Salling Group
Salling Group A/S is Denmark's largest grocery conglomerate, operating 2,100+ stores across six European countries under multiple banners (Bilka, Føtex, Netto, Salling, Rimi, BR), serving 15 million consumers weekly. It is wholly owned by Salling Fondene and runs the largest global private cloud deployment of SAP S/4HANA.
- Company typePrivate
- Founded1906
- HeadquartersBrabrand, Denmark
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Salling Group does
Salling Group A/S is Denmark's largest grocery conglomerate, operating 2,100+ stores across six European countries (Denmark, Germany, Poland, Estonia, Latvia, Lithuania) under a multi-format portfolio that includes discount (Netto, Rimi), hypermarket (Bilka, Føtex), department store (Salling stormagasiner), specialty retail (BR toys, Flowr flowers, Skagen Food), and licensed food-service formats (Starbucks, Carl's Jr.). Founded in 1906 by Ferdinand Salling and headquartered in Brabrand, Denmark, the group serves approximately 15 million customers per week and employs more than 68,000 people. The 2025 acquisition of Rimi Baltic added 314 stores and over 11,000 employees, making it the largest M&A transaction in the company's history.
The business runs on what is described as the largest private cloud deployment of SAP S/4HANA globally, with SAP Joule integrated as the AI layer for forecasting, replenishment, and store operations automation. Technology and analytics are also being deepened through partnerships with TCS (cloud migration and digital transformation), WPP Media (retail-data-driven commerce intelligence), and Visual Art (digital signage infrastructure). The core revenue model is direct-to-consumer physical retail across multiple price-point formats, with the group operating as a horizontally segmented retail conglomerate rather than a unified product platform.
Salling Group is 100% owned by Salling Fondene, a charitable foundation that has donated DKK 2.5 billion to education, culture, sports, and social causes since 2012, meaning profits are returned to society rather than distributed to external shareholders. Strategic direction is organized around the Aspire '28 plan, with 2025 marking record-high revenue and investment levels, and forward momentum signaled by new Salling department store openings in Copenhagen, an Icelandic procurement partnership with Hagar hf, and continued technology investment across the enlarged footprint.
Salling Group firmographics
Firmographics- Name
- Salling Group
- Legal name
- Salling Group A/S
- Website
- https://sallinggroup.com
- Company type
- Private
- Founded year
- 1906
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Salling Group A/S is Denmark's largest grocery conglomerate, operating 2,100+ stores across six European countries under multiple banners (Bilka, Føtex, Netto, Salling, Rimi, BR), serving 15 million consumers weekly. It is wholly owned by Salling Fondene and runs the largest global private cloud deployment of SAP S/4HANA.
- Ownership category
- akta.pro rank
Salling Group industry classification
Industry- Product category
- Grocery Retail
- NAICS
- Grocery and Convenience Retailers (4451), Specialty Food Retailers (4452), Other Specialty Food Retailers (44529)
- SIC
- Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Bulk & Case-Lot Food Retailers (Non-membership) (CRAHACAF)
Keywords
Where Salling Group is headquartered
LocationHeadquarters
- HQ city
- Brabrand
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Salling Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Grocery Retail Operations: Core retail revenue from selling groceries and consumer goods through physical stores across multiple formats (hypermarkets, supermarkets, discount, department stores) and brands (Bilka, Føtex, Netto, Salling, BR, Rimi)
Go-to-market motion1 record
Distribution channels7 records
Marketing channels5 records
Salling Group product offering
Product offeringCore offering
Salling Group operates a multi-format retail business selling groceries, household goods, and general merchandise through owned physical stores under brands including Bilka (hypermarkets), Føtex (supermarkets), Netto (discount), Salling stormagasiner (department stores), BR (toys), Rimi Baltic (Baltic grocery), plus Skagen Food, Flowr, and licensed Starbucks and Carl's Jr. franchises. The group serves 15 million customers weekly across 2,100+ stores in Denmark, Germany, Poland, Estonia, Latvia, and Lithuania.
Product overview
Salling Group is Denmark's largest grocery conglomerate, operating a multi-format retail portfolio consisting of discount chains (Netto), hypermarkets (Føtex, Bilka), department stores (Salling Stormagasiner), specialty retail (BR toys, Flowr flowers), and food service franchises (Starbucks, Carl's Jr.). Following its 2025 acquisition of Rimi Baltic, the group has expanded into the Baltic market with 314 additional stores. The company serves 15 million customers weekly across 2,100+ stores in Denmark, Germany, Poland, Estonia, Latvia, and Lithuania. The portfolio is unified under corporate ownership rather than a single product platform, with each brand operating distinct retail concepts.
Differentiator
Problem solved
Functional benefit
Products and services
- Bilka Large-format hypermarket chain in Denmark offering groceries together with electronics, home goods, and general merchandise under one roof.
- Føtex Full-service supermarket chain in Denmark offering a wide range of food and household products.
- Netto Discount supermarket chain operating in Denmark, Germany, and Poland, offering selected favorite items at fixed low prices alongside weekly promotional offers.
- Salling Stormagasiner Department store chain in Danish cities offering fashion, beauty, home goods, and food hall concepts, including Copenhagen locations.
- BR Toy retail chain operating stores across Denmark selling toys and children's products.
- Rimi Baltic Baltic grocery retailer operating four formats (Rimi Hypermarkets, Rimi Super, Rimi Mini, Rimi Express) with 314 stores and over 11,000 employees across Estonia, Latvia, and Lithuania.
- Skagen Food Specialty food retailer offering premium and gourmet food products within the Salling Group portfolio.
- Flowr Flower and plant retail chain operating within the Salling Group portfolio.
- Starbucks (licensed franchise) Coffee shop franchise operated within Salling Group stores in Denmark.
- Carl's Jr. (licensed franchise) Fast food restaurant franchise operated within Salling Group stores in Denmark.
Quantifiable outcome
- 15 million customers served weekly
- +1 more outcomes
Companies that use Salling Group
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Salling Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Salling Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and flagship.
- Hagar hfcoreNew procurement partnership enabling Hagar's Bónus and Hagkaup stores in Iceland to reduce prices on hundreds of products. Described as a milestone in Icelandic grocery retail.
- WPP MediacorePartnership to integrate Salling Group's retail data with WPP's Open Intelligence for Commerce. Aims to improve targeted marketing campaigns and measure campaign performance without data sharing, leveraging retail data from several European countries.
- Visual ArtcoreFive-year agreement encompassing Visual Art's digital signage software, full technical migration, remote and on-site support, and integration with Salling Group's current ad tech platform. Plans to explore new functionalities related to audience data, campaign measurement, and sensor-based activation.
- Tata Consultancy Services (TCS)coreLong-term strategic partnership for digital transformation and AI-enabled cloud migration. TCS supports cloud adoption and operations stabilization across 2,100 stores and 68,000 employees in 6 countries (Denmark, Poland, Germany, Estonia, Lithuania, Latvia), aimed at driving agility, scalability, and sustainability.
- DBU (Danish Football Association)flagshipHistoric partnership to promote equality, better well-being and education through football. Covers all national teams from U16 to women's and men's senior teams, Pigeraketten and DBU Football School.
- Team DanmarkcorePartnership since 2009 through Salling Fondene supporting Danish athletes with access to experts in sports physiology, nutrition, mental health, and more.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Salling Group competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Salling Group social profiles
Digital presenceSalling Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Salling Group leadership team
Management profileNumber of profiles
Salling Group subsidiaries and ownership
Company hierarchySubsidiaries7 records
Salling Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Salling Group M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Salling Group
What does Salling Group do?
Salling Group operates a multi-format retail business selling groceries, household goods, and general merchandise through owned physical stores under brands including Bilka (hypermarkets), Føtex (supermarkets), Netto (discount), Salling stormagasiner (department stores), BR (toys), Rimi Baltic (Baltic grocery), plus Skagen Food, Flowr, and licensed Starbucks and Carl's Jr. franchises. The group serves 15 million customers weekly across 2,100+ stores in Denmark, Germany, Poland, Estonia, Latvia, and Lithuania.
Is Salling Group a public or private company?
Salling Group is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Salling Group founded?
Salling Group was founded in 1906. It employs 5,001 to 10,000 people.
Where is Salling Group based?
Salling Group is headquartered in Brabrand, Denmark, in the Europe region.
How does Salling Group make money?
One revenue line is on record: grocery Retail Operations.
Does Salling Group have an API?
No public API is recorded for Salling Group.
What industry is Salling Group in?
Salling Group's product category is Grocery Retail. Its primary akta.pro industry code is CRAHACAF, Bulk & Case-Lot Food Retailers (Non-membership). Its NAICS code is 4451 and its SIC code is 5411.