At the same time Irma, a Danish grocery chain, could celebrate its 133rd birthday, the chain also opened a new flagship store at Østerport station in Copenhagen. Besides showing renewal and being able to ensure the customers updated prices using electronic shelf labels, the store also presents the future of Irma.
Centrally located in Copenhagen and amidst the flow of passengers, Irma Østerport reopened in August under the concept "The Urban Irma", which is part of the chain's five-year strategy, which also will transform 45 Irma stores by the end of 2022 – from being purely cultivated supermarkets to become a food house with an affiliated supermarket.
The reopening of Irma Østerport as a food house took place after two and a half years of reconstruction in connection with the establishment of the new Østerport Metro station. In the new food hall, you will among other things, find a street kitchen where suppliers can sell and test new concepts. There are also special departments for the green and fast food - and electronic shelf labels are also part of the new concept.
- 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.
Irma is Denmark's oldest grocery chain and the second oldest supermarket in Europe. The first Irma store saw the light of day in 1886 and ever since the beginning, Irma has been responsible for food joy, quality and responsibility. Today, Irma has over 80 stores on Zealand.
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