The company sold “no name“ products at up to 30% lower prices compared with consecrated brands, according to ZF data, due to the financial crisis and lower consumption.
“The share of private brands (e.n. in all businesses) is at over 30% and double from five years ago,“ according to Daniel Gross, managing director with Rewe Romania.
The private brands are most popular in the food sector, while the personal or home care sectors are gaining ground.
The private brands account for a 12%-to-15% share of the fast-moving consumer goods in Romania, while for discounters such as Penny Market and XXL Mega Discount they have a share of 30% and even 80%, in the case of Lidl Romania.
Rewe and Lidl are the only companies operating on the discount segment in Romania.
Rewe also operates the Billa supermarket chain in Romania, where it has 85 units. According to ZF data, Billa was put up for sale but the company did not officially corroborate this information.
REWE Romania operated 171 stores in 2014, 15 more than a year before. It aims to reach a 300-unit network by 2020.
(English version by Manuela Panescu)