The customers wanted Irma back and they got that. After two years of absence, Irma has once again opened a store in the basement of ILLUM department store in the late summer of 2018. The new Irma store offers high quality and extra good experiences with, among other things, different deli’s, take away and electronic shelf labels so the price is always updated at the shelves.
An exclusive location and a customer group of bonvivants, tourists and busy office workers, puts high expectations to the shopping experience in the Irma store, located in the basement of ILLUM. The experienced store manager, Peter Vermund, comes from Irma Axelborg, one of Irma's flagship stores. In addition, Peter Vermund has also started up the online supermarket www.irma.dk as Operations Manager.
- The shopping experience at Irma must be something special. Our customers have high expectations and we must be able to meet them - and even give them a little more. With electronic shelf labels, we save a considerable amount of time, which we can instead convert to an increased focus on the store and customer service, says Peter Vermund, Store Manager at Irma in ILLUM.