RIMI Baltic

What RIMI Baltic does

RIMI Baltic is one of the largest grocery retailers in the Baltic States, operating 312 stores under four differentiated formats (Rimi Hyper hypermarkets, Rimi Super full-service stores, Rimi Mini neighbourhood stores, and Rimi Express convenience stores) across Estonia (82), Latvia (140), and Lithuania (90) as of August 2025. The company employs over 11,000 people and is headquartered in Riga, Latvia. Since 2020 it has run a unified e-commerce platform in all three countries offering home delivery, Rimi Drive pick-up, and Click & Collect, layered on top of the EUR 82M expanded Riga logistics center and the largest automated product sorting system in the Baltics (7,500 packaging units/hour, EUR 4.4M investment from Vanderlande Industries).

The business operates three primary revenue streams: (1) physical and online retail sales across the four store formats, (2) the Rimi Business B2B platform providing corporate procurement with invoice billing, loyalty discounts, subscription deliveries, and group accounts, and (3) a multi-tier private label portfolio spanning the core Rimi brand, premium Selection by Rimi, economy Rimi Smart, themed sub-brands (Rimi Planet, Greatlife, Grill, Express, Basic), and 123 Salling Group private label SKUs added in 2025. The technology stack combines e-commerce, mobile self-scanning in 126 stores (replacing 4,200 handheld scanners), digital receipts, and an AI-based markdown solution for near-expiry products.

RIMI Baltic is privately held by Denmark's Salling Group (Denmark's largest retail group, ~2,100 stores, 68,000 employees) following a June 2025 divestiture from Sweden's ICA Gruppen. The January 2026 acquisition and April 2026 integration of Havi Logistics SIA brought warehousing, picking, labelling, sorting, and reverse logistics in-house across all three Baltic countries, unifying the supply chain under RIMI Baltic Group.

Name

RIMI Baltic

Legal name

SIA Rimi Baltic

Website

https://rimibaltic.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

RIMI Baltic is the largest privately held grocery retailer in the Baltic States, operating 312 stores across four formats (Hyper, Super, Mini, Express) in Estonia, Latvia, and Lithuania, with over 11,000 employees, e-commerce since 2020, a B2B procurement platform, and a multi-tier private label portfolio. Owned by Salling Group since June 2025.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Grocery and Convenience Retailers (4451), Convenience Retailers and Vending Machine Operators (44513)

SIC

Retail-Variety Stores (5331), Retail-Convenience Stores (5412)

akta.pro primary industry

General Online Grocery (Full-Basket) (CRAHAIAA)

Keywords

• Grocery retail
• E-commerce grocery
• Private label brands
• B2B procurement
• Convenience stores

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Revenue generated from physical retail store operations across four store formats (Hyper, Super, Mini, Express) and e-commerce sales. Company operates 312 stores across Estonia, Latvia, and Lithuania.
2. B2B Sales (Rimi Business): Business-to-business sales through Rimi Business platform offering office supplies, groceries, snacks, and bulk orders to corporate customers with payment by invoice and loyalty discounts.
3. Private Label Products: Revenue from proprietary brand products under Rimi name including sub-brands Rimi Planet, Rimi Greatlife, Rimi Express, Rimi Grill, Selection by Rimi, and Rimi Smart.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

RIMI Baltic operates a multi-format grocery retail business across Estonia, Latvia, and Lithuania with 312 physical stores under four banners (Rimi Hyper, Rimi Super, Rimi Mini, Rimi Express) complemented by an e-commerce platform offering home delivery, Rimi Drive drive-in pick-up, and Click & Collect in-store pick-up. The company sells food and non-food products under its own private label portfolio (Rimi, Selection by Rimi, Rimi Smart, Salling Private Label, and sub-brands Rimi Planet, Rimi Greatlife, Rimi Grill) and operates a B2B procurement platform, Rimi Business, serving corporate customers across all three Baltic countries.

Product overview

RIMI Baltic operates as a multi-format retail grocery chain across Estonia, Latvia, and Lithuania, comprising four physical store formats (Rimi Hyper hypermarkets, Rimi Super full-service stores, Rimi Mini neighbourhood stores, and Rimi Express convenience locations) totaling over 300 stores. The company complements its physical retail with a unified e-commerce platform (available since 2020) offering home delivery, Rimi Drive drive-in pickup, and Click & Collect services. Its private label portfolio includes the core Rimi brand with sub-brands (Rimi Planet, Rimi Greatlife, Rimi Express, Rimi Grill), the premium Selection by Rimi line, the economy Rimi Smart range, and Salling Private Label products (123 items from parent Salling Group). The Rimi Business B2B service enables corporate procurement through online portals. The company also operates innovation platforms including Rimi Open Innovation (1M EUR funding commitment) and the Baltic Sustainability Awards, while its My Rimi loyalty program serves consumers across all three Baltic markets.

Differentiator

Problem solved

Functional benefit

Brands

• Rimi Planet: Sub-brand offering specially selected product collections for different customer preferences and occasions
• Rimi Greatlife
• Rimi Grill
• Selection by Rimi
• Rimi Smart
• Rimi Basic

Products and services

• Rimi Hyper Large-format hypermarket banner inspiring bulk shopping with a wide selection of quality food and non-food products at competitive prices across the three Baltic countries.
• Rimi Super Full-service neighbourhood format positioned as the best place for fresh food, full weekly shopping, meal inspiration, and personal service in local areas across the Baltics.
• Rimi Mini Compact neighbourhood banner offering quick and easy shopping with a smart assortment of the most popular goods for local top-up trips in Estonia and Latvia.
• Rimi Express Modern convenience format offering fresh and healthy ready meals, snacks, and urgent grocery top-ups in accessible locations across the three Baltic countries.
• Rimi E-commerce Rimi's own e-commerce platform for online grocery shopping with home delivery, Rimi Drive drive-in pick-up, and Click & Collect in-store pick-up, supported by recipe inspiration, saved baskets, and one-click checkout in all three Baltic countries.
• Rimi Business Dedicated B2B procurement portal for companies and organizations to streamline office and workplace supply purchases, including groceries, snacks, and bulk orders, with payment by invoice, loyalty discounts, subscription deliveries, gift cards, and Rimi Drive pick-up across Estonia, Latvia, and Lithuania.
• Rimi Private Label Rimi's own-brand product line combining quality, safety, freshness, and affordable prices, tested in Rimi's quality lab and required to meet quality, environmental, health and social responsibility standards, including sub-brands such as Rimi Planet, Rimi Greatlife, Rimi Express and Rimi Grill.
• Selection by Rimi Premium private label line of exceptional quality featuring finest ingredients from original growing places and unique recipes (for example, prosciutto crudo from Parma Valley) sold across the Baltic Rimi stores.
• Rimi Smart Everyday value-oriented private label line for families targeting smart shoppers who want to save money without sacrificing quality, available in simpler packaging in larger or smaller quantities for better prices.
• Salling Private Label Affordable private label product range introduced from parent company Salling Group, with 123 items made available to shoppers across all Baltic Rimi stores from September 2025 onward.
• My Rimi Customer loyalty program across the Baltic States that lets members accumulate My Rimi money, receive birthday discounts, access exclusive promotions, and donate My Rimi money to charitable causes through the app and online.

Quantifiable outcome

• Food waste reduced to 1.39% - historically low level
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Havi Logistics (Integration)coreStrategic or Co-development Partner · 1 April 2026Rimi Baltic Group unified supply chain by integrating former HAVI Logistics companies in the Baltics, completing the acquisition process.
• Havi Logistics SIAcoreStrategic or Co-development Partner · 7 January 2026Germany-based Havi Global Logistics sold its Baltic subsidiary Havi Logistics SIA (including wholly-owned subsidiaries in Lithuania and Estonia) to Rimi Baltic. Transaction advised by Tegos and Sorainen, subject to regulatory approval. Covers warehousing, handling, picking, labelling, sorting, and return logistics services.
• Revo FoodsminorStrategic or Co-development PartnerStart-up selected for Rimi Open Innovation platform pilot. Plant-based salmon product launched in early 2024 for Rimi customers.
• goodbagminorStrategic or Co-development PartnerStart-up selected for Rimi Open Innovation platform. Smart and reusable shopping bag with gamification solution launched in April 2024 - customers collect seeds and plant trees while shopping.
• NudgdminorStrategic or Co-development PartnerSwedish start-up in Future HUB acceleration program working on gamification solution to increase fruit and vegetable consumption in Baltic countries.
• Robin data hoodminorStrategic or Co-development PartnerSpanish start-up in Future HUB acceleration program working on gamification solution to increase fruit and vegetable consumption.
• RingominorStrategic or Co-development PartnerPartnership with start-up Ringo for reusable packaging system pilot in Estonia - three Rimi stores in Tallinn offer ready-made food in reusable jars.
• Vanderlande Industries B.V.coreTechnology or IntegrationLeading manufacturer of automation systems globally (providing luggage belts at airports) supplied the largest automated goods sorting system in the Baltics at Rimi's logistics center in Riga. Continues to provide remote service, system maintenance, and quality inspections.
• Food Banks (Baltic Countries)coreStrategic or Co-development PartnerPartnerships with food banks in all three Baltic countries for food donations. Rimi Latvia donates from 98 stores; Rimi Estonia donates frozen food; Rimi Lithuania works with Food Bank and Save the Children. Total of 2,668 tons of food donated in 2023.
• Red Cross (Estonia)minorStrategic or Co-development PartnerRimi Estonia partners with Red Cross for Ukraine support and humanitarian donations.
• Latvian Samaritan Association (Paēdušai Latvijai)minorStrategic or Co-development PartnerFood Bank partner in Latvia for Ukraine support through My Rimi money donations.
• Lithuanian Food Bank and Save the ChildrenminorStrategic or Co-development PartnerRimi Lithuania partners with Lithuanian Food Bank and organization Save the Children for donations.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Maxima Group: Maxima Group is Rimi's largest direct grocery competitor in the Baltics, operating hypermarkets, supermarkets, and convenience formats in Lithuania, Latvia, and Estonia. They overlap on multi-format grocery retail, private label, and e-commerce (Barbora), competing head-to-head for the same everyday basket.
• COOP Estonia / COOP Eesti: Coop Estonia is a major grocery cooperative with hundreds of stores across Estonia serving daily-needs consumers. It competes with Rimi's Super, Mini, and Express formats and overlaps in local-producer sourcing and loyalty programs.
• Palink / IKI (Lithuania): IKI is a long-standing Lithuanian supermarket chain owned by Palink with hypermarket and convenience formats across Lithuania. Comparable to Rimi Hyper/Super/Express, including overlap on private label and home-delivery grocery.
• Selver (Estonia): Selver operates hypermarkets and supermarkets in Estonia under the NG Tallinn group. Directly comparable to Rimi Estonia's Hyper and Super footprint, with overlapping private-label assortment and loyalty mechanics.

Broad incumbents

• Lidl: German discount incumbent with growing Baltic presence, focusing on private-label heavy, value-oriented grocery. Competes with Rimi on price-anchored assortment and pressures its everyday-grocery value proposition across all three countries.
• Prisma (Finland): Prisma is part of the Salling Group (Rimi's parent) and operates hypermarkets and supermarkets in Finland with comparable store formats, private-label strategy, and loyalty mechanics. It functions as a strategic reference sibling for Rimi's operating model and assortment choices.
• ICA Sverige: ICA Gruppen was Rimi's previous owner and operates Sweden's largest grocery network of ICA Maxi/Nära/Kvantum stores. The shared DNA in private label, sustainability, and digital makes ICA a structural reference even after the Salling Group divestment.

Emerging players

• Barbora (Maxima Group): Baltic online-grocery pure-play and home-delivery specialist operated within Maxima Group. Comparable to Rimi's e-store offering, competing on home-delivery speed and assortment depth in urban areas across Lithuania, Latvia, and Estonia.
• Wolt (online delivery): Wolt is a leading last-mile delivery platform in the Baltics offering quick-commerce grocery from local retailers. Comparable to Rimi's home-delivery e-commerce but as a marketplace aggregator, representing both a competitor for delivery share and a potential fulfillment partner.

Regional players

• Netto (Salling Group): Netto is the discount grocery banner of Salling Group operating in Denmark, Germany, and Poland (not the Baltics). Functionally comparable on discount private-label assortment and supply-chain practices, it informs and supports Rimi's Baltic private-label and value-pricing strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mansrimi
• Facebookfacebook.com/mansrimi
• LinkedInlinkedin.com/company/rimi-baltic

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 RIMI Baltic