Diversity That Brings Us Together: Discover REWE GROUP

Diversity, cohesion, community—that is the DNA of the REWE Group, which extends far beyond Germany’s borders. With operations in numerous countries, we’re not only strongly positioned internationally but also deeply rooted in each region. But which countries are part of this? And what makes them special? Our journey through these countries sheds light on these questions and offers authentic insights from across Europe

In our “Discover REWE GROUP” country tour, we’re focusing on international retail in Europe: In addition to Germany, we operate approximately 5,700 stores in nine countries: Italy, Romania, Hungary, Bulgaria, Slovakia, Lithuania, the Czech Republic, Croatia, and Austria. Internationally, we operate under the BILLA, PENNY, and BIPA brands; in Austria, we also operate under the ADEG brand, and in Lithuania under the IKI brand.

At all these locations, we prioritize regional integration: For us, local products and structures are more than just a concept—they represent our commitment to being close to the local community. At the same time, we harness the strength of an international organization to promote sustainability in the regions. This creates a sense of togetherness that extends far beyond markets and brands—shaped by regional identity and global strength, always with an eye toward the needs of our customers and employees.

This diverse community is what makes the REWE GROUP world unique. Everywhere, colleagues contribute their culture, traditions, and passions, creating a vibrant collaboration that connects people across borders.

Map of Europe showing locations in the countries where the REWE GROUP operates.

  • Servus, Österreich!

    In the region, BILLA, BILLA PLUS, and PENNY are trusted partners for everyday shopping, while ADEG fosters a sense of community with retailers who run their markets with passion and dedication. Together, they create a selection that meets customers’ needs: from the tried-and-true standard assortment to regional specialties and everything that belongs in a real snack box.

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A collage featuring Austrian regional motifs and the word “ÖSTERREICH” next to a person in work clothes in a supermarket.

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Discover REWE GROUP: Servus, Österreich!

Colleagues from BILLA, PENNY, BIPA, and ADEK in Austria share which foods and drinks are particularly popular and which everyday habits are typical of their country.

  • Billa Pflanzilla Market

    Did you know… that we in Austria are pioneers in plant-based living?

    Each of our stores has its own unique regional character, shaped by what matters locally and what’s popular there. In Austria—more specifically, in Vienna — we are particularly proud, for example, of our pioneering role in plant-based products. With an exclusively plant-based product lineup and a wide variety of products, our BILLA PFLANZILLA is unique in Austria.

  • Ciao, Italia!

    This country is synonymous with enjoyment, tradition, and a zest for life — and this is also reflected in the product selection at PENNY Italy, your trusted shopping partner since 1994. At the same time, PENNY everything that defines Italian cuisine: fresh pasta, various types of mortadella and crispy bread.

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A collage featuring Italian regional motifs and the word “ITALY” next to a person in work clothes at a supermarket’s fresh food counter.

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Discover REWE GROUP: Ciao, Italia!

Colleagues from PENNY Italy reveal which gesture is typically Italian—and why the country has much more to offer than just pizza and pasta.

  • Did you know… that PENNY Italy combines innovation with responsibility?

    PENNY Italy launched a major format campaign —with the goal of enhancing the modern multi-level shopping experience. In addition to innovatively staged product displays, the focus is shifting more strongly toward social responsibility: For example, PENNY works with organizations such as the Red Cross work together to excess food “an to those in need pass it on or relies on its own brand for health-conscious formulations for cancer prevention.

  • Labas, Lietuva! 

    Lithuania captivates visitors with its unspoiled nature, vibrant traditions, and distinctive specialties — a diversity that is also reflected in im local grocery stores “IKI”. As an integral part of Lithuanian daily life ensure employees every day that quality and personalized service are evident in every store and that every customer is provided with specialties and their favorite products. 

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Collage featuring Lithuanian motifs and the word “LITHUANIA” next to a person at a checkout counter in an IKI supermarket.

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Discover REWE GROUP: Labas, Lietuva! 

Employees at the local grocery store “IKI” share what makes Lithuania so special and what unusual customs people have there.

  • Delivery robots from Lastmile

    Did you know…that IKI is especially strong when it comes to innovation?

    For 30 years, IKI has been synonymous with innovation in the Lithuanian retail sector. From the first in-store-baked croissants in the 1990s to testing the latest innovations such as self-driving vehicles or age recognition: IKI has evolved into a true driver of innovation. 

  • Hello, România!

    Since 2005 has been spreading PENNY across the country and is today in every county. The Romanian spirit has become firmly established within the company — characterized by solidarity, pride, and passion for the community. This is particularly evident in the products: To guarantee exceptional freshness, employees check the fruits and vegetables every two hours. 

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A collage featuring Romanian motifs and the word “ROMANIA” next to a person in a PENNY supermarket.

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Discover REWE GROUP: Bună ziua, România!

Employees at PENNY Romania share what makes rural Romania so magical—and how food brings people across the country together.

  • The TripleRO seal from PENNY Romania, displayed in front of a greenhouse where vegetables are grown, identifies products that originate in Romania throughout the entire value chain.

    Did you know that PENNY Romania focuses on strong local connections?

    PENNY is making a strong impression in Romania with a unique blend of innovative strength and local roots and SuporteRO sustainably strengthen regional and national cohesion with regard to sustainability. Here’s how to recognize PENNY customers in the TripleRO —Indicates products that originate from Romania throughout the entire value chain. SuporteRO on the other hand, is a PENNY’s own brand, which marks the partnership with the Romanian raises the profile of the national soccer team in the markets and is aimed specifically at soccer fans. 

  • Ahoj, Slovensko!  

    Since 1993, BILLA has been the first foreignsupermarket chain in Slovakia and has long been an integral part of everyday life there. As a reliable local retailer, BILLA not only supports people with their daily shopping but also embraces cultural traditions—such as culinary specialties or live music in the stores —such as culinary specialties or live music in the stores . 

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A collage on the theme of Slovakia featuring national motifs and a person wearing BILLA work clothes in a logistics or warehouse setting next to the word “SLOVAKIA.”

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Discover REWE GROUP: Ahoj, Slovensko!  

BILLA employees in Slovakia share insights into what their country is known for and the role food plays in their daily lives.

  • Large BILLA logistics center with solar panels on the facade and roof, which contribute to sustainability in electricity generation as part of the BILLA Energy initiative.

    Did you know that BILLA is the only retailer in Slovakia that operates its own power grid?

    BILLA Energy the company has created a truly unique selling point: As the only retailer im country BILLA holds a license to operate a shared power grid. The energy comes primarily from large-scale photovoltaic systems on branch data-owned facility at the site State facility at the site . 

  • Hallo, Deutschland!

    In Germany, the REWE GROUP brings together a broad range of business segments under one roof—from grocery retail with REWE, PENNY, and nahkauf, to convenience offerings such as Lekkerland and REWE To Go, to the home improvement business with toom and the international tourism operations of the DERTOUR Group. This portfolio is complemented by specialized offerings such as ZooRoyal, which provides pet supplies through its own products and stores.

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Discover REWE GROUP: Hallo, Deutschland!

REWE GROUP employees in Germany share their insights on what makes the country special to them and what habits they consider typically German.

  • ZooRoyal Market from the Outside

    Did you know that we’re also big on pets?

    Since 2022, ZooRoyal has been expanding its offerings with a growing network of its own pet stores—with a special focus on our furry friends: While owners shop for everything they need for their pets, their four-legged companions can receive professional grooming in the integrated FellSpa area.

    By the way: If you’d rather pick up ZooRoyal’s private-label products conveniently during your next shopping trip, you can also find them at REWE, PENNY, BILLA, BIPA, nahkauf, and toom Baumarkt.

  • Zdravey, Balgariya!

    Bulgaria is a country where tradition, hospitality, and community are closely intertwined. Time-honored customs shape everyday life, as do a love of good food and spending time with family and friends. Since 2000, BILLA has also been part of this sense of community, providing people across the country with the ingredients for their favorite dishes. Regional specialties, recipes passed down through generations, and Bulgaria’s diverse culinary culture play a special role in this.

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On the left is an illustration with the word “Bulgaria” above a collage featuring a map of Bulgaria, cultural symbols, and a well-known building. On the right, a person stands in a supermarket aisle in front of shelves stocked with merchandise.

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Discover REWE GROUP: Zdravey, Balgariya!

Colleagues from BILLA Bulgaria share the traditions that shape their homeland, what hospitality means to them, and which local specialties visitors shouldn’t miss when visiting the country.

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