Sweden's Axfood Sverige Changes Name To Dagab

By Steve Wynne-Jones
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Sweden's Axfood Sverige Changes Name To Dagab

Sweden's Axfood Sverige AB has changed its name to Dagab, and has unveiled a new logo to mark the name change.

According to the company, Axfood Sverige AB was often mistaken for its parent company Axfood AB, and the old name did not explain the company’s variety of  business areas.

Speaking on the name change, Nicholas Pettersson, president of Dagab, said, “It feels great to finally decide upon a name that’s already so well-established and familiar in the market.”

Pettersson said he is is happy with the rediscovered name Dagab, which was already familiar within the industry and in the home market.

“With our new name, Dagab, we are clarifying our role within the group as a common organisation for purchasing, assortment, stock handling and transportation to Willys, Hemköp and Axfood’s other store chains,” Pettersson said.


“I’m looking forward to continuing our journey in becoming the support company of the future, with a clear identity and graphical profile that’s closely connected to Axfood,” he concluded.

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