The successful development of BIPA in Austria and Croatia in recent years will enable the company to expand into Romania in 2026. REWE Group is thus focusing on an international growth strategy and strengthening its market presence in Central and Southeastern Europe. At the same time, BIPA customers in Austria can look forward to a large, permanent price reduction totalling over 300 items.
"We are proud to further expand our market presence. This step is proof of our successful development in Austria and Croatia and our commitment to offering products and services at the best price in Romania in the future," says Markus Geyer, Managing Director of BIPA.
BIPA broke through the 1 billion turnover barrier in Austria and Croatia together in 2024 In the past three years alone, BIPA has increased its revenue in Austria by more than 25 per cent and in Croatia by more than 72 per cent in the comparative period from 2021 to 2024, making BIPA Croatia the most successful unit of REWE Group. At the same time, 10 shops (141 shops in total) were opened in Croatia and 123 new employees (938 employees in total) were hired.
For BIPA, which will celebrate its 45th anniversary in Austria in 2025, the expansion not only means an increase in size, but also an additional presence for the entire REWE Group in the Central and Southeast European market. Marcel Haraszti, Management Board member of REWE International AG, emphasises: "The development of the Romanian market is an important step in our international growth strategy. After entering the Croatian market in 2007, Romania will follow in 2026. We are looking forward to benefiting from the business opportunities in Romania, continuing our positive development and are convinced that we will also be economically successful in Romania."
REWE Group has been active in Romania with its PENNY discounter since 2001. The company operates 418 PENNY stores there with around 7,500 employees. "BIPA's expansion is an important step that will have a long-term positive impact on the entire Romanian market," Haraszti is convinced and adds: "The development of the Romanian market is a unique REWE joint project that would not have been possible without the support of the local PENNY colleagues."
BIPA's entry into the Romanian market also means a further boost for an economically up-and-coming country. From 2026, Romanian customers can look forward to an exciting new range of products and services that meet the needs of the Romanian market while offering the highest quality standards at an attractive price-performance ratio.
Martin Gaber
BIPA Romania will be managed by an Austrian in future. Martin Gaber (56) will take over the role of managing director from 1 June and thus assume responsibility for BIPA Romania. Born in Mödling (Lower Austria), he has already worked for REWE International AG and gained international experience in Italy and Slovakia before moving to Marionnaud Austria (AS Watson Group) as General Manager and then on to JosdeVries in Munich. Most recently, he was managing director of Thomas Philipps Handels GmbH in Vienna.
BIPA is now permanently reducing the prices of over 300 items across the range - both own brands and branded products - in its shops and in the BIPA online shop. "Through our development, we are realising further benefits that we are passing on directly to our customers: even more own brands, many great promotional benefits and even more permanent price reductions. We will continue along this path so that our customers can simply shop at a good price," says Andreas Persigehl, Managing Director of BIPA, describing the company's aim to fulfil the wishes and needs of its customers. On average, prices will be reduced by 10 per cent, with some products even seeing price reductions of up to 27 per cent.
