BIPA, the Austrian drugstore chain part of the REWE Group, officially entered the Romanian market on January 22 with the opening of its first store in Bucharest, located in Mega Mall. The launch marks the start of a long-term investment strategy in Romania, with the company positioning the local market as a key pillar for its regional growth.

A long-term commitment to the Romanian market

The official opening event brought together representatives of the Austrian Embassy, business partners, media, and international executives from BIPA and REWE. Speaking during the store inauguration, Martin Gaber, CEO of BIPA Romania, emphasized that the launch goes beyond a single retail opening.

“It is not only the launch of a new store, it is the beginning of a long-term commitment to Romania, to our customers and to our partners,” Kader said during the opening ceremony.

With over 45 years of experience, BIPA is now the best-known drugstore brand in Austria and enjoys around 3.3 million regular customers. After breaking the 1 billion euro sales mark in Austria and Croatia in 2025, BIPA is setting its next milestone with its expansion into Romania.

Private labels and broad product assortment

At launch, BIPA will introduce locally more than 1,500 private label products under its own brands, including Bi Care, Bi Life, Bi Kids, Bi Styled, Bi Home, Baby Well, Look by BIPA, and Bi Good. The initial assortment spans over 15 product categories and more than 12,000 articles, covering beauty, personal care, wellness, household products, and everyday essentials.

Each BIPA store is designed with an average sales area of approximately 370 square meters, supporting a compact but diversified retail concept aligned with urban consumer behavior.

Aggressive expansion plans

BIPA plans an accelerated rollout on the Romanian market, targeting the opening of 20 to 25 stores per year nationwide. The expansion strategy is supported by an international development team and reflects confidence in Romania’s growing consumer spending and demand for modern retail formats.

AVON expands into physical retail via BIPA

The first BIPA store opening also marks an important milestone for AVON, which is expanding its presence into physical retail through a partnership with the Austrian retailer. Consumers can find in-store a curated AVON selection, including over 100 makeup products and 25 fragrance references.

The move is part of AVON’s omnichannel strategy, complementing its established direct-selling model with modern retail distribution.

“Through our partnership with BIPA, we bring the brand closer to consumers in a format that complements our direct selling experience,” said Adrian Joița, Head of Omnichannel AVON.

From BIPA’s perspective, the inclusion of AVON strengthens its international beauty portfolio and aligns with rising consumer interest in accessible, well-known beauty brands available at shelf level.