Rewe to Roll Out Start-up Lounge Platform Nationwide

By: Trademagazin editor Date: 2025. 11. 10. 09:43

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Rewe is expanding its support for start-ups by launching the Start-up Lounge as a nationwide platform. Young companies will be able to test their innovative products in selected stores, and successful items may be rolled out across all 3,800 Rewe centers.

Selda Morina, co-ordinator of Start-up Lounge – Photo: Rewe

The initiative, previously successful at the regional level, aims to accelerate market entry and broaden visibility for food start-ups. “Product variety is a key differentiator for Rewe, and innovation plays a vital role,” said Daniel Kniel, Managing Director of Full Assortment at Rewe Group Buying.

Start-ups respond quickly to nutrition trends but often lack industry connections and the professionalism needed for national distribution. The Start-up Lounge helps bridge that gap – Lebensmittelpraxis reports.

Selda Morina will lead the national coordination, working with regional Rewe contacts to select products for testing. The first new items are expected to appear in stores from November, with special shelf placement to boost visibility.

Products will rotate every three months, based on sales data and retailer feedback. Successful innovations may be introduced nationwide. All food-focused start-ups are welcome to apply.

In 2024, Rewe reported €31.6 billion in revenue, operating 3,800 stores across Germany with over 170,000 employees. The company is part of the cooperative Rewe Group, which achieved total external sales of €96.1 billion in 2024.