PENNY International recorded a revenue increase of 7.8 percent to €9.34 billion. The full range in the CEE region (BILLA, IKI) achieved a sales revenue of €4.58 billion with an increase of 4.8 percent. Additionally, the number of employees in International Trade increased by 1,450 to 95,156. In 2024, the REWE Group continued its investment offensive with a volume of over €1 billion.d
PENNY International shows strong growth
As a country-specific discounter in Italy, Austria, Hungary, the Czech Republic, and Romania, PENNY International was able to grow strongly again in 2024 and achieve an increase in revenue in all countries. PENNY Romania was once again the growth leader with +14.9 percent, followed by PENNY Czech Republic with +9.7 percent, PENNY Hungary at +5.8 percent, PENNY Austria at +3.5 percent, and PENNY Italy with +1.4 percent (all figures currency-adjusted).
“We look back on a successful year. A cross-country revenue increase of 7.8 percent to €9.34 billion shows that we are meeting the needs of our customers well with our offerings. At the same time, we are observing that financial caution among consumers has intensified. Customers are increasingly turning to private label products and are particularly attentive to national products. This trend underscores the necessity to continue offering high-quality local alternatives that combine quality and good value for money,” emphasized Michael Jäger, board member of REWE International AG. The number of employees increased by 1,847 to 29,866. Furthermore, the entire PENNY International store network expanded by 78 to a total of 1,868 locations, sustainably extending the investment offensive. Last year alone, 40 new stores were opened in Romania.
Full range CEE (BILLA, IKI) invests in new concepts and new stores
Revenue growth was also recorded in all full range CEE markets (BILLA in Bulgaria, Slovakia, and the Czech Republic and IKI in Lithuania). BILLA Bulgaria experienced the strongest revenue increase at +6.1 percent, followed by BILLA Czech Republic (+5.6 percent). IKI in Lithuania managed to hold its second place in the market, achieving a revenue increase of 5.1 percent. BILLA Slovakia increased revenue by 2.4 percent in a difficult market environment. The total revenue of the full range CEE rose to €4.58 billion, reflecting an increase of 4.8 percent.
“Despite the challenging economic environment with high deflation in Bulgaria, the Czech Republic, Slovakia, and Lithuania, we were able to achieve positive business results in 2024. In times of changing consumer behavior, we solidified our market position in all four countries. The year 2024 has demonstrated that consumers in these countries are primarily worried about rising living costs and their own financial situations. With new regional private labels and attractive offers in our customer loyalty programs as well as new store concepts, we were able to meet our customers’ expectations. Further continuous investments in our store network and logistics will shape the upcoming year,” said Espen B. Larsen, board member of REWE International AG. The store network was also expanded by +33 to 860 locations last year, with the number of employees rising to 22,091.
Full range Austria with +5.1% revenue growth
The past financial year in the full range Austria (BILLA, BILLA PLUS, BIPA including BIPA Croatia, wholesale, and tourism) was very successful with a revenue growth of +5.1 percent to €9.90 billion. “The positive development of our private labels across all price categories and focus areas, such as organic or green products, highlights our clear strategy for high-quality products at affordable prices, applicable to both food retail and drugstore retail. Particularly noteworthy is the business managed from Austria in Croatia, where an increase of 17.2 percent was achieved with 938 employees at 141 locations,” expressed Marcel Haraszti, board member of REWE International AG, with pleasure.
An increasingly important business area is the independent retailers of BILLA and ADEG. The BILLA retailers are the independent pioneers who have established themselves after almost three years, with their number rising to 23 last year. ADEG, on the other hand, celebrates its 130th anniversary this year, which impressively demonstrates how sustainable and enduring the retail trade can be. All independent retailers stand for maximum customer proximity and regional commitment and prove daily how entrepreneurial spirit and commitment lead to success.
More than 1 billion euros invested
2024 was the year of investments: over €1 billion was allocated, among other things, to modernizing the stores (currently 4,654 locations). There was also an intensive effort to expand the private label segments. “In the past year, we expanded our workforce by 1,450 people,” said Kunath. “My thanks go to all 95,156 colleagues in the markets and central units in Austria, Italy, Slovakia, the Czech Republic, Hungary, Croatia, Romania, and Lithuania, who give their best every day for the satisfaction of our customers.”
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