Denmark's Dagrofa Group To Invest In Network Expansion

By Dayeeta Das
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Denmark's Dagrofa Group To Invest In Network Expansion

Dagrofa Group has announced that it will invest DKK 450 million (€60.46 million) over the next three years into three of its retail chains, including SPAR Denmark.

The plan includes the development of a new retailer model to attract more independent retailers.

The new license model will focus on shared earnings with retailers and support retail development.

The group added that its focus on local stores is a result of changes in the retail space following the COVID-19 pandemic.

The new model makes it more attractive for independent retailers as it provides financial and other support mechanisms.


According to Esben Keller, Dagrofa’s director of SPAR, Min Købmand, and Let-Køb, all three chains experienced growth during the pandemic, with SPAR increasing its market share.

Keller added, “We have grown in revenue and market share, which puts us in a good starting position to launch the new strategy.

“The model will be tested in one store at a time, allowing for adaptation before being finalised. Independent grocery stores are a priority, and we see opportunities for growth through this model.”

Read More: Denmark’s Dagrofa Announces Common CSR Strategy


SPAR Denmark 2022 Agenda

SPAR Denmark said that it aims to strengthen customer experience and modernise its stores over the coming year.

Last year, the retailer experienced a boost from product range development and opening stores in city centre locations.

“This year, we will invest in the roll-out of the SPAR Natural concept, created by SPAR International. The range focuses on eco and allergy-friendly products, categories that are becoming increasingly popular,” said Keller.

The SPAR Natural concept has already been implemented in eight SPAR stores around the country.


It offers customers products from the Danish market, as well as products sourced from SPAR International.

The group will also look to invest in digitalisation, complementing the ongoing expansion and enhancing customer experience investments.

© 2022 European Supermarket Magazine – your source for the latest Retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: European Supermarket Magazine.

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