This structure has evolved into a "two-tier cooperative." At one level sit the five regional cooperatives and FürSie eG, while the management board oversees strategic operations. The result is a system that combines the agility of independent local entrepreneurs with the purchasing power of a corporate giant. Today, this community consists of approximately 1,800 independent retailers who form the backbone of the company. As CEO Lionel Souque puts it, nearly all earnings are reinvested into the future of its members, fostering long-term, sustainable growth rather than short-term profit maximization—a philosophy that sets the group apart from many of its competitors.
Most travelers expect to pay a 200% markup for airport or highway food. Primus breaks this paradigm. The group mandates with standard Rewe supermarkets for core essentials (water, milk, fruit). Only prepared meals and luxury items carry a mobility premium. This builds immense brand loyalty. primus rewe group
Why Primus matters
If you are a REWE Group employee, you can often find the login page at personal.rewe-group.com. REWE Group: Home This structure has evolved into a "two-tier cooperative
This article explores the history, structure, strategic importance, and future trajectory of the Primus Rewe Group, explaining why this subsidiary is the "crown jewel" of the massive Rewe conglomerate. As CEO Lionel Souque puts it, nearly all
The Primus Rewe Group operates through several business segments:
The group's cooperative strength translated into unprecedented financial performance in 2025. Despite what the company described as a "very challenging" economic environment marked by geopolitical uncertainty and cautious consumer spending, REWE Group surpassed the €100 billion revenue threshold for the first time in its nearly century-long history. Total sales reached €100.4 billion, representing a 4% year-on-year increase. This milestone underscores the trust that millions of customers across Europe place in the group's diverse portfolio.