Billa
An Austrian supermarket brand serving grocery and everyday household needs across Central and Southeast Europe.
Last updated August 31, 2026
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Overview
Billa is an Austrian supermarket chain and retail brand operating primarily in Austria, the Czech Republic, Slovakia, and Bulgaria. It is part of REWE Group, the German cooperative retail group, and represents one of REWE's principal supermarket formats in Central and Southeast Europe. Billa's core business is the sale of food, beverages, household products, personal-care items, and other everyday necessities through neighborhood supermarkets and larger grocery stores. The business began in 1953, when Karl Wlaschek opened a low-price perfume shop in Vienna's Margareten district under the name WKW, an abbreviation of Warenhandel Karl Wlaschek. The early format was based on value-oriented retailing. By 1960, the chain had expanded to 45 Austrian outlets. In 1961, it adopted the name Billa, derived from the German expression “billiger Laden,” meaning “cheap shop.” The company subsequently moved into food retail and introduced self-service supermarket operations, helping it evolve from a discount-oriented non-food retailer into a broad grocery chain. By 1965, the network had reached 109 stores. Billa's home market is Austria, where the brand has historically maintained a large national store network and competes with other major grocery retailers, including SPAR and discounters. The chain's Austrian offer combines conventional grocery ranges with fresh food, bakery and convenience categories, household necessities, and private-label merchandise. Branded programs and ranges associated with Billa include Billa Bio, Genusswelt, and Freshy, although the precise composition and availability of these offerings can vary by market and over time. The company expanded internationally after establishing its first Czech store in Brno in 1991 and entering Slovakia in 1993. Bulgaria followed in 2000. These operations extended Billa's supermarket model into Central and Southeast European markets, with local adaptations in assortment, store design, and operating practices. The Czech business became a significant regional operation, while the Bulgarian network expanded across numerous cities. Billa has also operated in markets that it later exited. Its Russian business opened its first store in 2004 and expanded substantially before being sold to Lenta in 2021. In Ukraine, Billa entered Kyiv in 2000, developed a wider network, and was sold in 2020 to Consul Trade House UAB, associated with the Novus Ukraine business. REWE Group acquired controlling interest in Billa from Karl Wlaschek in 1996. The transaction integrated the Austrian chain into a larger European retail group while retaining Billa as a distinct consumer-facing brand. Since then, Billa has remained focused on supermarket retail rather than becoming a standalone publicly traded company. Its competitive proposition is centered on accessible locations, routine grocery shopping, fresh products, practical store formats, and a combination of national brands and own-label goods. The brand's present identity is therefore that of a mainstream, value-conscious supermarket rather than a specialist food retailer or premium department store.
History
Billa's origins lie in Karl Wlaschek's low-price retail venture in postwar Vienna. In 1953, Wlaschek opened a discount perfume shop in the Margareten district under the name WKW, short for Warenhandel Karl Wlaschek. The business expanded rapidly within Austria, reaching 45 stores by 1960. Its early emphasis on low prices established the commercial logic that would remain central to the brand. In 1961, WKW was renamed Billa. The name was formed from “billiger Laden,” a German phrase meaning “cheap shop.” Around the same period, the chain broadened its commercial focus from perfume and other non-food goods into food retail and adopted self-service selling. This change transformed the business into a supermarket operator and made it possible to serve routine household shopping needs at scale. By 1965, Billa had grown to 109 Austrian stores. The company later developed into one of Austria's leading supermarket chains. Its domestic model combined relatively convenient locations, broad food and household ranges, and a value-oriented proposition. Billa's retail identity was distinct from specialist food stores because it aimed to provide a practical one-stop shop for everyday consumption. Over time, the chain also developed private-label and themed product ranges, including organic and premium-oriented offerings alongside standard grocery merchandise. International expansion began in the early 1990s. Billa opened its first Czech supermarket in Brno on 26 October 1991 and entered Slovakia in 1993. Bulgaria became another market in 2000. The brand also expanded into Ukraine, where its first store opened in Kyiv in February 2000, and Russia, where the first store opened in 2004. These businesses gave Billa a wider Central and Eastern European presence, although the brand did not retain all of those markets permanently. REWE Group acquired Billa in 1996 by purchasing the controlling interest from Karl Wlaschek. Under REWE ownership, Billa remained a recognizable supermarket brand while benefiting from the resources and regional infrastructure of a larger European retail group. The company continued to operate in Austria and selected Central and Southeast European markets rather than becoming an independently listed corporation. The Russian operation experienced several structural changes during its development. Some newly opened REWE supermarket-format stores were initially operated under the Biop name because of brand-development rights, and those outlets were later renamed Billa. The Russian network also acquired other supermarket assets, including Yum-Yum stores and the Citistor chain. In 2021, REWE agreed to sell the Russian supermarket business to Lenta, ending Billa's presence there. Billa's Ukrainian operation also contracted after an earlier period of expansion. The chain reached 39 stores in 16 cities across nine regions by 2014, but the number later declined. REWE International sold the Ukrainian chain in 2020 to Consul Trade House UAB. Billa's continuing network is therefore concentrated in its Austrian home market and in the Czech, Slovak, and Bulgarian markets. Its modern business remains centered on grocery retail, fresh food, private-label development, and accessible supermarkets serving regular household demand.
- 2021
Russian business is sold to Lenta
[1]Lenta agreed to acquire Billa Russia's supermarket business, ending the brand's Russian operations.
- 2020
Ukrainian business is sold
[1]REWE International AG sold the Ukrainian Billa supermarket chain to Consul Trade House UAB.
- 2004
Entry into Russia
[1]The first Billa supermarket in Russia opened, beginning a period of expansion around Moscow and other Russian locations.
- 2000
Expansion into Bulgaria and Ukraine
[1]Billa opened its first Bulgarian supermarket and also entered Ukraine with a first store in Kyiv.
- 1996
REWE Group takes control
[1]REWE Group acquired the controlling interest in Billa from Karl Wlaschek.
- 1993
Entry into Slovakia
[1]Billa opened its first store in Slovakia.
- 1991
Entry into the Czech Republic
[1]Billa opened its first Czech supermarket in Brno on 26 October 1991.
- 1965
Billa reaches 109 Austrian stores
[1]The expanding supermarket chain had grown to 109 stores in Austria.
- 1961
The Billa name is introduced
[1]WKW was renamed Billa, a name derived from “billiger Laden,” and the business moved into food retail and self-service operations.
- 1960
Domestic network reaches 45 stores
[1]The WKW chain had expanded to 45 stores in Austria.
Products and positioning
Mainstream, value-conscious neighborhood supermarket offering a broad grocery assortment and everyday household necessities.
Supermarket retail · 1961
Billa supermarkets
Billa's main offering is a network of supermarkets designed for routine grocery and household shopping. Stores generally combine fresh produce, meat and deli counters, dairy, bakery, packaged food, beverages, frozen goods, household supplies, and personal-care products. The format is positioned between large hypermarkets and small convenience stores, emphasizing accessible locations and a broad everyday assortment.
Organic and natural foods
Billa Bio
Billa Bio is an organic-oriented range associated with the Billa brand. It provides shoppers with an alternative to conventional grocery products across selected food categories. Availability and assortment depend on the market and the period, but the range supports Billa's effort to cover demand for certified or more environmentally oriented food choices within a mainstream supermarket setting.
Specialty and premium food
Billa Genusswelt
Billa Genusswelt is a themed food offering associated with more distinctive or premium grocery selections. It is intended to broaden the chain's assortment beyond basic value products by highlighting products positioned around taste, quality, or culinary enjoyment. The exact range may differ by national operation and retail period.
Fresh food and convenience
Billa Freshy
Billa Freshy is a fresh-food-oriented offering associated with convenient consumption and ready-to-eat or quick-preparation occasions. It complements the supermarket's traditional grocery assortment by addressing shoppers seeking prepared, fresh, or portable food products. Public reference material identifies the line but does not establish a single uniform product range across all Billa markets.
Brand decisions
2021
Sell the Russian supermarket business to LentaM&ABackground
Billa Russia operated a large supermarket network, primarily in and around Moscow, but REWE decided to exit the Russian market.
Action taken
Lenta agreed to acquire Billa Russia GmbH's supermarket business for cash.
Aftermath
The transaction ended Billa's Russian operations and transferred the supermarket network to Lenta.
Transaction consideration. €215 million cash consideration (2021 announcement)
2020
Sell the Ukrainian supermarket chainM&ABackground
Billa's Ukrainian network had declined from its earlier expansion and was being restructured within REWE's regional portfolio.
Action taken
REWE International AG sold the Ukrainian business to Consul Trade House UAB.
Aftermath
Billa ceased to operate the Ukrainian supermarket chain under REWE ownership.
1996
Join REWE Group through a controlling-interest acquisitionM&ABackground
Billa had developed from an Austrian discount shop into a large supermarket chain, creating a substantial regional retail asset for a larger European operator.
Action taken
REWE Group acquired the controlling interest from founder Karl Wlaschek while continuing to use Billa as a distinct supermarket brand.
Aftermath
Billa became part of REWE Group's Central and Eastern European retail portfolio and continued operating under its own name.
Sources2 sources
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