Selling to Rewe: how to get listed in Germany

Updated: 14 October 2026

In short

Rewe is Germany's second-largest grocery retailer and passed €100 billion in group sales in 2025. In Germany it runs Rewe supermarkets and the discounter Penny. A large part of the supermarkets is run by 1,620 independent merchants. Rewe buys by the rule "local before regional before national before international", and small local producers have a simplified listing route.

Rewe at a glance

Figure	Value	Source
Group sales 2025	€100.4 billion, +4.0% (all countries)	Lebensmittel Praxis, 22 Apr 2026
Germany	€69.1 billion, +4.6%	Lebensmittel Praxis, 22 Apr 2026
Rewe supermarkets Germany	€32.4 billion, +3.0%	Lebensmittel Praxis, 22 Apr 2026
Independent merchants	1,620, sales €20.4 billion (+7.2%)	Lebensmittel Praxis, 22 Apr 2026
Penny Germany	€9.9 billion, +0.7%	Lebensmittel Praxis, 22 Apr 2026
Employees	About 380,000 in 21 countries	Rewe Group, 13 Jun 2026
CEO	Lionel Souque	Rewe Group, 13 Jun 2026

How Rewe buys

Order of sourcing: "local before regional before national before international". Rewe and Penny work with more than 33,000 domestic producers (top agrar, 6 Jan 2025).
Merchants: independent Rewe merchants are the contact for local suppliers in their store and agree terms with them (Rewe Lokal-Partnerschaft).
Regional range: more than 20,000 products from local and regional makers; the Rewe Regional own brand has about 800 products from more than 120 suppliers (top agrar, 6 Jan 2025).
International: Rewe buys with the French retailer E.Leclerc through the alliance Eurelec (Lebensmittel Zeitung, 7 Apr 2026).

Getting listed at Rewe

No public application page: we found no "become a supplier" form. Rewe runs a REWE Supplier Portal for its business partners (REWE Supplier Portal).
Local route (Lokal-Partnerschaft): small local suppliers, farmers and producer groups get a simplified listing and can deliver directly to Rewe stores, even in small quantities. Large producers that Rewe buys from centrally are excluded (Rewe Lokal-Partnerschaft).
Direct to store: local producers can decide how many Rewe stores they supply. The Loql app handles ordering between stores and local producers (top agrar, 6 Jan 2025).

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Promotions at Rewe

Element	How it works	Source
Weekly offers	Run by calendar week; each store adds its own offers; next week's offers are shown from Saturday	rewe.de offers
Flyer	Weekly Prospekt online and in the app	rewe.de offers
REWE Bonus	Rewe's own loyalty programme in euros, with weekly Bonus offers and coupons in the app; replaced Payback on 29 December 2024	REWE Bonus; GIGA

Private label and sustainability

Own brands: include ja!, REWE Beste Wahl, REWE Bio, REWE Regional, REWE Feine Welt and REWE frei von (Rewe own brands). In April 2026 the vegan lines became "Plant-Based" (ESM, 13 Apr 2026). Own labels are about 30% of Rewe's range (ZDFheute, 15 Sep 2026).
Origin: Rewe Regional products are checked by the independent "Regionalfenster" label, which shows where the raw materials come from (top agrar, 6 Jan 2025).

FAQ

How do I become a supplier to Rewe?

There is no public application form. National brands deal with Rewe's central buying; small local producers can start with a Rewe store near them through the Lokal-Partnerschaft.

Can a small producer sell at Rewe?

Yes. The Lokal-Partnerschaft offers a simplified listing and direct delivery to stores, even in small quantities.

Is Penny part of Rewe?

Yes. Penny is Rewe's discounter, with €9.9 billion in German sales in 2025.

Does Rewe still use Payback?

No. Rewe left Payback on 29 December 2024 and runs its own programme, REWE Bonus.

How Sellva helps

Sellva tracks your Rewe and Penny listings, promotions, sell-out and field visits per store and merchant, and Sellva Agent flags risks for your KAM.