REWE International

What REWE International does

REWE International AG is the Austrian holding entity of the broader REWE Group, headquartered at Industriezentrum NÖ-Süd in Wiener Neudorf. It operates a multi-format European retail platform combining food supermarkets (BILLA, with 1,300+ stores in Austria), discount retail (PENNY), drugstores (BIPA), and a cooperative retail banner (ADEG), alongside IKI supermarkets in Lithuania and BIPA stores in Croatia. The group reaches approximately 11 million consumers daily across roughly 2,660–4,400 stores in 10 European countries, with gross retail sales of €9.57 billion disclosed for 2022 and ~95,000 employees globally (~46,600 in Austria).

The business model is B2C retail revenue driven by food and everyday consumer goods across multiple price-point formats (premium supermarket, value discount, drugstore, cooperative). Backward integration is material: REWE Fleischwaren operates meat-processing facilities in Radstadt and Eberstalzell; REWE Lager & Transport runs dedicated distribution warehouses in multiple Austrian locations (Vienna, St. Pölten, Ohlsdorf, Kalsdorf, St. Veit an der Glan, Hallein). Private-label brands — Ja! Natürlich (organic), Clever (value), Wunderlinge (children's), bi good (sustainability), and Wegenstein (wine) — anchor margin capture inside the banners. Adjacent subsidiaries include in-house agency marian, publishing arm RG Verlag, travel division REWE Austria Touristik, and point-of-sale specialist MAXFIVE.

Technically, the stated stack centres on retail operations technology, logistics and supply-chain management systems, and energy trading platforms (firmographics). No public API, SDK, or app inventory is disclosed. Group-wide training infrastructure includes 20 distinct apprenticeship occupations with 2,300 apprentices and structured onboarding mentors. Ownership is private, with no public ticker, no parent company, and no documented VC or PE backers in the source data.

Name

REWE International

Legal name

REWE International AG

Website

https://rewe-group.jobs

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

REWE International AG is the Austrian holding entity of REWE Group, operating BILLA, PENNY, BIPA, ADEG, and IKI retail banners across 10 European countries, serving 11 million+ consumers daily through ~2,660 stores with €9.57 billion in 2022 gross retail sales.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Food and Beverage Retailers (445)

SIC

Retail-Grocery Stores (5411), Food And Kindred Products (2000)

akta.pro primary industry

Refrigerated Ready-to-Eat Foods (Deli Salads, Sandwiches, Meal Kits) (CRADACAH)

akta.pro secondary industries

Refrigerated/Chilled Foods Wholesale (Deli, Prepared, Fresh Pasta, etc.) (AFAIAHAB), Shelf-Stable/Retort Prepared Meat & Seafood Meals (AFANAFAE)

Keywords

• Food retail
• Grocery supermarkets
• Discount retail
• Drugstore retail
• Private label products

Headquarters

HQ city

Wiener Neudorf

HQ country

Austria

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Revenue generated from retail sales of food and everyday consumer goods through owned retail store chains including BILLA, PENNY, BIPA, and ADEG. Gross retail sales of 9.57 billion euros in 2022.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

REWE International AG operates multi-brand retail chains across Austria and Central/Eastern Europe, selling food, groceries, drugstore, and everyday consumer goods through owned retail store networks including BILLA (supermarket), PENNY (discount), BIPA (drugstore), ADEG (cooperative retail), and IKI (Lithuania). The company also runs private-label product lines, meat production, logistics, in-house advertising, and travel services as supporting functions of its core retail operations.

Product overview

REWE International AG operates a multi-brand retail portfolio under the REWE Group umbrella, managing retail chains BILLA (supermarket), PENNY (discount), BIPA (drugstore), and ADEG (cooperative retail) in Austria and internationally. The company supports these retail brands with private label products including Ja! Natürlich (organic), Clever (value), Wunderlinge (children's), bi good (sustainable), and Wegenstein (wine). Central operations include REWE Austria Fleischwaren for meat production, MAXFIVE for point-of-sale expertise, marian in-house agency, RG Verlag publishing division, and REWE Austria Touristik for travel services. The head office in Wiener Neudorf manages both Austrian operations and international retail business across 10 European countries.

Differentiator

Problem solved

Functional benefit

Brands

• Ja! Natürlich: Organic and natural own-brand product line
• Clever
• Wunderlinge
• bi good
• Wegenstein
• MAXFIVE

Products and services

• BILLA Austria's leading food retail supermarket chain operating over 1,300 stores, offering everyday consumer items with a focus on proximity and reliability for individual shoppers.
• PENNY Discount retail chain operating stores across Austria and internationally in Italy, Romania, Czech Republic, and Hungary, providing affordable everyday products to value-oriented consumers.
• BIPA Modern drugstore chain offering beauty, hair, fragrance, dental care, and baby products at competitive prices; expanded to Croatia in 2012.
• ADEG Cooperative retail chain focused on offering customers what they need in their local communities, operating neighborhood stores.
• IKI Supermarket chain operated by REWE Group in Lithuania, part of the company's international retail presence in Northern Europe.
• Ja! Natürlich REWE Group's private-label brand known for organic and natural products, sold across BILLA and other retail banners.
• Clever REWE Group's value-oriented private-label brand offering budget-friendly everyday products across food and household categories.
• Wunderlinge REWE Group's private-label brand for children's products.
• bi good REWE Group's private-label brand focused on organic and sustainable products.
• Wegenstein REWE Group's private-label brand for wines and beverages.
• REWE Austria Fleischwaren GmbH Meat products division responsible for ensuring fresh goods and best quality across all Austrian stores, operating production facilities in Radstadt and Eberstalzell.
• MAXFIVE Austria's market leader in point of sale, providing sales-boosting retail experiences and POS marketing expertise for retail clients.
• marian REWE International's in-house advertising agency creating advertising materials from layout to completion for the group's retail brands.
• RG Verlag REWE Group's publishing division producing content that informs and entertains readers while actively shaping the company's image.
• REWE Austria Touristik Tourism division combining flights, hotels, transfers, tour guides and supporting programmes to create individual holiday packages under tour brands.

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor.

• Jugend&Beruf Career FairminorGTM or Marketing Partner · 30 September 2026Partnership for Jugend&Beruf career fair connecting REWE Group with potential job candidates.
• Rainbow Day (Diversity Organization)minorGTM or Marketing Partner · 26 September 2026Collaboration for Rainbow Day diversity career fair event, sharing insights into REWE Group's diversity culture and career opportunities in their diverse working environment.
• University of ViennaminorStrategic or Co-development Partner · 17 September 2026Partnership for Berufsbildertag (Career Profiles Day) where various professional roles are presented on stage and introduced to students. Part of educational institution services provided by REWE Group.
• School and University PartnersminorStrategic or Co-development PartnerEducational institution partnerships for apprenticeships, trainee programs, and graduate recruitment. Includes services for schools and supporting organizations.
• IZIBIZI Kids Corner Crèche/KindergartenminorOthersDiscounted childcare partnership for employees at REWE Group head office locations.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SPAR Österreichische Warenhandels-AG: Austrian grocery cooperative and the closest direct competitor to BILLA and ADEG. Operates a comparable mix of supermarket formats (SPAR, EUROSPAR, INTERSPAR), private labels, and regional grocery banners across Austria and neighbouring markets, competing head-to-head for Austrian shoppers' baskets.
• Hofer KG (Aldi Süd Austria): Austrian arm of the Aldi Süd discount group and PENNY's most direct competitor. Operates the same hard-discount grocery model with a deep private-label assortment, competing on price in exactly the same Austrian and CEE markets where PENNY operates.
• Lidl Österreich: Schwarz Group's Austrian discount banner, competing directly with PENNY in Austria and with PENNY's CEE operations across Italy, Romania, Czech Republic, and Hungary. Same hard-discount format and private-label-led proposition.
• dm drogerie markt: Austrian and DACH drugstore market leader. Competes directly with BIPA across beauty, personal care, baby, and household categories, with a deeply developed private-label range and an advanced omnichannel loyalty and app ecosystem.
• Müller Drogeriemarkt: Large European drugstore chain with significant Austrian presence, competing with BIPA in beauty, drugstore, and household assortments. Comparable mid-market positioning to BIPA but with a broader non-food mix.

Broad incumbents

• EDEKA Group: Germany's largest grocery cooperative, comparable in structure and scale to the REWE Group parent. Operates a similar multi-banner grocery and discount strategy and is the German-side broad incumbent that competes with REWE in adjacent formats and through shared private-label supply.
• Kaufland (Schwarz Group): Hypermarket banner of the Schwarz Group (parent of Lidl). Competes with REWE International's larger BILLA and ADEG superstore formats across CEE on assortment breadth, fresh, and private-label pricing.
• METRO AG: European cash-and-carry and foodservice wholesaler. Relevant as a comparable operator in food distribution/wholesale, serving HoReCa customers — an adjacent business model to REWE Lager & Transport's distribution function.
• Carrefour: Global multi-format grocery retailer present across many of the same European geographies. Provides a comparable benchmark for multi-format (hypermarket, supermarket, discount) grocery strategy, scale economics, and private-label execution.

Regional players

• Maxima Group: Baltic and CEE grocery operator running chains in Lithuania, Latvia, Estonia, Poland and Bulgaria. Directly competes with BILLA and IKI in the same Lithuanian and Bulgarian markets as REWE International's regional entities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries11 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 REWE International