Press Release 6th June 2024

REWE Group celebrates Pride 2024: Together for diversity and inclusion

REWE Group continues its commitment to LGBTIQ+ rights and visibility with comprehensive initiatives. As every year, BILLA and BIPA are proud partners of Vienna Pride, which culminates in the rainbow parade on 8 June. Network Network / Copyright: © REWE International AG, Reproduction for PR purposes free of charge


As part of Pride Month 2024, REWE Group is reaffirming its commitment to diversity and inclusion and celebrating the successes of its LGBTIQ+ employee network (different together). Since its foundation in Cologne in 2013 and in Austria in 2017, the network has provided a platform for visibility and support for lesbian, gay, bisexual, transgender, intersex and queer employees within the company. The network now has almost 100 members across Austria.

REWE Group sees diversity as a key element of its corporate culture and is proud to create a working environment in which all employees are valued, regardless of their origin, religion, sexual identity, gender, age or disability. "Diversity is our strength and a key factor in our success. Every personality and every idea contributes to new approaches and innovations,’ explains Markus Kuntke, Head of REWE Trend & Innovation.

REWE promotes diversity as a Pride sponsor through its internal LGBTIQ+ network

As a long-standing sponsor of Vienna Pride and Pride Biz Ally, REWE Group is actively committed to the rights and visibility of the LGBTIQ+ community. Highlights of the partnership include participation in EUROPRIDE 2019 with over 450,000 participants and the organisation of a community afterwork event after Pride 2023.

This year, REWE Group is emphasising its commitment by participating in the Pride Run with a 15-strong team from the network. There will be a BIPA Beauty Corner in the Pride Village, where visitors can have their make-up done to match their festival look, and queer employees can also meet up at the BILLA cocktail stand in the Ringstraßengalerien. There are also a number of individual commitments within the Group, such as target group-specific seminars and mentoring programmes. This year alone, over 1,000 employees in all REWE retail companies were sensitised to the topic of LGBTIQ+. In addition to Pride, REWE Group sponsors many other organisations such as the Tuntenball, the Regenbogenball and Aids Hilfe as part of the joint Pink X-Mas event on World Aids Day.

This year, REWE is also involved in the first queer career fair, Rainbow Day. Special Pride products are on offer in the retail companies, such as the rainbow roulade at BILLA Plus, rainbow donuts at BILLA and Vienna Pride Limited Editions: Bi CARE citrus ritual shower gel, BI CARE massage soap, BI CARE mini hand cream, BI CARE sheet mask at BIPA. The products can be found in the BIPA flyer, as well as an advert for the BIPA Beauty Corner in the Pride Village. Attention is also drawn to the products in the BILLA flyer, which is sent out 100,000 times, and the magazine Frisch gekocht! This brings visibility to the topic in the stores and at home in order to raise awareness among customers and employees.

Diversity is multifaceted: promoting diversity in all areas

REWE Group in Austria, which employs people from over 100 nations, emphasises the importance of diversity in all areas. More than 800 employees with disabilities are employed and accessibility is consistently promoted. "We firmly believe that diversity is our strength. It is therefore our goal to create a positive and healthy working environment in which everyone wants to work and live,’ emphasises Marcel Haraszti, CEO of REWE International AG.