Rewe Group moves Penny away from its discount roots | Progresiv

Penny, the discount arm of Germany’s Rewe Group, is testing a new concept in the Berlin area that marks a shift away from the banner’s typical store model.

Following the lead of Lidl and Aldi in recent years, the new format has more in common with a full-range supermarket than the standard two-aisle layout with which Penny shoppers will be accustomed.

The stores carry a more diverse range, with the Penny Ready to-go private label featured strongly, emphasising a strong convenience offer within the concept. (www.kantarretailiq.com)