Back On Track – ESM Chats To Dagrofa CEO Tomas Pietrangeli
After a few rocky years, Dagrofa appeared to be getting its business back on track… until COVID-19 came along. But as CEO Tomas Pietrangeli tells ESM editor Stephen Wynne-Jones, it will take more than a pandemic to halt the Danish retailer's positive momentum.
This article first appeared in ESM Issue 4 2020.
While the COVID-19 pandemic is a ‘black swan’ event few could have predicted, Danish retailer Dagrofa appears prepared for the challenge.
Last year, the Danish retailer, which operates the Meny, Spar, Let-Køb and Min Købmand banners, announced a major transformation plan, ‘Stærkere Sammen’ (‘Stronger Together’), aimed at turning several years of financial deficit into a profit. In April 2019, it announced full-year losses of DKK 593 million (€79.5 million), due to a massive write-down of its foodservice business.
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