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08 October 2018

Expo Real 2018: REWE Group continues to expand

High level of flexibility also achieved in city centres by combining living and shopping

This year, REWE Group is once again investing around 1.6 billion euros in the expansion and modernisation of its store network, with about 1 billion euros of this amount being allocated to Germany. In its home market, REWE Group will be opening and relocating around 300 REWE and PENNY stores, while over 600 stores are being built, relocated or modernised abroad. This makes REWE Group one of the fastest-growing players in the retail industry in Germany and Europe.

Stephan Koof, Head of Retail Expansion in Germany, explains: “We will maintain our high rate of expansion and our drive for innovation. REWE Group is probably the only company in the market that can successfully operate different concepts with areas of 100 square meters (REWE to Go) over supermarkets and PENNY stores to 5,000 square meters (REWE Center). Whilst our discounter, PENNY, already bears the label ‘Nähe zur Nachbarschaft’, we want to expand this idea. Our new concepts intend to combine the shopping experience with living. REWE Group is particularly flexible when it comes to multifamily residences, which are increasingly in demand, especially in densely populated metropolitan areas. The combination of residential and food retail sector is no longer mutually exclusive, representing great opportunities both in terms of urban development and the current housing shortage, but also challenges.”

Today, REWE Group is already successfully operating REWE supermarkets and PENNY stores in inner city areas. The stores are at ground level so that flats, offices or other commercial premises can be built in the floors above. This “stacking” of residential units on top of retail spaces is very positive for urban development. More and more customers appreciate and want the option of walking to the shops or doing their shopping on their way back home from the playground. The fact that single-storey plans purely for a supermarket or discounter, plus corresponding number of parking spaces, are rarely commercially viable in booming metropolitan areas due to the price of land, also plays a role. In this respect, REWE Group is very flexible with regard to operator and store concepts and the associated space requirements.


The cooperative REWE Group is a leading trade and tourism group in Germany and Europe. In 2017, the company generated total external revenue of around 58 billion euros. REWE Group, a company that was established in 1927, employs over 345,000 people and operates 15,300 stores in 21 European countries.

Its sales lines comprise the supermarkets and consumer stores operated by the brands REWE, REWE CENTER, REWE CITY as well as BILLA and MERKUR, the discounter PENNY and the toom DIY stores. The company also operates convenience stores (REWE To Go) and the e-commerce activities REWE Lieferservice, ZooRoyal, Weinfreunde and Kölner Weinkeller. The umbrella brand DER Touristik comprises the tour operators ITS, Jahn Reisen, Dertour, Meiers Weltreisen, ADAC Reisen, Kuoni, Helvetic Tours, Apollo and Exim Tours and more than 2,400 travel agencies (including DER Reisebüro, DERPART and cooperation partners), the hotel chains lti, Club Calimera, Cooee, PrimaSol and Playitas Resort as well as the direct operator