BIPA will expand into Romania next year. This strategic step emphasizes the company’s success and growth in its existing markets in Austria and Croatia and marks a significant milestone in the international growth strategy of the entire REWE Group.
„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 offer products and services at the best price-quality ratio in Romania as well in the future,” Markus Geyer, Managing Director of BIPA, mentioned.
Romania has excellent economic conditions, which not only promote dynamic growth, but also offer a good infrastructure that creates the ideal conditions for investments and positions the country as a promising location for sustainable success.
What BIPA Stands For
BIPA is an attractively priced, modern drugstore for everything related to care, beauty and well-being, and inspires with products for beauty, hair, fragrance, baby, dental care, baby and health. BIPA attaches great importance to its private labels. Whether beauty, health, natural cosmetics or baby – the BIPA brands offer the right quality and price. Founded 45 years ago, BIPA is today not only the best-known company in the Austrian drugstore sector, but also the undisputed favourite of around 3.3 million loyal regular customers. The successful concepts from Austria and Croatia will also be applied in Romania, and we will also pay attention to the local habits and needs of our customers.
Market Expansion as an Opportunity
For BIPA the expansion not only means an increase in size, but also an additional presence in the Central and Southeast European market for the entire REWE Group. Marcel Haraszti, member of the board of REWE International AG, emphasizes: „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.”
Investment in a Growing Romanian Market
REWE Group has been active in Romania with its PENNY discounter since 2001. The company operates 418 PENNY stores locally with around 7,500 employees. ‘BIPA’s expansion is an important step that will have a positive impact on the entire Romanian market in the long term,’ Marcel Haraszti is convinced.
BIPA’s entry into the Romanian market also means a further boost for an economically emerging 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.
Austrian Martin Gaber becomes Managing Director of BIPA Romania
BIPA Romania will be managed by an Austrian. Martin Gaber (56) will take over the position of Managing Director and thus responsibility for BIPA Romania from 1 June. Born in Mödling (Lower Austria), Mr. Gaber 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 Becomes a Billion-euro Company
BIPA breaks through the EUR1bn turnover barrier in Austria and Croatia this year and has laid the foundation for its entry into Romania with this sustained positive development. In the past three years alone, BIPA has increased its turnover in Austria by more than 25%, and in Croatia by more than 72% in the comparative period from 2021 to 2024, making BIPA Croatia the most successful unit in 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.
