Merchants can customise their locations and benefit from the expertise and know-how of the food retailer. In 2026, the first BILLA merchant-run stores will open in Salzburg and Tyrol. In addition, the BILLA merchant model will be opened up to external applicants.
Brian Beck, BILLA Executive Board Member for Wholesale and Merchants: "With the launch of the BILLA retailer model three years ago, we laid an important foundation for regional local supply in Austria. The results show that we are on the right track with our low-threshold concept: the independently managed retailer stores are performing particularly well, mainly due to their regional roots and the high degree of freedom enjoyed by the retailers. We offer them a reliable safety net, which is crucial in times of economic uncertainty. We look forward to the further expansion of our model to western Austria in 2026 and to motivated applicants who would like to start their own business together with BILLA."
BILLA merchant model: Milestones for 2025 & outlook for 2026
This year, BILLA is supporting 17 retailers in taking over their stores – more than ever before. Fabian Auttrit is the first REWE centralist to start as a BILLA retailer in Kirchberg am Wagram. Emanuel Rauter is the first BILLA retailer in Carinthia to open his store in Villach. In total, the stores run by BILLA and BILLA PLUS retailers are represented in six federal states (Vienna, Lower Austria, Upper Austria, Burgenland, Styria and Carinthia). From 2026, there will also be stores in Salzburg and Tyrol.
For the first time, external interested parties who have not previously worked for BILLA or REWE will also be able to apply for the retailer model. The goal is to introduce 65 independently managed BILLA retailer markets by the end of 2026. "In order to establish BILLA retailers in the respective regions in the long term, quality is our top priority. Our BILLA merchants have an average of more than ten years of management experience. In addition, they live an average of 15 kilometres from the store, which ensures a local connection to customers and producers," says Beck.
The signature style of BILLA merchants – individual, authentic and rooted in the region
BILLA retailers enjoy the freedom to design their stores individually. While BILLA Miskovic in Gloggnitz (Lower Austria) relies on service and cleaning robots, Kurt Akalin uses a dry fogging system in his store in Winzendorf (Lower Austria). Thanks to innovative technology, this helps to keep fruit and vegetables fresh for longer. BILLA retailers can also realise their ambitions in terms of product range innovation, with all retailers maintaining close partnerships with regional producers. BILLA Aydin in Vienna-Donaustadt, for example, offers its customers a wide selection of gluten-free, sugar-free and regional products.
Social commitment: BILLA merchants promote cooperation in the region
Social engagement is also an integral part of the merchant model: all BILLA merchants launch their own initiatives that demonstrate their connection to the region. This year, for example, merchant Hans-Peter Halasz organised a charity event at his BILLA store in Zurndorf (Burgenland). With the support of regional producers, a total of €7,100 was raised for ‘Rollende Engel’ (Rolling Angels). The association has set itself the task of fulfilling the last wishes of seriously ill people. BILLA merchant Akalin in Winzendorf supports the Red Cross with a blood donation initiative in his store. Customers receive a free ice cream for their donation. In addition, the merchants donate food that is still perfectly edible but can no longer be sold to charitable organisations free of charge in the spirit of social solidarity.
