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Company: REWE Group

Brand value: US$1,336 million

Headquarter city: Cologne

Category: Retail

Year formed: 1927


REWE is a fast-growing supermarket chain that sets itself apart in a market dominated by discounters by focusing on innovation, sustainability and shoppers’ changing needs. The business was founded 90 years ago as a co-operative of 17 independent traders looking for economies of scale, and now has more than 3,300 stores across Germany, and a presence in 19 countries. It is one of the largest German retailers in the world, was the first to offer online grocery in Germany with home delivery or click-and-collect, and promotes regional and seasonal produce in its stores. REWE is focusing on reducing plastic in stores – it no longer offers plastic shopping bags or wraps bananas, and is trialling bag-free fruit and vegetables. It operates a range of formats from megastores to convenience stores under the names Rewe, Rewe Center, Rewe City, REWE to go and Nahkauf. Since 2014, REWE has also been running stores on petrol station forecourts in co-operation with Aral, and what began as a trial is now being rolled out nationally. It is the third-largest grocery chain in Germany but is growing sales value at 3 percent, leading the market, with growth in online – available in 75 cities – especially strong. REWE sponsors FC Köln football club and features national footballer Thomas Müller in its communications. Campaigns currently focus on REWE’s 90th anniversary and focus on regional fresh produce. REWE It is also part of the Rewe Group, which also includes the discounter Penny Markt, the hypermarket brand Toom as well as specialist retailers such as Toom Getränkemärkte, a drinks specialist, and Toom Baumarkt, a home improvement and gardening retailer. The company is privately owned.