REWE Group
REWE Group is a German cooperative group combining food retail, discount, convenience, home improvement, wholesale and tourism businesses.
Last updated August 26, 2026
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Overview
REWE Group is a diversified German cooperative headquartered in Cologne. It grew out of a purchasing and auditing association created in 1927 to help independent retailers obtain goods and services on better terms. The name REWE derives from the German expression Revisionsverband der Westkauf-Genossenschaften, referring to an auditing association for western purchasing cooperatives. The organization’s original role was therefore not simply to operate stores, but to coordinate purchasing, standards, store equipment, advertising and other central functions for member businesses. The group’s cooperative structure remains central to its identity. REWE-Zentralfinanz eG is the parent cooperative, while REWE-Zentral AG manages important operational activities. The international business has been organized under Rewe International. The model combines centrally coordinated procurement, logistics, marketing and technology with a network of independent retailers and subsidiaries. This structure allows the group to operate multiple formats without presenting every activity as a single standardized chain. Food retail is the group’s largest and most visible area. Its principal German supermarket banner is REWE, while Penny serves the discount segment. International supermarket and discount operations include Billa, Billa Plus and Penny businesses in several European countries. Other retail activities include nahkauf convenience stores, BIPA health and beauty stores, Toom Baumarkt home-improvement outlets and specialized online businesses such as ZooRoyal. Lekkerland adds wholesale and convenience distribution, supplying retailers and other commercial customers. Tourism is another major division. DER Touristik brings together tour operators, travel brands and hotel activities, including Dertour, ITS, Jahn Reisen, Meier’s Weltreisen, ADAC Reisen, clevertours.com and selected hotel brands. The group expanded its European tourism position in 2015 through the acquisition of Kuoni Travel’s European tour operating businesses. This makes REWE Group materially broader than a supermarket company: it is a multi-sector consumer and services group with exposure to household consumption, travel, logistics, digital commerce and payments. REWE Group has also invested in digital infrastructure. REWE Digital was established in 2013 to coordinate strategic online activities. The group acquired or developed capabilities in e-commerce, commerce software, pet-supplies retail and fulfillment technology. Fulfillmenttools was established as an independent company after the separation of an REWE Digital business unit in 2020, while Paymenttools was launched in 2021 to provide online and offline payment solutions for retailers. Historically, REWE expanded through acquisitions and the consolidation of regional cooperatives and retail chains. It briefly entered Swiss food retail through its majority acquisition of Bon appétit Group in 2003, but later sold the retail assets and withdrew from the Swiss retail market. Its wholesale presence continued through a joint venture with Coop in Transgourmet. The group also played a notable role in European market integration through the 1979 Cassis de Dijon case, in which REWE challenged restrictions affecting the marketing of products lawfully sold in another European Community member state. In 2022, REWE Group reported total external sales of €84.4 billion. The figure relates specifically to the 2022 financial year and should not be treated as a current estimate. In Germany, the group is generally described as the country’s second-largest supermarket group after EDEKA. Its present positioning rests on a combination of cooperative ownership, broad retail coverage, multi-format operations, European expansion, tourism expertise and increasing investment in digital and omnichannel capabilities.
History
REWE Group began in Cologne in 1927 as an association created to provide purchasing and auditing services to independent western German cooperatives. Its early commercial purpose was collective procurement: retailers could obtain products such as dried fruit, nuts and other staple goods at more favorable terms by acting together. During the 1930s, the organization broadened its role by influencing shop fittings and advertising and by introducing common lettering for affiliated outlets. Regional centers were established as the network expanded beyond its original Rhenish-Westphalian base. By 1940, the association represented thousands of members and more than one hundred registered cooperatives. The Second World War disrupted the business. Supply shortages restricted normal trade, many shop owners were conscripted, and REWE diversified into production to address the scarcity of essential goods. Bombing destroyed a substantial part of its administration, leaving the organization severely weakened at the end of the war. REWE resumed operations in August 1945 and gradually returned its headquarters to Cologne after wartime relocations. The division of Germany and shortages of basic goods created difficult operating conditions, but the cooperative rebuilt its West German and West Berlin network. In 1949, it introduced early private-label products, including the Dreistern range for flour, salt and cooking oil and the Replica Kronjuwel brand for margarine. Decentralization continued during reconstruction, and the number of member companies again exceeded one hundred by 1960. During the 1960s and 1970s, acquisitions of supermarkets and retail chains gave REWE a wider portfolio of formats. Regional cooperatives had already transferred important management functions to the central organization in 1968. In 1972, REWE formalized the partnership model that became a foundation of its modern structure: the central office was converted into a joint-stock company, with wholesaler shareholders overseeing central services and sales promotion. A proposed merger with EDEKA discussed in 1971 was abandoned because of competition concerns. REWE’s role in European economic integration was highlighted by the Cassis de Dijon case, decided by the European Court of Justice in 1979. REWE challenged German restrictions on the sale of a French liqueur, contributing to the principle that products lawfully marketed in one member state should generally be admitted in another unless a justified public-interest exception applies. The group developed a broad retail and service portfolio in subsequent decades. Its German businesses came to include REWE supermarkets, Penny discount stores, Toom Baumarkt home-improvement outlets and nahkauf convenience stores. International retail operations included Billa, Billa Plus, Penny and BIPA, among others. The tourism business was consolidated under DER Touristik, which operates tour operators, travel brands and hotel-related activities. REWE entered Swiss retail in 2003 by acquiring a majority stake in Bon appétit Group. The transaction provided access to businesses including Pick Pay, Primo, Visavis, Usego, Prodega and Howeg. The retail companies were reorganized as Rewe Schweiz AG in 2005, but the market entry proved temporary. Retail assets were progressively transferred or sold, and Pick Pay’s stores and distribution center were sold to Denner in September 2005. REWE withdrew from direct Swiss retail while retaining a presence through the Transgourmet joint venture with Coop. Digital development became a strategic priority in the 2010s. REWE Digital was founded in 2013 to coordinate online activities, and the group acquired or supported businesses in commerce software, pet-supplies e-commerce and digital fulfillment. Its investment in commercetools broadened its technology capabilities, while ZooRoyal strengthened its online pet-care offer. In 2020, an internal fulfillment unit was separated into OC Fulfillment GmbH and associated with the fulfillmenttools software platform. Paymenttools followed in 2021 as a digital payments initiative. In tourism, DER Touristik expanded its European position through the 2015 acquisition of Kuoni Travel’s European tour operating businesses. Today, REWE Group combines cooperative wholesale and retail activities with discount, convenience, home improvement, tourism, logistics, digital commerce and payment services. The group remains headquartered in Cologne and is one of Germany’s largest supermarket operators, while its cooperative structure continues to connect central management with independent retailers.
- 2021
Paymenttools launched
[1]REWE Group announced Paymenttools to provide online and offline payment solutions for retailers.
- 2020
Fulfillment technology unit separated
[1]REWE Digital spun off a business unit into OC Fulfillment GmbH, associated with the fulfillmenttools omnichannel software platform.
- 2015
Kuoni European tour operations acquired
[1]DER Touristik acquired Kuoni Travel’s European tour operating businesses, expanding REWE Group’s travel portfolio.
- 2013
REWE Digital founded
[1]The group created REWE Digital to coordinate strategic online activities and digital commerce capabilities.
- 2005
Withdrawal from direct Swiss retail
[1]REWE sold its Pick Pay stores and related distribution assets to Denner and ended its direct Swiss retail operation.
- 2003
Entry into Swiss food retail
[1]REWE acquired a majority stake in Switzerland’s Bon appétit Group and gained retail and wholesale operations there.
- 1979
Cassis de Dijon ruling
[1]REWE prevailed in a major European Court of Justice case concerning the cross-border sale of products lawfully marketed in another member state.
- 1972
Partnership model formalized
[1]REWE introduced the partnership structure in which wholesaler shareholders managed central services and sales promotion through the central organization.
- 1949
Early private-label products introduced
[1]REWE introduced product trademarks including Dreistern and Replica Kronjuwel as the postwar supply system developed.
- 1945
Postwar operations resume
[1]REWE resumed activities in August after wartime disruption and began rebuilding its cooperative and retail network.
Products and positioning
A cooperative, multi-format European consumer group anchored in food retail and supported by discount, convenience, wholesale, home improvement, tourism and digital services.
Supermarket retail
REWE
REWE is the group’s principal German supermarket banner. Its stores focus on everyday groceries, fresh food, beverages, household products and private-label merchandise. The format operates within the group’s cooperative and centrally coordinated retail model, combining standardized procurement and marketing with local retail participation.
Discount retail
Penny
Penny is REWE Group’s discount supermarket business. It serves price-conscious shoppers through a focused assortment of food, beverages, household necessities and selected non-food goods. The banner operates in Germany and several other European markets, including Austria, Italy, Romania, Hungary and the Czech Republic.
Supermarket retail
Billa and Billa Plus
Billa is an international supermarket banner associated particularly with Austria and other European markets. Billa Plus is the larger-format Austrian supermarket business formerly known as Merkur. Together they extend REWE Group’s supermarket presence beyond Germany and provide broader grocery assortments than the group’s discount formats.
Health and beauty retail
BIPA
BIPA is a health and beauty retail chain operating primarily in Austria, with an additional presence in Croatia. Its assortment includes personal care, cosmetics, household and related everyday consumer products. The chain complements REWE Group’s grocery formats with a specialized non-food retail proposition.
Home improvement retail
Toom Baumarkt
Toom Baumarkt is REWE Group’s German home-improvement business. Its stores serve do-it-yourself customers and households with building materials, tools, garden products, renovation supplies and related merchandise. It gives the group exposure to durable and project-based consumer spending beyond food retail.
Tourism and travel
DER Touristik
DER Touristik is REWE Group’s tourism division. It brings together tour operator and travel brands such as Dertour, ITS, Jahn Reisen, Meier’s Weltreisen, ADAC Reisen and clevertours.com, as well as hotel brands including lti Hotels, Club Calimera and PrimaSol Hotels. Its activities cover package holidays, destination travel and accommodation.
Wholesale and convenience distribution
Lekkerland
Lekkerland is associated with REWE Group’s wholesale and convenience distribution activities, supplying products and services to convenience retailers and other commercial customers. It extends the group’s reach beyond its own stores into fuel-station shops, kiosks, food-service locations and other small-format channels.
E-commerce
ZooRoyal
ZooRoyal is an online retail business specializing in pet food and pet supplies. It represents REWE Group’s move into digitally enabled specialist commerce and complements the group’s broader grocery and household retail activities.
Brand decisions
2021
Launch of PaymenttoolsProduct launchBackground
Retailers increasingly required integrated payment infrastructure for physical and digital commerce.
Action taken
REWE Group announced Paymenttools as a provider of online and offline payment solutions.
Aftermath
Paymenttools extended the group’s digital-services strategy beyond retailing and into payment infrastructure.
2020
Separation of fulfillment technology activitiesStrategyBackground
REWE Group was developing technology for integrated store and online order fulfillment.
Action taken
REWE Digital separated a business unit into OC Fulfillment GmbH, associated with the fulfillmenttools software-as-a-service platform.
Aftermath
The move created a more independent technology business focused on omnichannel fulfillment solutions.
2015
Acquisition of Kuoni Travel’s European tour operationsM&ABackground
DER Touristik aimed to strengthen its position in European tour operating and travel markets.
Action taken
REWE Group acquired Kuoni Travel’s European tour operating businesses.
Aftermath
The acquisition broadened DER Touristik’s brand and market portfolio within the group’s tourism division.
2013
Creation of REWE DigitalStrategyBackground
Online grocery, e-commerce and retail technology were becoming increasingly important to the group’s competitive position.
Action taken
REWE Group established REWE Digital to coordinate strategic online activities.
Aftermath
The group subsequently expanded its digital portfolio through technology investments, e-commerce and fulfillment initiatives.
2005
Exit from Swiss retailStrategyBackground
REWE’s Swiss retail expansion had not developed into a lasting direct retail position.
Action taken
The group transferred or sold Swiss retail operations and sold 146 Pick Pay outlets and the Egerkingen distribution center to Denner.
Aftermath
REWE withdrew from Swiss retail while continuing a presence through the Transgourmet joint venture with Coop.
2003
Acquisition of a majority stake in Bon appétit GroupM&ABackground
REWE sought to establish a position in the Swiss food-retail and wholesale market.
Action taken
The group acquired majority control of the Bern-based Bon appétit Group, gaining access to several Swiss retail and wholesale businesses.
Aftermath
The Swiss retail venture was subsequently unwound, although REWE retained a wholesale-related presence through Transgourmet.
Reported acquisition consideration. Approximately CHF 265 million (2003 transaction)
1971
Abandonment of proposed EDEKA mergerM&ABackground
REWE and EDEKA discussed a combination that could have represented roughly one quarter of the German market.
Action taken
The proposed merger was not implemented because of antitrust and competition concerns.
Aftermath
REWE continued expanding independently through its cooperative structure and acquisitions.
Recent events
Trigo partners with REWE to provide checkout-free shopping in Cologne[2]
Reported:
Trigo partnered with REWE Group to provide a grab-and-go shopping experience at a REWE store in downtown Cologne. The initial phase is for REWE loyalty-card shoppers, with a wider public opening scheduled for summer.
Sources2 sources
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