Press Release 14th January 2025

REWE Group provides outlook for 2025: focus on sustainability, innovation and expansion

REWE Group will continue to pursue a clear strategy in the areas of animal welfare, climate protection and the modernisation of its shops in 2025. With a total of 2,570 locations in Austria and around 47,000 employees and 2,250 apprentices, the company ensures that over 1.9 million customers throughout Austria are supplied with food every day. REWE Group pursues sustainable and innovative solutions and positions itself as a responsible employer and partner for regional producers.

A large group of people gathered in front of a Billa store, waving and cheering. The store has a wooden facade with several sections, and the sky is dotted with colorful balloons reaching upwards.

In the area of shop development, REWE Group is planning a total of more than 200 new shops and refurbishments in Austria in 2025, including around 50 new openings. / Copyright: © BILLA AG / Robert Harson, Reproduction for PR purposes free of charge

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At a glance

Store Development: Over 200 new constructions and renovations are planned for 2025, including around 50 new openings for BILLA, BIPA, PENNY, and ADEG, as well as extensive modernizations.
Sustainability in Focus: The REWE Group plans to have over 50 stores with Green-Pass certification by the end of 2025 and to expand E-charging stations as well as photovoltaic systems in Austria.

“2025 is dedicated to innovation and investment: We want to invigorate trade while promoting sustainable solutions. With the modernization of our stores, the expansion of E-charging stations and photovoltaic systems, we are taking clear steps towards the future,” explains Marcel Haraszti, Board Member of REWE International AG, and adds: “The new BILLA store in Pilotengasse, Vienna-Donaustadt sets new standards for ecological responsibility and sustainability. Thanks to a climate-friendly construction using certified wood and a PV system for power supply and heat recovery, five environmental certificates have been awarded, including ÖGNI in Platinum and Klimaaktiv in Gold. The outdoor areas are paved over and greening is carried out according to the BILLA greening manual, which promotes local biodiversity. Moreover, there is a focus on fresh, regional products and plastic-free shopping options through a unpackaged station.”

Over 200 new constructions and renovations in 2025 in Austria

In the area of store development, the REWE Group plans a total of 23 new openings for BILLA, 10 for BIPA, and 7 for PENNY in Austria for 2025, along with one new ADEG store and more than 10 new ADEG stores through operator changes or acquisitions. Parallel to this, 82 BILLA, 31 BIPA, and 58 PENNY locations will be extensively modernized, and within the first half of the year, 5 ADEG stores will be renovated. These investments aim to further enhance the shopping experience and strengthen customer loyalty. Additionally, new solutions will be offered to make fixed opening hours in Austria more flexible: a new BILLA Box on Triester Straße in Vienna allows customers to shop for groceries through self-service, with more BILLA Boxes planned for 2025 – such as one at Verteilerkreis in Vienna-Favoriten.

Focus areas and innovations in trading companies

BILLA Sets High Standards

As the first local food retailer, BILLA made a strong statement in 2020 by offering fresh meat exclusively from Austria, ensuring high local standards. With the BILLA animal welfare initiative, more milestones have been set: BILLA offers a wide range of animal welfare products to customers, with BILLA PLUS even having the largest selection in Austria. Moreover, with over 7,000 purely plant-based products, BILLA PLUS also has the largest purely plant-based selection, including more than 80 competitively priced Vegavita products.

BIPA: 45th Anniversary and Focus on Sustainability

In 2025, BIPA celebrates its 45th anniversary. The first store, located in Goldschmiedgasse in Vienna, is still in operation today. Private labels such as “bi good,” which are produced 80 percent in Austria, highlight BIPA's commitment to sustainability. The focus is on eco-friendly products made with regional raw materials that are both high-quality and affordable.

PENNY: Butcher Tradition and Brand Variety

PENNY remains the only brand discounter in Austria with a 55 percent brand share. With 280 butchers, 18 of whom are women, PENNY ensures artisanal competence and sustainable utilization following the "nose to tail" principle. This contributes to the effective use of resources and underscores its high quality standards. Additionally, PENNY offers a balanced mix of branded products and private labels to provide customers with both variety and price advantages.

ADEG: Strengthening Local Supply

With the opening of the 120th energy-efficient ADEG store in 2024, ADEG retailers are sending a strong signal for sustainability. The use of modern cooling and heating systems, along with optimized building technology, significantly reduces energy consumption, benefiting the environment and reducing operating costs. Furthermore, ADEG retailers provide enhanced customer satisfaction with new technical solutions: hybrid checkout systems enable shopping through self-checkout registers, even outside of regular opening hours.

Commitment to climate protection and green markets

As part of its climate strategy, the REWE Group plans to equip over 50 stores with Green-Pass certification by the end of 2025. A standout example is the BILLA store in Pilotengasse, Vienna-Donaustadt, which opened in November 2024 and is regarded as the “greenest” BILLA in Austria. This store sets benchmarks in sustainable construction using certified wooden materials, extensive greening, and the utilization of renewable energies.

Additionally, the number of e-charging stations continued to increase in 2024 to provide customers with an even more convenient and sustainable shopping experience and to actively promote the expansion of electric mobility in Austria. To sustainably meet energy needs, photovoltaic systems on the roofs of selected buildings are being continuously expanded both nationally and internationally. With these initiatives and focus areas, the REWE Group emphasizes its commitment to social and ecological responsibility and prepares the way for a successful year in 2025.