What Kvickly does

Kvickly is a Danish supermarket chain established in 1900 as part of the Danish cooperative movement (andelsbevægelsen), currently operating as a retail banner under Coop Danmark A/S, headquartered in Albertslund, Denmark. The chain operates physical grocery stores across Denmark, selling a full assortment of fresh produce, branded goods, and Coop's private label portfolio, which spans Änglamark (organic), Irma (premium/gourmet), Coop and X-tra (value), Cirkel Kaffe (coffee), and Brødcooperativet (bakery), alongside partner-sourced local brands such as Frijsenborg heritage chicken and Hestbjerg Poppelgris organic pork. Beyond groceries, Kvickly carries private label apparel (Cottonfield for men, Friends for children, Jackpot for women) and Mustang bicycles.

The core technology layer is the Coop app and digital membership infrastructure, which supports personalized offers, digital coupons, bonus accumulation, shopping lists, and digital receipts. Kvickly's distinguishing features include the Discountmatch price-matching program against Netto, Rema 1000, and 365discount; the FordelsKonto benefit account allowing members to earn 5–15% bonus on selected brands and pay with accumulated balances; and a flowpack packaging initiative that reduced plastic use by 70% on ground beef SKUs. Customer service scores 4.7/5 based on 236,948 Coop app ratings in 2025.

Kvickly generates revenue primarily through per-transaction grocery retail sales, with secondary streams from private label margins, a one-time 200 kr Coop membership fee, catering services ("Mad ud af huset"), and the Coop Købekort B2B purchase card. The customer base consists of general Danish households and over 2 million enrolled Coop members, with no individual concentration risk. Go-to-market is direct-to-consumer via physical storefronts (typical hours 7–21), augmented by the Coop app, weekly promotional flyers (printed and digital PDF), email newsletters, Facebook/Instagram presence, and the Coop Opskrifter recipe platform. The chain is part of a wider Coop ecosystem that includes SuperBrugsen, Brugsen, 365discount, and partner alliances spanning banking (Coop Bank), travel (TUI, Fårup Sommerland, Sol og Strand), photography (CEWE), fuel (OK), and charitable work (Røde Kors).

Name

Kvickly

Legal name

Coop Danmark A/S

Website

https://kvickly.coop.dk

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Kvickly is a Danish supermarket chain operating physical grocery stores across Denmark as part of the Coop Danmark A/S cooperative, serving general households and over 2 million Coop members through private label brands, price matching, and a digital membership app.

Ownership category

akta.pro rank

Product category

Supermarket grocery retail

NAICS

Grocery and Convenience Retailers (4451)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Farm-to-Consumer Cooperative Markets (Local Producer Co-ops) (CRAHALAG)

Keywords

• Grocery retail
• Supermarket chain
• Private label brands
• Fresh produce
• Cooperative retail

Headquarters

HQ city

Albertslund

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Grocery Retail Sales: Revenue generated from the sale of groceries, fresh produce, private label brands (Coop, Änglamark, Irma, X-tra, Cirkel Kaffe), and branded consumer goods across physical Kvickly store locations. Sales are conducted on a per-transaction basis with customers paying at point of sale.
2. Coop Membership: Coop membership, required for member-only discounts and bonus programs, costs a one-time 200 kr fee. Members receive personalized offers, bonus accumulation, and access to Coop partner benefits.
3. Private Label Brands: Coop's house brands including Änglamark (organic), Coop (value), Irma (premium/gourmet), X-tra (discount), Cirkel Kaffe (coffee), and Brødcooperativet (bakery) generate revenue with higher margins than third-party branded goods.
4. Catering / Mad ud af huset: Pre-ordered catering services such as Easter lunch menus (129 kr per person, minimum 6 portions) sold through store deli and butcher departments.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Kvickly operates physical supermarket stores across Denmark selling groceries, fresh produce, household goods and clothing under both national brands and Coop's private labels (Änglamark, Coop, Irma, X-tra, Cirkel Kaffe, Brødcooperativet). Customer value is enhanced by the Coop membership program (one-time 200 kr fee), the Coop app for personalized offers and digital receipts, Discountmatch price matching against Netto, Rema 1000 and 365discount, and partner brands such as Frijsenborg chicken and Hestbjerg Poppelgris pork.

Product overview

Kvickly is a Danish supermarket chain owned by Coop Danmark A/S, operating as a modern full-range grocery retailer. Its product portfolio is anchored by its own private label brands — Änglamark (organic/eco), Coop (standard everyday), Irma (premium/gourmet specialty), X-tra (value/budget), Cirkel Kaffe (coffee), and Brødcooperativet (bakery) — alongside partner brands like Frijsenborg (sustainable chicken) and Hestbjerg Poppelgris (organic pork). Kvickly also carries clothing sub-brands including Friends (children's functional wear), Cottonfield (men's fashion), and Jackpot (women's clothing). The core customer experience is amplified by the Coop App (digital loyalty and shopping tool), the Coop membership program (FordelsKonto for bonus rewards), and Discountmatch (price matching service). Additional offerings include catering (Mad ud af huset), Coop Bank (financial services), and the Coop Opskrifter recipe platform.

Differentiator

Problem solved

Functional benefit

Brands

• Änglamark: Coop's organic/eco-friendly brand offering organic produce and sustainable goods.
• Coop (Coop-serien)
• Irma
• X-tra
• Cirkel Kaffe
• Brødcooperativet
• Friends
• Cottonfield
• Jackpot
• Mustang Cykler
• Madcooperativet
• Frijsenborg
• Hestbjerg Poppelgris

Products and services

• Coop App Mobile application for Coop members that lets them activate personal offers, browse the weekly ad, plan shopping lists, track eco-share, check bonus balance, participate in games and competitions, and pay with earned bonus. Available on iOS and Android.
• Änglamark Coop's organic and eco-labelled private-label brand offering organic food products positioned as affordable organic options for everyday consumers across Kvickly and other Coop chains.
• Coop (standard brand) Coop's standard private-label brand offering everyday grocery items at affordable prices for daily use across Kvickly and other Coop chains.
• Irma Coop's specialty and gourmet private-label brand offering premium quality food products with a focus on good taste, available across Coop chains.
• X-tra Coop's budget value private-label brand offering discounted everyday grocery items for price-sensitive shoppers across Coop chains.
• Cirkel Kaffe Coop's own private-label coffee brand offering coffee products sold across Kvickly and other Coop chains.
• Brødcooperativet Coop's bakery cooperative private-label offering bread and festive baked goods including kagemand (cake man) for celebrations, available in selected Coop stores.
• Mad ud af huset (Catering) Pre-ordered catering and take-home food service (e.g., Easter lunch menus at 129 kr per person, minimum 6 portions) supplied from Kvickly deli and butcher departments for pickup by customers hosting events and seasonal celebrations.
• Coop Medlemskab (Membership) Coop membership program costing a one-time 200 kr registration fee that unlocks 5% member bonus on fresh fruit and vegetables, 1% bonus on Coop private-label brands above 500 kr monthly spend, personalized offers, and partner discounts including Coop Bank, Fårup Sommerland, CEWE, Sol og Strand, OK and TUI.
• FordelsKonto A digital benefit account within the Coop app allowing Coop members to earn 5-15% bonus on selected private-label brands and pay with accumulated bonus on subsequent in-store or coop.dk purchases.
• Coop Købekort (Purchase Card) Coop purchase card scheme for private individuals, businesses and institutions (e.g., nurseries) providing access to a large product range across all Coop stores with consolidated invoicing and approximately 28 days of credit.
• Friends Børnetøj Coop's functional children's clothing private label including all-in-one suits, rainwear and outerwear. Products are tested for color change, shrinkage, durability, waterproofing, tear and wear strength and safety, and are produced without problematic fluorochemicals.
• Cottonfield Herretøj Danish men's clothing private label founded in 1986, known for quality everyday menswear with a Scandinavian lifestyle aesthetic including chinos, knitwear, Oxford shirts and casual styles, available exclusively in Coop stores.
• Jackpot Dametøj Women's clothing private label within Coop's apparel offerings, available at Kvickly stores alongside Friends and Cottonfield.

Quantifiable outcome

• 5% member bonus on all fresh fruit and vegetables from first krone spent
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Røde Kors (Red Cross Denmark)coreStrategic or Co-development PartnerKvickly and SuperBrugsen have a partnership with Røde Kors to help vulnerable families and strengthen local communities. The partnership includes Røde Kors Julehjælp (Christmas aid), Røde Kors Feriehjælp (holiday aid), and 'En Håndsrækning' (a helping hand) programs, providing families with assistance for basic needs like food and medicine, vacation experiences for disadvantaged children, and support for community integration.
• FrijsenborgminorStrategic or Co-development PartnerFrijsenborg is a supplier partner providing Herregårdskylling (heritage chickens) to Kvickly. The farm has operated for over 300 years and focuses on sustainable agriculture with a biogas plant that converts bedding from chicken coops into gas for heating. Chickens are raised without antibiotics in warm, dry barns with access to outdoor verandas.
• Hestbjerg Økologisk Slægtsgård (Poppelgris)minorStrategic or Co-development PartnerHestbjerg is a 15th-generation organic family farm supplying Poppelgris (poplar pig) products to Kvickly. The partnership features free-range pigs kept outdoors year-round with access to fresh straw and organic feed. Piglets stay with their mothers under poplar trees until 10 weeks of age, emphasizing high animal welfare and quality meat.
• Coop Denmark A/ScoreOthersKvickly is owned and operated by Coop Danmark A/S, which also owns SuperBrugsen, Brugsen, and 365discount A/S. The Coop umbrella provides shared services including the membership program, Coop app, private label brands (Änglamark, Coop, Irma, X-tra, Cirkel Kaffe), supply chain, and corporate governance.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Føtex: Supermarket/hypermarket chain under Salling Group in Denmark, operating the same full-range grocery model as Kvickly with overlapping price points, private labels, and physical-store distribution across Danish cities.
• SuperBrugsen: Coop Danmark A/S supermarket chain operating alongside Kvickly under the same cooperative umbrella; same Coop membership, app, and shared private-label brands, targeting overlapping Danish grocery shoppers.
• 365discount: Sister discount chain under Coop Danmark A/S, sharing the same cooperative infrastructure and explicitly named as a Kvickly Discountmatch competitor; represents Coop's value-tier weapon in the same Danish grocery market.
• Netto: Danish discount grocery chain owned by Salling Group, one of Kvickly's primary competitors and the explicit target of Kvickly's Discountmatch price-matching program. Both compete head-to-head for everyday Danish grocery spend.
• Lidl Denmark: German hard-discount chain operating in Denmark as a full-store competitor; shares customer overlap in price-sensitive grocery segments and is structurally shaping the price competition Kvickly's Discountmatch responds to.
• Rema 1000: Danish discount grocery chain and named Kvickly Discountmatch competitor, competing on price across hundreds of everyday SKUs. Operates a similar physical retail store model targeting Danish households.
• Aldi Denmark: German hard-discount chain operating a nationwide Danish store network; comparable full-assortment-discount hybrid versus Kvickly's full-range-plus-discountmatch approach.
• Bilka: Large-format hypermarket chain under Salling Group in Denmark, directly competing with Kvickly on full-range grocery assortment plus non-food, similar one-stop shopping proposition for Danish families.

Regional players

• ICA Sverige (ICA Sweden): Sweden's largest grocery retailer with a cooperative-style retailer-owner model and broad private-label portfolio; the closest structural analogue to Kvickly in the adjacent Scandinavian market, though it does not compete inside Denmark.
• Coop Sverige: Swedish retail cooperative and direct Scandinavian counterpart to Coop Danmark A/S; same cooperative governance, member-ownership structure, and private-label philosophy, operating in a related Nordic grocery context but different national market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xinstagram.com/kvickly/?hl=da
• Facebookfacebook.com/Kvickly

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kvickly