"Big Bang" for REWE CITY Stores

Cologne, 30.04.09

Around 170 stores with sales floor areas between 500 and 1,000 square metres to be converted – with a new city centre concept, REWE is pioneer in German retailing

With its launch of a nation-wide "big bang" on Monday, 4 May 2009, REWE Group will convert about 170 small-scale REWE stores to its new "REWE CITY” sales concept which makes REWE Group a pioneer in German retailing. The concept for the city supermarket is new: the REWE CITY stores will offer the products and services of a normal supermarket on sales floor areas of only 500 to 1,000 square metres. They are located in city centres or high-density neighbourhood shopping centres of cities with more than 100,000 inhabitants and offer their customers a product range covering approximately 8,000 articles with a focus on fresh foods. On the long term, REWE estimates that up to 400 locations throughout Germany could have the potential for opening city centre stores.

Proximity as competitive advantage

Besides the aspect of product prices, the proximity of supermarkets plays an increasingly important role for customers when it comes to the decision of where to do their shopping. Little time available, rising costs for mobility, a changing awareness for environmental issues and the increasing portion of elderly customers are drivers behind a new trend towards the demand for high-quality and comprehensive shopping facilities in city centres. "The introduction of the city store concept is our reply to a society and to customer needs that are undergoing changes", says Lionel Souque, Managing Director of the National Full-range division. "With our sales concepts comprising REWE CITY, the small and fresh supermarket around the corner, the traditional REWE supermarkets as full-range providers for neighbourhood customers and the large-scale REWE CENTER stores with a large-scale full product range, we are perfectly positioned also in times of challenging economic conditions."

Large portion of fresh products on small-scale sales floors

The CITY stores offer a wide product range covering both low-price products and premium and brand products. Besides the above-average portion of fresh food products groups, the REWE CITY stores distinguish themselves by a comprehensive range of organic products (REWE Bio), regional products and international specialities. Moreover, white and blue collar workers with little time will benefit from a wide range of convenience products, such as fresh and ready-made salads. Modern self-service concepts for meat, sausage and cheese products round out the product range. In addition, the stores have very convenient and customer-friendly opening hours ranging from normally from 7 a.m. to 10 p.m.

Low energy consumption thanks to latest technologies

The needs of demanding customers and the increasing awareness for health and environmental issues are met not only by the targeted product range on offer but also by using cutting-edge technologies. The City stores, for instance, comply with the strict requirements set by modern and environmentally friendly facility and equipment standards. This also helps reduce the energy consumption of these stores.

With a turnover of about 50 billion euros, 320,000 employees and almost 15,000 stores, REWE Group (REWE, toom, PENNY, toom BauMarkt DIY, ProMarkt, AtlasReisen, DER-travel agencies, ITS, Dertour), which was founded in Cologne in 1927, is one of the leading trading and travel and tourism companies in Germany and in Europe.

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REWE GROUP-Corporate Communications
Tel.: 0221 - 149-1050
E-Mail: presse(at)rewe-group.com

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