauty retailer, with an Austrian store network and online shop that directly compete with BIPA's core beauty and fragrance assortment.
• Rossmann: Rossmann is one of Europe's largest drugstore chains, operating in Austria and Germany with an assortment (beauty, baby, household, health) and store-with-pharmacy hybrid model directly comparable to BIPA's.
• Marionnaud: Marionnaud is a pan-European perfumery chain operating in Austria, focused on prestige fragrance, cosmetics, and skincare — a core overlap with BIPA's beauty category.
• dm drogerie markt: dm drogerie markt is the largest drugstore chain in Austria and Germany, with near-identical product mix (cosmetics, baby, household, health) and a comparable private label portfolio. It is BIPA's principal direct competitor in the Austrian market, with similar omnichannel strategy and loyalty programs.
• Müller Drogerie: Müller is a major European drugstore and stationery chain with significant Austrian presence, offering a similar mix of beauty, household, baby, and health products under one roof, with its own private label and promotional cadence closely paralleling BIPA.

Emerging players

• Flaconi: Flaconi is a major German online-only beauty and perfume retailer that ships to Austria, directly competing with BIPA's e-commerce beauty assortment without physical store overhead.
• Action (Action Holding): Action is a fast-growing European non-food discounter with a rapidly expanding Austrian footprint, increasingly overlapping with BIPA in cosmetics, personal care, baby, and household categories at lower price points.
• Notino: Notino is a leading European online-only beauty and fragrance retailer, headquartered in the Czech Republic with strong Austrian market reach, competing with BIPA Online Shop in beauty D2C.

Regional players

• The Body Shop: The Body Shop is a global ethical beauty retailer with Austrian stores and online presence, competing with BIPA in natural/ethical personal care and overlapping with BIPA's bi good sustainability positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BIPA

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about BIPA Parfumerien Gesellschaft mbH