The company will adapt its concepts from Austria and Croatia to suit local habits and customer needs in Romania.

BIPA recently surpassed the €1 billion turnover mark in Austria and Croatia, driven by substantial growth in both markets over the past three years.

Martin Gaber (in photo), 56, will assume the role of Managing Director for BIPA Romania starting June 1st. Gaber brings extensive international experience from his previous roles with REWE International in Italy and Slovakia, as well as leadership positions at Marionnaud Austria and Thomas Philipps Handels.

Marcel Haraszti, Board Member of REWE International, said: "The development of the Romanian market is an important step in our international growth strategy."

The brand specializes in care, beauty, and well-being products, including categories like beauty, hair, fragrance, baby, dental care, and health. The brand also emphasizes its private labels, offering quality and value across various product lines such as natural cosmetics and baby care.

REWE Group has maintained a presence in Romania since 2001 with its PENNY discounter, operating 418 stores and employing approximately 7,500 people.