Press Release 20th May 2025

BIPA cuts prices in Austria and expands into Romania

BIPA, the drugstore brand of the REWE Group, is permanently reducing the prices of over 300 items across the range - both own brands and branded products - in its shops and in the BIPA online shop. "Through our development, we are realising further benefits that we are passing on directly to customers: even more own brands, many great promotional benefits and even more permanent price reductions. We will continue on this path so that our customers can simply shop at a good price," says Andreas Persigehl, Managing Director of BIPA, describing the aim of meeting customers' wishes and needs. On average, prices will be reduced by 10 per cent, with some products even seeing price reductions of up to 27 per cent.

A bald man in a dark suit and white shirt smiling in a store setting with shelves and blurred products in the background.

Austrian Martin Gaber becomes Managing Director of BIPA Romania / Copyright: © BIPA Parfumerien Gesellschaft m.b.H / Robert Harson, Reproduction for PR purposes free of charge

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At a glance

BIPA is permanently lowering more than 300 items across all product categories with immediate effect
Successful development of recent years at BIPA in Austria and Croatia enables expansion into Romania
REWE Group thus focuses on international growth strategy and strengthens market presence in Central and Southeastern Europe

BIPA goes Romania

BIPA will expand into Romania next year. This strategic step emphasises the company's success and growth in its existing markets in Austria and Croatia and marks a significant milestone in the international growth strategy of the entire REWE Group. "We are proud to further expand our market presence. This step is proof of our successful development in Austria and Croatia and our commitment to offer products and services at the best price in Romania as well in the future," says Markus Geyer, Managing Director of BIPA.

BIPA is a billion-euro company

BIPA broke through the 1 billion turnover barrier in Austria and Croatia together in 2024 and has laid the foundation for its entry into Romania with this sustained positive development. In the past three years alone, BIPA has increased its turnover in Austria by more than 25 per cent, and in Croatia by more than 72 per cent in the comparative period from 2021 to 2024, making BIPA Croatia the most successful unit in REWE Group. At the same time, 10 shops (141 shops in total) were opened in Croatia and 123 new employees (938 employees in total) were hired.

Market expansion as an opportunity

For BIPA, which will celebrate its 45th anniversary in Austria in 2025, the expansion not only means an increase in size, but also an additional presence for the entire REWE Group in the Central and Southeast European market. Marcel Haraszti, CEO of REWE International AG, emphasises: "The development of the Romanian market is an important step in our international growth strategy. After entering the Croatian market in 2007, Romania will follow in 2026. We look forward to benefiting from the business opportunities in Romania, continuing our positive development and are convinced that we will also be economically successful in Romania."

Investment in a growing Romanian market

REWE Group has been active in Romania with its PENNY discounter since 2001. The company operates 418 PENNY stores there with around 7,500 employees. ‘BIPA's expansion is an important step that will have a positive impact on the entire Romanian market in the long term,’ Haraszti is convinced. BIPA's entry into the Romanian market also means a further boost for an economically emerging country. From 2026, Romanian customers can look forward to an exciting new range of products and services that meet the needs of the Romanian market while offering the highest quality standards at an attractive price-performance ratio.

Austrian Martin Gaber becomes Managing Director of BIPA Romania

BIPA Romania will be managed by an Austrian in future. Martin Gaber (56) will take over the role of Managing Director and thus responsibility for BIPA Romania from 1 June. Born in Mödling (Lower Austria), Mr Gaber has already worked for REWE International AG and gained international experience in Italy and Slovakia before moving to Marionnaud Austria (AS Watson Group) as General Manager and then on to JosdeVries in Munich. Most recently, he was Managing Director of Thomas Philipps Handels GmbH in Vienna.