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.