GERMANY: Rewe expands in organic market
Rewe has opened its second bio foods organic supermarket in Cologne this year, expanding further into the high growth natural foods segment.
The store will have approximately 500 square metres of sales space. It will carry products from the company's "Füllhorn" private label along with around 6,000 more products in its overall product assortment. The range of organic products will extend from fruits and vegetables, milk and dairy products, meats, cheeses, and wines to include even cosmetics and hygiene products. Around 25 specially-trained employees in the new store will answer customer questions on the organic product range.
"The opening of a second organic foods supermarket at our Cologne base shows that we are very closely following the demand for organic products and taking this demand seriously. The issue of 'bio' foods has evolved well beyond a niche market in Germany. We intend to pursue continuing expansion in this segment," management board member Josef Sanktjohanser, who is also in charge of organic foods supermarkets, said. "Our high-quality and price-oriented Vierlinden supermarkets are experiencing very dynamic turnover growth. And we are going to respond by getting the planned new store locations up and running even sooner," he added.
The Cologne-based retailer opened its first Vierlinden supermarket around a year-and-a-half ago in Düsseldorf. According to the company, the Rhineland region and Berlin are considered centres of high demand for natural foods products in Germany. Nationally, Rewe said that the turnover from organic products has doubled during the last five years, generating revenues of EUR4bn (US$5.33bn) last year.
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