Irma – Denmark’s oldest grocery chain has opened a new flagship store in Copenhagen

– With electronic shelf labels, we can ensure our customers updated prices, as the price of the shelf will match the price at checkout. It is a clear advantage in the daily work, where we save time on price changes – and instead, we can focus on creating better and more interesting food experiences, says Store Manager, Jørn Larsen.

Irma Østerport is the first store to fully embody the chain’s new concept. In the store, you will also find a new initiative called ‘Irma’s Food Lab’, which is a pop-up takeaway where suppliers and food startups can sell and try new concepts according to season and market trends.

The design of the new flagship store has also taken busy visitors into consideration and the store has therefore made sure that shopping food won’t require much time. The decor is divided into a food hall and a supermarket. In the food hall, Irma focuses on to-go dining experiences, where a special feature is a new special section for the green meal that targets vegetarians, vegans, and flexitarians in the city.