REWE Group


A Trade and Tourism Group Rooted in Cooperatives


A Portrait of REWE Group

A Trade and Tourism Group Rooted in Cooperatives


As one of Europe’s leading trade and tourism groups, REWE Group is a constant companion in life – from daily grocery shopping and the next holiday to do-it-yourself and garden needs. REWE (Revisionsverband der Westkaufgenossenschaften) was established in 1927 by 17 purchasing cooperatives. Even today, the members of the cooperative, particularly the independent retailers, remain an essential component of the company and play a role in decision making as part of a several committees. Nearly 90 years after its establishment, REWE Group has grown into a successful corporate group. In 2014, REWE Group generated total external revenue of around 51 billion euros, including the revenues produced by independent REWE retailers. REWE Group operates stores in 12 countries and employs around 330,000 people. In Germany alone, around 228,000 employees work in around 15,000 stores, including more than 7,500 young people who are being trained by REWE Group.


Multifaceted and Modern. The Trade Formats of REWE Group


REWE Group’s formats are just as diverse as its customers’ wishes and needs. In the food retail sector, REWE Group operates supermarkets that offer fresh foods and products used on a daily basis (REWE, REWE CITY, BILLA), large consumer markets with wide-ranging assortments (REWE CENTER, MERKUR) and discount stores (PENNY, PENNY Market) featuring an inexpensive range. The formats are complemented by organic stores (TEMMA), innovative convenience stores (REWE to go) and e-commerce activities (REWE Lieferservice). REWE Group’s trading expertise also extends far beyond food retail. The company’s portfolio of formats also includes specialist stores. In Germany, REWE Group operates service-oriented DIY stores (toom Baumarkt) and DIY stores for price-conscious craftspeople (B1 Discount Baumarkt). In Austria, REWE Group is also represented in the drug store sector with modern BIPA stores.


Internationally Active. In 12 European Countries


At the beginning of the 1990s, REWE Group put its internationalisation strategy into motion. Today, the company is active in the food retail sector in 11 European countries outside Germany. REWE Group generates around 27 per cent of its total external revenue abroad. Austria is the foreign market producing the highest level of revenue. REWE Group is active there as the market leader in the food retail sector with its BILLA supermarkets, MERKUR consumer markets and PENNY discount stores. Added to this are the BIPA drug stores and the stores run by independent ADEG retailers. In the other countries, REWE Group is represented exclusively by the following branches: BILLA in Bulgaria, Croatia, Czech Republic, Romania, Russia, Slovakia and Ukraine; PENNY in Bulgaria, Czech Republic, Hungary, Italy and Romania; XXL-Mega Discount in Romania and BIPA in Croatia.


First-Class Production Operations. For Bread and Baked Goods, Meat and Sausage Products


In addition to food and specialist stores, the REWE Group portfolio includes the production operations Glocken Bäckerei and the quality butcher Wilhelm Brandenburg. They produce high-quality store brands for REWE and PENNY stores.


Strong Sales Concept Also in Travel and Tourism


REWE Group has been active in the travel and tourism sector since 1988. Under the name of DER Touristik, travel and tourism is the second core business of REWE Group in addition to food retail, with more than 6,500 employees. With the tour operators of DER Touristik, holidaymakers can travel to virtually every country in the world. In 2014, it generated invoiced revenue of 4.9 billion euros in 10 European countries, excluding cooperations. In stationary travel agencies, DER Touristik is the market leader in Germany with more than 2,100 sales locations. With its six tour operators Dertour, Meier’s Weltreisen and ADAC Reisen, ITS, Jahn Reisen and Travelix as well as, DER Touristik ranks number two in the German tour operator market on the basis of consolidated figures. The direct marketer and the hotel chains Club Calimera, lti hotels and PrimaSol Hotels also are part of the company. Around six million holidaymakers use the tour operators of DER Touristik each year.


Attractive Training Programmes


To remain successful, REWE Group invests not only in its expansion, state-of-the art stores and customer-centric assortments, but also in education and training programmes for its employees. One of the focal points is occupational training for young people: In Germany alone, REWE Group offers training programmes in more than 25 occupations in the trade and tourism sectors.