REWE GROUP Austria
From a macroeconomic perspective, 2025 was marked by persistently high inflation, which was also reflected in subdued consumer sentiment. Nevertheless, REWE GROUP Austria increased its gross revenue by +2.2 percent to 11.36 billion euros and employed approximately 47,000 people nationwide at the end of the year, underscoring its role as one of the largest private employers in the Austrian retail sector. The food retail division (BILLA, BILLA PLUS, PENNY, ADEG) posted a 1.9 percent increase in revenue. Despite economic challenges, the REWE GROUP is sticking to the largest investment drive in its corporate history: The REWE GROUP invested approximately 300 million euros in Austria in 2025, with 350 million euros earmarked for 2026. By the end of 2027, the Group will have invested a total of 1.5 billion euros in Austria as a business location.
2025 was also a year of strategic decision-making. With the new “ALPHA” logistics center in Wiener Neudorf, the company made the largest single investment in its history—600 million euros—and took a decisive step toward ensuring domestic supply security through automated, future-proof goods logistics. At the same time, the Group sent a clear signal in support of preserving regional structures and local supply: the acquisition of 21 locations from the UNIMARKT Group sustainably strengthened ADEG’s network of independent retailers as well as the store networks of BILLA and PENNY. Another milestone was the expansion of the drugstore chain BIPA into Romania, marking its entry into a new EU market alongside Croatia, where BIPA has been operating very successfully since 2007.
2025 was a year of renewal. Despite challenging conditions, we were able to strengthen our position and carry out important projects for the future. Through our investments in logistics, expansion, and the training of 2,300 apprentices, we are ensuring that we remain stable and productive in the long term. This is how we drive our growth forward together.
Marcel Haraszti
Member of the Executive Board of REWE International AG and, since 2025, responsible for BILLA CEE in addition to the full-assortment business in Austria
BILLA Strengthens Regional Supply Through Entrepreneurship and a Commitment to Austria in Its Product Lineup
In 2025, BILLA recorded sales growth of +1.4 percent in Austria. Every day, BILLA welcomes approximately 1.9 million customers to its stores, underscoring its strong role in Austria’s local food supply. A particularly significant development last year was the strengthening of the “Kaufleute” structure, which already comprised 40 BILLA Kaufleute stores by the end of the year and is thus more firmly anchored in regional supply than ever before. By 2030, a total of 200 BILLA Kaufleute stores are to be integrated into the store network as a central component of BILLA’s strategy. BILLA also once again distinguished itself in the areas of sustainability and agriculture: Since 2020, BILLA has been the first—and so far the only—grocery retailer in Austria to offer fresh meat—including poultry and promotional items—exclusively from Austria. Animal welfare is no longer a niche area at BILLA and accounts for more than 50 percent of sales revenue in the fresh meat category.
BILLA purchases products worth over 2 billion euros annually from local suppliers, thereby sustainably strengthening Austrian agriculture and value creation. The proportion of organic products is also high in certain product categories: for bread and pastries, the organic share is over 50 percent; for fresh milk, over 30 percent; and for vegetables, 29 percent. Overall, organic sales at BILLA in 2025 have grown more than three times as fast as in the conventional sector. With brands such as the organic pioneer Ja! Natürlich, BILLA is thus underscoring its leadership role in the organic sector. In addition, BILLA has taken on a pioneering role in plant-based products and, through BILLA PLUS, offers the largest all-plant-based product range in the Austrian food retail sector, with more than 7,000 plant-based products.
BILLA took a consistent approach to inclusion and, by 2025, employed over 900 employees with disabilities—a record high in the Austrian grocery retail sector. In addition, the grocery retailer introduced the “Quiet Hour” in its first stores as early as the end of 2021. During this time, auditory and visual stimuli in the stores are reduced—a clear sign of greater accessibility in everyday shopping.
BILLA continues to demonstrate its commitment to the community through children’s and youth sports. In partnership with 140 sports clubs and associations, the company has already reached approximately 30,000 children in sports such as soccer, handball, volleyball, sailing, and American football, supported by the club campaign “I Live for My Club!,” in which customers collect raffle tickets for their favorite club and the clubs can redeem them for rewards.
BIPA: Steady Growth, International Expansion, and a Strong Position in Women’s Health
BIPA also continued to perform steadily overall in 2025, with growth of +2.3 percent. In addition to continued strong business performance in Croatia, with growth of 9.7 percent, the main focus was on expansion into Romania, where BIPA opened its first store in the capital, Bucharest, in 2025. The opening of the first store marked the beginning of BIPA’s expansion in Romania. Starting in 2026, the company plans to open 20 to 25 stores annually. At BIPA Austria, one of the country’s largest drugstore chains with approximately one million customers per week, the “Ehrlich gesagt” campaign defined the year and positioned BIPA as an important voice on women’s health, further sharpening the company’s profile in the drugstore retail sector. Social engagement remains a key priority: The “Rote Box” initiative, launched in 2023 in collaboration with the City of Vienna, makes an important contribution to raising awareness about period poverty by providing young women and girls with a total of 27,000 vouchers for free menstrual products each month. In addition, in 2025, BIPA, in cooperation with suppliers, was able to provide a total of 12,000 sleeping spaces in Caritas mother-and-child shelters for mothers at risk of poverty and their children. BIPA is also making a strong international impact in the private-label sector: its own product developments, such as the private labels “bi good” and “Babywell”—some of which are even manufactured in Austria—are offered in all REWE countries and under all REWE brands, both in Germany and in the CEE markets.
PENNY is investing 90 million euros in the company’s largest store renovation project and is stepping up its apprenticeship program
In an environment marked by intense competition and economic challenges, PENNY Austria was able to maintain stable sales levels (0.0 percent) in 2025 following two exceptionally successful years with a total sales growth of 14.5 percent. Last year, PENNY launched the largest store modernization program in the company’s history, which will be consistently continued over the next few years. To this end, PENNY will invest approximately 90 million euros in a new store layout across Austria over the next three years. At the heart of this is a clear emphasis on freshness—with a particular focus on the meat assortment, guaranteed by in-house butchers in 237 stores, as well as an expanded selection of fruits and vegetables, bread, and baked goods.
Since last year, PENNY has been offering the “Central Apprentice Day,” during which particularly dedicated apprentices visit the corporate headquarters, engage with decision-makers, and tour the semi-automated REWE warehouse to gain early insights into various areas of the company. The training program has also been expanded: Starting in their second year of apprenticeship, apprentices can support the Red Cross food bank and gain valuable experience in social engagement. In addition, apprentices from several federal states independently manage a store as part of a project week and participate in a sales competition. All of these opportunities are also available to apprentices in meat sales, who are mentored by experienced department managers and gain additional hands-on experience at producers’ facilities.
Convenience and an increase in customers drove growth in the wholesale sector
REWE GROUP Austria’s wholesale division significantly increased its revenue in 2025, posting growth of +7.9 percent. This was largely driven by the continued strong performance in the convenience segment—particularly among gas station partners with approximately 630 locations—as well as successful new customer acquisition. The dense network of ADEG stores also contributed positively to business performance. Following the acquisition of Unimarkt locations, eleven sites were gradually reopened as ADEG stores in 2026; an additional seven locations were acquired from BILLA, and three from PENNY. By continuing to operate the former Unimarkt locations, the REWE retail companies are sending a strong signal about their commitment to securing local food supply in Upper Austria, Lower Austria, and Styria.
Tourism: Upturn and High Demand for Mediterranean and Long-Haul Destinations
The tourism sector also experienced very strong growth following several years of pandemic-related restrictions. DERTOUR Austria generated revenue of 326 million euros in Austria, an increase of 11.6 percent. In 2025, demand focused primarily on traditional Mediterranean destinations such as Greece, Turkey, Spain, and Egypt, while in the long-haul travel segment, the Maldives, Mauritius, and Thailand were particularly popular.
Company Financials for 2025
REWE GROUP's Performance in International Markets
PENNY International: Strong Growth and Targeted Investments in a Challenging Market Environment
PENNY International closed the 2025 fiscal year with a significant increase in revenue. The national subsidiaries boosted total revenue to 9.9 billion euros, a 6.3 percent increase over the previous year. Romania was once again the growth driver: In the year of the brand’s 20th anniversary, PENNY Romania posted a 13.8 percent increase and opened 40 new stores. With the launch of a new logistics center in Mihăilești—which utilizes modern energy and heat recovery technology—PENNY Romania also underscored its commitment to sustainability within its distribution network. The company also saw significant growth in the Czech Republic and Hungary. In the Czech Republic, a new logistics center in Smiřice is driving strategic expansion in growth regions.
Our national subsidiaries demonstrated their strength in 2025 amid challenging conditions. We are consistently investing in the modernization of our infrastructure, in value for money, and in the development of our employees. The 40 new stores in Romania alone demonstrate that we are not only achieving growth but also ensuring it is sustainable; this will remain our goal in 2026 as well.
Michael Jäger
Member of the Executive Board of REWE International AG and responsible for PENNY International
BILLA CEE: Growth and Momentum Through a Logistics Investment in Bulgaria
BILLA CEE’s business units also posted growth, achieving a total increase of 6.2 percent to 4.9 billion euros across 891 locations. The Lithuanian company IKI, which posted growth of 7.8 percent, and the BILLA organizations in the Czech Republic and Bulgaria, which also significantly increased their sales (BILLA CZ +6.9 percent and BILLA BG +6.3 percent). BILLA Bulgaria celebrated its 25th anniversary in 2025 and opened a new, state-of-the-art logistics center in Zagore during its anniversary year. With an investment of approximately 30 million euros, the company is creating 250 new jobs in the region. The warehouse—which is also the company’s third logistics site in the country—significantly enhances supply efficiency and bolsters the regional economy.
With a strong performance both domestically and internationally, a clear focus on customer satisfaction, local regional supply, and investments in the future, the REWE GROUP emerges from 2025 in a stronger position and continues to pursue its course consistently in 2026