Clever Toilettenpapier

Clever is a well-known private label brand primarily associated with REWE International AG. Originally launched in Austria in 1999, it was designed to provide a budget-friendly alternative to name-brand household goods, covering a vast range of products from food to hygiene items like toilet paper.

The manufacturing of Clever toilet paper typically takes place within Europe, often utilizing facilities in Austria or neighboring countries to minimize logistics costs and carbon footprint. As a store brand, it is produced by third-party manufacturers under strict quality control standards set by the REWE Group.

Today, the brand remains under the ultimate ownership of the German-based REWE Group. It is a staple in Austrian supermarkets like Billa, Merkur (Billa Plus), and Penny, where it serves as the entry-level price point brand for consumers seeking value without sacrificing essential quality.