REWE

Company: REWE Group

Brand value: US$1,449 million

Change since 2018: 8%

Headquarter city: Cologne

Category: Retail

Year formed: 1927

REWE is a fast-growing supermarket chain focused on innovation, sustainability and shoppers’ changing needs. In 2017, REWE took over 64 Kaiser’s Tengelmann stores, mostly in the city of Berlin, strengthening the brand’s position in the capital, and taking its total number of stores in Germany to almost 3,400. REWE operates a range of formats to suit different shopping occasions, and offers all major brands as well as its popular own brands, including REWE Feine Welt, REWE Bio and Ja!. The supermarket was the first in Germany to offer online grocery ordering, available for home delivery or click-and-collect in stores, and is working to expand this service beyond the 75 cities where it is currently available. REWE has also led the sector in reducing plastic in stores. The brand sponsors FC Köln football club and features footballer Thomas Müller in its communications. Campaigns frequently focus on regional, seasonal fresh produce. REWE is a partner in Payback, Germany’s largest customer loyalty program.