Selling to Billa (Rewe Austria): how to get listed

Updated: 14 October 2026

In short

Rewe International AG runs Austria's number two grocery group: Billa and Billa Plus, the discounter Penny and Adeg, whose stores are run by independent merchants. It held 32.4% of food retail in 2025. Rewe is investing €1.5 billion in Austria up to 2027, including a new logistics centre in Wiener Neudorf. Its jö Bonus Club, with more than 4.7 million members, makes loyalty data central to its promotions.

Rewe Austria at a glance

Figure	Value	Source
Sales 2025 (Austria)	€11.36 billion gross (+2.2%); food retail €9.86 billion (+1.9%)	Rewe Group fact sheet, Apr 2026
Market share	32.4% in 2025; 32.1% in January–July 2026	NielsenIQ, 19 May 2026; Leadersnet, 6 Sep 2026
Food retail stores	1,906 at end of 2025	Rewe Group fact sheet, Apr 2026
Banners	Billa and Billa Plus (more than 1,200 stores), Penny (about 320), Adeg (about 370); drugstore Bipa	Rewe Group Austria
Employees	46,641 at end of 2025	Rewe Group fact sheet, Apr 2026
Board	Marcel Haraszti and Michael Jäger (Rewe International AG)	Rewe Group board

How Rewe Austria buys

Where: Rewe International AG, Wiener Neudorf (GS1 Austria trade table 2026).
Logistics: ten central and regional warehouses supply more than 2,500 stores. Rewe's own meat plant in Eberstalzell supplies about 400 fresh-meat items to Billa, Billa Plus and Adeg, using only Austrian raw materials (Rewe production and logistics). The "Alpha" logistics centre in Wiener Neudorf, about €600 million, is its largest single investment (Leadersnet, 23 Apr 2026).
Independent merchants: Adeg stores are run by independent local merchants. About 40 operators run Billa franchise stores today, with about 200 planned by 2030. Rewe wholesale (+7.9% in 2025) supplies about 630 filling-station partners (Rewe Group Austria; Leadersnet, 23 Apr 2026).

Getting listed at Billa and Rewe Austria

Contact: we could not find a public "become a supplier" page or supplier portal. Rewe links only to its general contact page (Rewe contact).
Logistics handbooks: Rewe publishes supplier logistics handbooks for dry goods, fresh goods and fruit and vegetables, 2026 versions (Rewe logistics handbooks).
Standards: programmes include "Fair zum Tier!" (yearly animal-welfare audits), a pesticide reduction programme with GLOBAL 2000, and GMO-free labelling; complaints under supply-chain due diligence go through the Rewe Group Hintbox (Rewe supply-chain standards).
Origin: Billa sells only 100% Austrian fresh meat (Rewe regionality).
Unimarkt sites: Rewe took over 21 former Unimarkt sites, mostly as Adeg; 11 reopen as Adeg in 2026 (Leadersnet, 22 Dec 2025; Leadersnet, 23 Apr 2026).

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Promotions at Billa

Element	How it works	Source
Flyer	Weekly flyer ("Flugblatt")	billa.at
Discount coupons	Cut out and hand in at the till; the discount comes off the most expensive product; one per product, at most four per purchase; some own brands excluded	billa.at
jö Bonus Club	Rewe's loyalty programme with more than 4.7 million members; "Rabattsammler" and coupons activated in the jö app	Leadersnet, 2 Jul 2026; billa.at
2025 sticker change	In July 2025 the -25% stickers were limited to jö members; after strong criticism they returned for all customers on 25 September 2025. Rewe lost 1.1 points of share in July and 1.3 in August	Leadersnet, 1 Oct 2025

Private label and sustainability

Own brands include Ja! Natürlich (founded 1994, Austria's first organic brand), clever, BILLA immer gut, billa bio, "Da komm' ich her!" (regional products) and Penny's "Ich bin Österreich" (Rewe own brands; Rewe regionality). Rewe sells about 140 Fairtrade-certified own-brand items (Rewe supply-chain standards).

FAQ

How do I become a supplier to Billa?

Rewe has no public supplier portal that we could find. Use the general contact route and prepare for Rewe's logistics handbooks and sustainability programmes.

Who buys for Billa, Penny and Adeg?

Rewe International AG, based in Wiener Neudorf.

What is Adeg?

A Rewe banner of about 370 stores run by independent local merchants.

What is the jö Bonus Club?

Rewe's loyalty programme, with more than 4.7 million members. It shapes many Billa promotions.

How big is Rewe in Austria?

Number two, with 32.4% of food retail in 2025 and €11.36 billion gross sales.

How Sellva helps

Sellva tracks your listings, promotions, sell-out and field visits across Billa, Billa Plus, Penny and Adeg in one place, and Sellva Agent flags risks for your KAM.