REWE Earmarks €3bn To Expand Penny In Romania

In 2024, Penny invested €177 million in Romania, focusing on network expansion and modernisation, and reached the 400-store milestone ahead of schedule.

Forty new stores are planned for 2025, along with the completion of its fifth warehouse in Mihăilești. The company aims to expand its current network from 417 stores to 1,000 by 2035, according to media reports.

During a press conference, CEO Daniel Gross explained that Penny currently serves roughly 40% of its potential Romanian customer base, indicating significant room for expansion.

While already established in many medium and large cities, gaps remain, particularly in areas around Bucharest. The retailer has identified over 380 potential locations, focusing on towns with 15,000 or more residents.

Customer Experience

Penny is also focused on enhancing the customer experience. This includes integrating green technologies such as CO2-based refrigeration and electric vehicle charging stations.

The retailer will also expand the existing 112 self-checkout kiosks that offer customers a faster and more convenient shopping experience.

As part of its sustainability efforts, Penny Romania invested €30 million in the Guarantee-Return System last year. All new Penny stores opening this year will include recycling stations for packaging.

Penny strongly emphasises local sourcing through its ‘3RO’ initiative (Romanian-made products, with Romanian ingredients, processed in Romania).

As a result, Romanian companies make up 87% of their suppliers, contributing to 68% of total sales, with 3RO-branded products accounting for 53% of Penny Romania’s revenue.

Penny’s first autonomous store, launched in Bucharest in 2024, has proven popular, drawing approximately 7,000 shoppers weekly.

Located near universities and offices, the store focuses on grab-and-go items and smaller portions, resulting in high product turnover.

Penny Romania ended 2024 with a turnover of €1.9 billion, marking a 13.5% year-over-year increase and achieving its tenth consecutive year of top growth among all REWE Group subsidiaries.