Rewe expands supply chain in Germany while accelerating European growth

The insolvent Allgäu retailer Feneberg will replace Edeka with the Rewe Group as its supply partner from August, taking over about 30 stores and requiring changes to cash‑register and ordering systems. The transition will see the discontinuation of the Payback loyalty program and a gradual replacement of Edeka’s "Gut & Günstig" discount range with Rewe’s "Ja" brand.

Rewe, one of Europe’s largest grocery cooperatives, is also pursuing an aggressive overseas expansion. It aims to raise foreign sales to over €20 billion by the end of 2025, investing roughly €1 billion each year in logistics, IT and store modernization. The strategy focuses on Central and Eastern Europe, with particular growth targets in Romania, where the Penny discount chain plans to double its outlets to around 600 by 2029. Other key markets include Austria, the Czech Republic, Slovakia, Hungary, Bulgaria, Lithuania and Italy.