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REWE

REWE

Company: REWE-Zentral-Aktiengesellschaft

Brand value: US$1,554 million

Change since 2019: 7%

Headquarter city: Cologne

Category: Retail

Year formed: 1927

REWE is a fast-growing supermarket chain with a reputation for innovation, sustainability and adapting to shoppers’ changing needs. It has recently been rolling out its REWE 2020 store concept, which focuses on freshness, regionality, healthy nutrition, diversity, innovation and providing good in-store advice. Around 200 stores have already been converted to the REWE 2020 format. The brand is also active online, expanding its delivery areas and investing in a largely automated logistics center in Cologne. A new warehouse is also planned for Berlin. To be able to offer online shopping to customers outside major cities, REWE is working with local merchants to develop pick-up stations in other retailers’ stores. REWE’s sustainability push includes a trial in some areas of scrapping plastic bags; in 630 stores, it has been selling organic fruit and vegetables without any disposable packaging. The brand supports amateur sport and promotes this in its communications. It is offering rewards worth €9 million to amateur sports clubs in its new campaign.