Coop Denmark has opened the first three Brugsen stores featuring a new concept, in Copenhagen and North Zealand.
The three stores are also the first in a series of 11 Irma stores that will be rebranded as Brugsen, the retailer noted.
The new format is based on Brugsen’s vision of grocery stores that focus on community and local products.
The chain director of Brugsen, Torben B. Andersen, added, “We want to be an alternative to the large streamlined discount chains, and in our chain, with Denmark’s most locally customised stores, we know how crucial it is to have the right staff in the store, who know the wishes and needs of the locals. Therefore, it is gratifying that ten out of 11 store managers plus staff will continue in the stores.”
The new stores will allow shoppers to buy a range of Coop’s products in the same store, including products from Änglamark, as well as Irma.
The chain will also offer an assortment of organic products, freshly baked bread from BrødCooperativet, and fresh fruit and vegetables, with a focus on Danish seasonal products.
‘A Smooth Transition’
Andersen added, “We have great respect for the Irma brand, and from the start, there has been a strong focus on ensuring a smooth transition for both the new colleagues in Brugsen and, not least [of] all, the customers, whom we are very much looking forward to welcoming in Brugsen.”
Among the remaining stores, three are scheduled to open on 29 September and 6 October, and two on 12 October.
The retailer aims to expand to more than 300 stores in the long term and change all facade signs on the Dagli’Brugsen stores to the Brugsen banner.
Earlier this year, Coop Denmark announced a plan to combine stores trading under its Kvickly, SuperBrugsen and Irma banners to the Coop brand.
At the time, the retailer noted that local Dagli’Brugsen stores – along with stores that will not be part of the Coop chain – will, in time, trade under the Brugsen banner.
