BIPA, founded 45 years ago in Austria, has also successfully established itself in Croatia since 2007 and has achieved remarkable success in recent years. Sales in Austria have increased by 25 percent over the last three years, and in Croatia by over 70 percent.
The upcoming expansion in Romania represents another significant step in BIPA's growth strategy and strengthens the brand in these countries. The aim is to exploit synergies without losing independence in the respective markets and to preserve the characteristic BIPA spirit in all countries.
Markus Geyer to head BIPA International in future
From 1 September 2025, BIPA International will be led by Markus Geyer as CEO, who will also take on the role of management spokesperson for BIPA in Austria. Markus Geyer (46) began his career in 2002 at the REWE Group in the IT department. In 2004, he took on his first management position as Head of CRM at BIPA, where he launched the BIPA Card and BabyClub, among other things. In January 2008, he moved to BIPA Croatia to join the management team. There, he played a key role in shaping the success story of BIPA Croatia for almost 12 years, which now has more than 140 stores and over 1,000 employees, until he returned to Austria in October 2019. Since then, Markus Geyer has been part of the management team at BIPA in Austria and is responsible for purchasing, marketing, controlling and customer insights.
The managing directors in Croatia, Tina Jurjevic and Marijan Boskovic, as well as BIPA Romania managing director Martin Gaber, will report to Markus Geyer in future.
Daniela Reumann becomes managing director of BIPA
From September 2025, Daniela Reumann will join Geyer as managing director at BIPA Austria and will be responsible for sales, construction technology and supply chain. She succeeds Andreas Persigehl, who is returning to his native Germany to take up the position of chairman of the management board for the REWE North region. Andreas Persigehl and Markus Geyer have been the BIPA management team since 2021. Prior to that, he was logistics manager and sales manager for the REWE North Region, to which he is now returning.
Daniela Reumann (44) began her professional career in 2005 in REWE's central purchasing department, where she held various purchasing positions for 11 years. In 2016, she moved to BIPA as purchasing manager, where she played a key role in setting up BIPA's purchasing department and provided important impetus with the introduction of the BIPA service brands BI CARE and BI HOME. In 2020, she took over responsibility for the then newly created BILLA Internal Sales department at BILLA. In this role, she proactively supported BILLA stores in their day-to-day operations and managed the further development of sales systems and processes. The Internal Sales and Retail Solutions divisions will be merged under the leadership of Igor Milojkovic, creating further synergies in the design and implementation of sales-related topics.
Marcel Haraszti, the responsible board member at REWE International AG, emphasises: "BIPA's international orientation is a step into the future that will strengthen the brand in all markets and at the same time further deepen the contact between them. Together, we can increase efficiency and take advantage of the numerous opportunities that arise along the way. I am delighted to be able to help shape the future of BIPA together with the new CEO of BIPA International, Markus Geyer, and the new BIPA Managing Director, Daniela Reumann. I would like to express my sincere thanks to Andreas Persigehl for his commitment and wish him every success in his next career move at REWE Region North."
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