Danish supermarket chains to get shared names in rebranding

Danish supermarkets Kvickly, SuperBrugsen and Irma will operate under a shared name after parent company Coop decided to merge the three brands together.

Danish supermarket chains to get shared names in rebranding
A SuperBrugsen store in Copenhagen. Parent company Coop is to rebrand its supermarkets into streamlined groups. Photo: Mads Claus Rasmussen/Ritzau Scanpix

Coop said in a statement on Tuesday that the largest of its Kvickly, SuperBrugsen and Irma stores will all be renamed “Coop”.

Remaining, smaller stores will, along with existing Dagli’ Brugsen stores, all be called “Brugsen” under the rebranding.

“We are in the midst of a period we have never experienced before, either in the sector or for Coop,” CEO Kræn Østergård Nielsen said in the statement.

“After delivering a record result in 2020 and record turnover in 2021, we have seen and extreme change in customers’ purchases in the last year, whereby they have moved their spending towards discount and generally buy cheaper and fewer items,” he said.

The Coop supermarkets will be Denmark’s biggest chain, according to the company’s statement. The new structure means Coops current eight brands as of 2022 — Kvickly, SuperBrugsen, Dagli´Brugsen, Fakta, 365discount, Irma, Shopping and MAD – will be reduced to three: Coop, 365discount and Brugsen.

The new stores are scheduled to open by late summer.

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Denmark’s Lego builds around inflation to post profit

Lego, the world's number one toymaker, said Tuesday that its revenue and profits rose last year as demand for its plastic bricks remained strong despite inflationary headwinds.

Denmark's Lego builds around inflation to post profit

For 2022, net profit at the Danish firm rose four percent to 13.8 billion kroner ($1.98 billion) while sales jumped 17 percent to 64.6 billion kroner.

“These results were delivered despite extraordinary inflationary pressures on materials, freight and energy costs,” the company said in a statement.

Excluding currency effects, the sales gain was 11 percent. The privately-held company did not provide unit sales.

The firm, in which the holding company of Denmark’s Kirkbi family owns 75 percent with the rest being held by the Lego Foundation, said sales improved
in all markets and its market share grew globally.

“The company expects single digit revenue growth in 2023, ahead of the global toy market and will continue to accelerate investments in strategic
initiatives,” it said.

The company has seen continued success in the last two years even after no longer enjoying a boost from lockdowns keeping people at home, so far
withstanding pressure from inflation and slowing economies.

It has been buoyed both by sets based on franchises such as Star Wars and Harry Potter as well as home-grown hits like Lego Friends and Lego Technic.

Lego, which has completely withdrawn from Russia following Moscow’s invasion of Ukraine, has continued its strategy of opening more stores, with
155 new shops opened during the year, bringing the number of shops worldwide to 904.

The company, which employs some 27,000 people, has also been making major investments to reduce the climate impact of its products and operations,
including by manufacturing closer to consumers.

The group has just opened a carbon-neutral factory in Vietnam, joining already established ones in Hungary, the Czech Republic, Mexico, China and
Denmark. A new factory is also being constructed in the United States.

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