REWE Group Austria invests 1.5 billion euros in the industrial location of Austria

Largest investment offensive in company history planned with €1.5 billion

The success of the REWE Group is closely tied to investments in the economic location of Austria. In 2024, the REWE Group invested over €400 million in modernizing branches and implementing sustainable measures. In the coming three years, an investment offensive of €1.5 billion will follow at the location in Austria. In addition to comprehensive modernization of the branches, a focus will be placed on investments in logistics, particularly in the logistics center in Wiener Neudorf. Here, the restructuring of dry goods logistics is planned on already existing, built-up space. The goal is to ensure long-term supply security, especially for Lower Austria, Vienna, and Burgenland, and to strengthen the resilience of Austrian supply chains. For this alone, €600 million is budgeted over the next five years. This constitutes the largest infrastructure project in the company’s history and also the largest investment by a private company in Lower Austria in recent years.

BILLA (BILLA and BILLA PLUS) managed to assert itself in 2024 with a growth of 3.8 percent in a highly competitive environment. “We are proud of the good sales results achieved under challenging economic conditions. Contributing to our success have been our private labels, which have become real customer favorites. Ja! Natürlich celebrated its 30th anniversary in 2024 – a clear sign of our ongoing commitment to organic quality. Our efforts to improve animal husbandry conditions in conventional agriculture with the ‘Fair zum Tier!’ initiative are also noteworthy. BILLA has been the only grocery retailer for five years to offer exclusively fresh meat from Austria, while BILLA PLUS has the largest purely plant-based assortment in the country with over 7,000 products,” emphasizes Marcel Haraszti, board member of REWE International AG, highlighting the pioneering role in various product areas. “Despite ongoing challenges such as consumer reluctance and high energy prices, our goal remains clear: We are continuously working to offer our customers the best products and services,” says Haraszti. A special passion project for BILLA is support for the development of local sports talent. The partnerships now include youth football, handball, sailing, and American football, making a valuable societal contribution.

Successful both in-store and online

The REWE Group reacts to new consumption trends: The 2024 eCommerce realignment includes partnerships with foodora in quick commerce, an expansion of the Click & Collect offering, and improved delivery coverage of the BILLA online shop in the core eastern region.

Within the cooperative structure of the REWE Group, BILLA retailers play an important role. The 23 BILLA retailers look back on a successful year in 2024, and another similar number of retailers is expected to join in 2025. Haraszti: “Our BILLA retailers benefit from a unique concept in Austria, primarily characterized by the joint company with active participation from BILLA and comprehensive support, from accounting to payroll and legal assistance. This optimally promotes entrepreneurial freedom, strong regional ties, and close customer relationships, which are directly reflected in economic success.”

REWE Group purchases Austrian products worth over €2.7 billion

A regional assortment strengthens farmers and businesses from the surrounding area – and thus also supports the living environment of our more than 1.9 million daily customers. At the same time, short transport routes and seasonality contribute to a lower ecological footprint. For over 70 years, BILLA has been a reliable partner for regional producers, and the discount chain PENNY also relies on a national product assortment. This clear commitment to regionality is also reflected in numbers: In 2024, domestic producers generated €2.7 billion with BILLA and PENNY. “As the REWE Group, we stand for partnerships with our suppliers and aim to expand our regional assortment in close cooperation with local suppliers in the interest of our customers. Currently, BILLA sources from more than 2,800 regional and local suppliers with around 25,000 products,” says Haraszti.

In terms of sustainability, new standards were set last year. The BILLA store on Pilotengasse in Vienna-Donaustadt is Austria's showcase market for ecological responsibility and sustainability. Thanks to climate-friendly construction using certified wood, as well as a PV system for power generation and heat recovery, the store has been awarded five environmental certificates, including ÖGNI in platinum and Klimaaktiv in gold. The outdoor areas are being unsealed and landscaped in accordance with the BILLA greening guidelines, which promotes local biodiversity. Additionally, the focus is on fresh, regional products and plastic-free shopping options through a zero-waste station. This store is one of over 50 locations planned for Green Pass certification by the end of 2025.

PENNY achieves a sales increase of 3.5 percent

PENNY Austria increased its revenue by 3.5 percent in 2024. The discounter, with a brand share of 55 percent, is also the only discounter in Austria with its own butcher. 280 butchers, including 18 women, ensure craftsmanship competence and sustainable utilization based on the "nose to tail" principle. The investments made in the store network in 2024 will be significantly intensified this year: After renovating 22 stores and opening 9 new ones last year, 2025 will see another 7 new builds and the renewal of 58 stores. This modernization offensive will continue in the coming years. By the end of 2027, the entire store network is expected to be converted to the new concept. In 2024, PENNY also focused on preparing for the new one-way deposit system, having installed machines for the return of aluminum cans and plastic bottles at all 317 PENNY locations and establishing storage capacities in the stores.

BIPA sees revenue growth of 5.9 percent

BIPA recorded another successful year in 2024, with an increase of 5.9 percent to over €968 million, and aims to strengthen its market position and further develop its successful private labels. The sustainable private label bi good celebrated its 10th anniversary in 2024. The bi good range emphasizes environmental protection and high quality, while also offering attractive prices. 80 percent of all bi good products are developed and produced in Austria, with a special focus on sustainable packaging. The business managed from Austria in Croatia, with 141 locations and 938 employees, was again exceptionally successful last year: BIPA Croatia was the fastest-growing international unit of the REWE Group with a growth rate of 17.2 percent.

REWE Wholesale Austria sees an increase of 3.2 percent

The REWE wholesale business, supplying ADEG retailers, gas station shops, and cooperation partners, managed to expand its revenue by 3.2 percent despite challenging conditions. In 2024, eight new additions – including those from SPAR retailers – sustainably strengthened the market position. Innovative hybrid concepts from ADEG retailers, which use self-service checkouts and technical solutions to remain open for customers outside of standard hours, will continue to grow. The cooperation with oil companies also performed well in 2024 – 632 gas station shops (+24) are now supplied with the co-brandings Jet – "Billa Stop & Shop," SHELL – "Billa Unterwegs," BP – "Billa Now," and OMV "Billa Viva" as well as "ADEG am Weg" gas stations.

Tourism industry reports an increase of 39.0 percent

The tourism sector had a very successful year. The total revenue of the tourism unit rose by 39.0 percent to €292.5 million in 2024. This remarkable growth was driven partly by the insolvency of a major competitor and the ongoing pent-up demand following the years of restricted travel during the pandemic. Popular beach destinations in the Mediterranean, particularly Greece, Egypt, Spain, and Turkey, performed well. In long-haul travel, the Maldives, Mauritius, and Thailand were at the forefront in 2024.

Record intake of apprentices

With around 2,400 apprentices at BILLA, BILLA PLUS, BIPA, PENNY, and the headquarters, the REWE Group Austria takes a leading role in apprenticeship training. While the total number of apprentices in Austrian retail is declining by about 6 percent, the REWE Group Austria employed 12 percent more apprentices in 2024. “It is our great wish to offer young people solid and future-proof training. The training of apprentices was, is, and will continue to be a central part of our corporate philosophy,” explains Haraszti. A key aspect of training at the REWE Group is the close cooperation with vocational schools. For 15 years, REWE Group classes have enabled particularly practice-oriented and high-quality training programs through intensified cooperation with schools. Training and further education do not end with the completion of the apprenticeship: In 2024, 24,000 employees participated in in-person seminars, specialist training, and many other further education programs, with BILLA training thousands of employees each year at 9 training centers.

Liberalization of opening hours: swift implementation demanded

“We welcome the liberalization of store opening hours for local suppliers as outlined in the government program, which can be fully digital or operated digitally and without staff during off-peak hours. Longer opening hours correspond to customers’ needs for shopping options during off-peak hours and on weekends and holidays, especially at high-traffic locations,” says Marcel Haraszti. "Currently, there is a self-service market (Billa Box) in Vösendorf and one in Wiener Neudorf, with another opening soon at the distribution circle in Vienna-Favoriten. Local suppliers in rural areas, which are staffed during peak hours, could also benefit from the ability to keep their markets open without staff during off-peak hours. We therefore advocate for the swift legislative implementation of this liberalization in the interest of our customers.”