REWE International AG

As a reliable local retailer, we supply Austria with groceries and drugstore items and manage the REWE GROUP’s international business.

Our Company

REWE International AG is part of the REWE GROUP—one of Europe’s leading retail and tourism groups. From our headquarters in Wiener Neudorf, we manage the business in Austria as well as the REWE GROUP’s international grocery operations in eight other European countries.

A Leader in the Food and Drugstore Retail Industry in Austria

With approximately 2,500 stores, REWE International AG is Austria’s leading local retailer. Together with the online stores of BILLA and BIPA, we are the leading local retailer in the grocery sector as well as a specialty drugstore retailer. Other business segments include tourism, wholesale, meat processing, media companies, and retail partnerships.

REWE International AG is one of Austria’s largest employers and apprenticeship training providers. Our success is driven by more than 46,000 dedicated and skilled employees, as well as more than 2,000 apprentices. Whenever possible, we source our products—including those for our approximately 60 private labels—from local farmers and suppliers. For example, BILLA offers 100 percent Austrian fresh meat and poultry. Or more than 160,000 metric tons of Austrian fruits and vegetables per year. In this way, we strengthen the Austrian economy and secure valuable jobs.

Operating in eight additional European markets

REWE International AG has been operating successfully in Central and Eastern Europe since the 1990s. Today, in addition to Austria, we are represented in eight other countries: with BILLA in Bulgaria, Slovakia, the Czech Republic, and the grocery retailer IKI in Lithuania; with the discount chain PENNY in Italy, Romania, the Czech Republic, and Hungary; and with the drugstore chain BIPA in Croatia and Romania.

BILLA BIPA International and PENNY International

With approximately 66,000 employees, 2,800 stores, and gross revenue of approximately 15 billion euros, BILLA BIPA International is one of the leading retail companies in Central and Eastern Europe.

With approximately 30,000 employees, 1,900 stores, and gross sales of approximately 10 billion euros, PENNY International is one of the region’s leading discount retailers.

Our Owners

REWE International AG is wholly owned by the German REWE GROUP —one of Europe’s most successful retail and tourism groups. Its roots date back to 1927, when cooperatives joined forces to organize the joint purchasing of food. This foundation remains evident to this day: The REWE GROUP takes responsibility and is committed to sustainable, long-term growth.

Innovations for the Future

The food retail and tourism industries are undergoing change: globalization is advancing, consumer trends are evolving at an ever-faster pace, and sustainability and digitalization are a must. The REWE GROUP is responding to these changes through its strategic direction and innovations. It is focused on organic growth, consistently pursues its sustainability strategy, modernizes its organization, and continuously develops new market and retail formats.

Our History

The 1950s: Our Beginnings

December 1953 marked our founding: Karl Wlaschek opened the first store of his discount perfume chain in Vienna. A year later, the concept was expanded to the grocery sector. In 1961, Wlaschek named the company BILLA (short for “Billiger Laden,” meaning “cheap store”) and introduced the self-service system, which was revolutionary at the time.

The 1960s: MERKUR and a New Fresh Food Delivery Service

In 1966, the first self-service store opened, covering an area of 1,000 square meters. This was followed by the establishment of MERKUR Warenhandels AG as a supermarket chain. The fresh food service also launched: products such as milk, cheese, and sausage were added to the product range. This opened up a new variety of food options for customers.

The 1970s and 1980s: From a Single Company to a Corporate Group

The company grew and became a corporation in 1977. The first fresh meat department opened. In 1980, BIPA, the company’s own perfume chain, was founded. In 1983, the company entered the discount market with MONDO (now PENNY Markt). New deli departments featuring local and international sausage and cheese specialties are established. The advertising agency marian and the Wegenstein winery are also launched.

The 1990s: Innovation and Expansion

Scanner and ATM checkout lanes, as well as Europe’s first organic brand, Ja! Natürlich, make their debut in the stores. Other popular private labels—such as Chef Menü, LOOK BY BIPA, and clever®—are launched. Ground is broken for the central warehouse in Wiener Neudorf, Lower Austria. The expansion continues: 200 Konsum stores and 160 Meinl locations are acquired. The first stores open abroad—from Italy to the Czech Republic to Romania. The company enters the tourism sector with ITS BILLA Reisen, and in 1996, it becomes part of the RWE GROUP.

The 2000s: Growth Continues

In the new millennium, REWE International AG acquired stakes in ADEG, a long-established Austrian company, and in Sutterlüty, a successful food retailer based in Vorarlberg. . Vegavita marks the launch of the state’s first all-plant-based private label brand.

The 2010s: Working Together for a Better Life

REWE International AG is strengthening its commitment to organic products, animal welfare, regional sourcing, and company-wide energy and climate goals. The online stores billa.at and merkurmarkt.at are creating modern retail formats. In 2016, 25 stores of the insolvent supermarket chain Zielpunkt in Vienna and Lower Austria were acquired. Since 2017, REWE International AG has also been responsible for the REWE GROUP’s international business. In May 2019, the jö Bonus Club was launched and immediately became Austria’s largest customer loyalty program. Currently, 3.8 million customers benefit from the rewards, which can be redeemed at 16 partner companies.

The 2020s: Ready for the Future of Retail

The retail industry is undergoing massive change—and REWE International AG is strategically realigning itself to meet these challenges. In 2020, the management of BILLA and MERKUR will be consolidated, seven sales regions will be created, resources will be pooled, and processes will be optimized. One year later, MERKUR will become BILLA PLUS and thus part of the BILLA brand family. This marks the next step toward a new business model tailored to each customer and location, featuring a format and product assortment that are precisely suited to their needs.