The chain will consist of the largest stores from three of Denmark’s retail chains: Kvickly, SuperBrugsen and Irma.
Adapted For Customers
Coop notes that the stores will be adapted specifically to the customers in individual locations, with a strong local flavour.
With the new structure, Coop goes from having eight chains to three.
Until last year, Coop operated the Kvickly, SuperBrugsen, Dagli’Brugsen, Fakta, 365discount, Irma, Coop.dk Shopping and Coop.dk MAD brands.
In the future, it will operate Coop/Coop.dk, 365discount and Brugsen.
‘Coop Of The Future’
“We are now implementing this strategy, which will create the Coop of the future,” said Kræn Østergård Nielsen, Coop Denmark CEO.
“It will be a much simpler and much more efficient Coop, with strengthened competitiveness and customer attractiveness, whether it is in our discount stores, supermarkets, or local convenience stores. It will be a big but necessary journey – and we will involve both our customers and employees in building Denmark’s leading grocery chains.”
Coop announced that the first stores in the new large chain will open at the end of summer 2023.
Irma To Be A Nationwide Brand
Coop added that Irma will change from being a Copenhagen-based chain of stores to a nationwide brand, where a larger number of unique Irma items will be available in all Coop supermarkets.
Of the 65 Irma stores, the nine largest will be converted to the new Coop chain, 28 to 365discount, and the 11 smallest to Brugsen, while 17 will close.
Coop claims that the approximately 2,000 employees in Irma will, as far as is possible, be offered jobs at Coop.
Additionally, Coop.dk MAD, which for the past ten years has delivered groceries directly to doors all over Denmark, will cease trading at the end of February.