‘2025 is all about innovation and investment: we want to revitalise retail and promote sustainable solutions at the same time. With the modernisation of our shops, the expansion of e-charging stations and photovoltaic systems, we are taking clear steps for the future,’ explains Marcel Haraszti, CEO of REWE International AG, and adds: ’The new BILLA store in Pilotengasse in Vienna-Donaustadt sets new standards for ecological responsibility and sustainability. Thanks to a climate-friendly construction method using certified wood and a PV system for power supply and heat recovery, five environmental certificates, including ÖGNI in platinum and Klimaaktiv in gold, have been awarded. The outdoor areas are unsealed and greened in accordance with the BILLA greening manual, which promotes local biodiversity. In addition, the focus is on fresh, regional products and plastic-free shopping options thanks to an unpackaged station.’
Over 200 new builds and conversions in Austria in 2025
In the area of shop development, REWE Group is planning a total of 23 new openings at BILLA, 10 at BIPA and 7 at PENNY and one new ADEG store for 2025, as well as more than 10 new ADEG stores through a change of operator or acquisition. At the same time, 82 BILLA, 31 BIPA and 58 PENNY stores are being comprehensively modernised, while 5 ADEG stores will be renovated in the first half of the year alone. These investments are aimed at further improving the shopping experience and strengthening customer loyalty. New solutions are also being offered to make the rigid opening hours in Austria more flexible: a new BILLA Box on Triester Straße in Vienna, for example, enables customers to shop for groceries in self-service mode, and further BILLA Boxes are planned for 2025 - for example at the Verteilerkreis in Vienna-Favoriten.
Focal points and innovations at the trading companies
BILLA sets high standards
In 2020, BILLA became the first domestic food retailer to set a strong example by offering only 100% fresh meat from Austria. This guarantees high domestic standards. The BILLA animal welfare initiative sets further milestones: BILLA offers customers a wide range of animal welfare products, with BILLA PLUS even offering the largest range in Austria. And with more than 7,000 purely plant-based products, BILLA PLUS also has the largest purely plant-based range, including more than 80 attractively priced Vegavita products.
BIPA: 45th anniversary and focus on sustainability
BIPA celebrates its 45th anniversary in 2025. The first shop on Goldschmiedgasse in Vienna is still in operation today. Own brands such as ‘bi good’, 80 per cent of which are produced in Austria, underline BIPA's commitment to sustainability. The focus is on environmentally friendly products with regional raw materials that are both high quality and affordable.
PENNY: Butcher tradition and brand diversity
PENNY remains the only brand discounter in Austria with a 55 per cent brand share. With 280 butchers, 18 of whom are women, PENNY ensures craftsmanship and sustainable processing according to the ‘nose to tail’ principle. This contributes to the effective utilisation of resources and underlines the high quality standards. In addition, PENNY offers a balanced mix of branded products and own brands in order to offer customers both choice 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 and optimised building technology will significantly reduce energy consumption, which will benefit the environment and reduce operating costs. ADEG retailers are also using new technical solutions to ensure greater customer satisfaction: hybrid checkout systems allow customers to shop using self-service checkouts, even outside of opening hours.
Commitment to climate protection and green markets
As part of its climate strategy, REWE Group plans to equip a total of over 50 shops with Green Pass certification by the end of 2025. One outstanding example is the BILLA store on Pilotengasse in Vienna-Donaustadt, which opened in November 2024 and is considered the ‘greenest’ BILLA in Austria. This store sets standards in sustainable construction with certified timber building materials, extensive greenery and the use of renewable energy.
In addition, the number of e-charging stations was further increased in 2024 to offer customers an even more convenient and sustainable shopping experience and to actively promote the expansion of electromobility in Austria. Photovoltaic systems on the roofs of selected buildings throughout Austria and internationally are also being expanded on an ongoing basis in order to cover energy requirements sustainably. With these initiatives and focal points, REWE Group is emphasising its commitment to social and ecological responsibility and paving the way for a successful year 2025.
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