What Irma does

Irma is a Danish premium private-label grocery brand founded in 1886 and currently owned and operated as a brand under Coop Danmark A/S, a Danish cooperative retail group headquartered in Albertslund. The brand offers a curated portfolio of quality grocery products spanning breakfast, lunch, dinner, and specialty food occasions, positioned around superior taste and a tagline that translates to 'Irma tastes of more' ('Irma smager af mere'). New SKUs are added to the Irma product series on an ongoing basis, with stated emphasis on quality and taste rather than price competition.

The brand has no standalone technology stack, proprietary platform, or AI capabilities — it is a consumer-brand business, not a technology company. There are no patents, certifications, or third-party technology partnerships disclosed. Distribution is entirely retail and entirely captive: Irma products are sold exclusively through Coop's four Danish retail banners (SuperBrugsen premium, Kvickly hypermarket, 365 discount value, and Brugsen community stores), supplemented by Coop's digital member platform and mobile app for promotions and loyalty engagement.

Commercially, Irma has no independent financials, no standalone revenue line, and no separate funding, investor, or capital structure — it functions as a private-label quality label within Coop's cooperative ecosystem. Revenue mechanics are implicit retail sales of branded grocery items at store-level prices set by Coop. The brand's strategic optionality and any associated valuation signal flow entirely from the parent's retail performance, member base, and private-label portfolio strategy.

Name

Irma

Legal name

Irma (brand under Coop Danmark A/S)

Website

https://irma.dk

Company type

Private

Founded year

1886

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Irma is a Danish premium private-label grocery brand founded in 1886, owned by Coop Danmark A/S, selling quality food products exclusively through Coop's SuperBrugsen, Kvickly, 365 discount, and Brugsen retail chains across Denmark.

Ownership category

akta.pro rank

Headquarters

HQ city

Albertslund

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Private label grocery sales: Irma generates revenue through the sale of branded grocery products (breakfast, lunch, dinner items, and specialty foods) exclusively through Coops retail chain stores (SuperBrugsen, Kvickly, 365 discount, and Brugsen) in Denmark.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Irma is a premium private label grocery brand established in 1886 that sells branded quality food products including meat, fish, bread, wine, beer, fruits, tea, coffee, and dairy. The brand is distributed exclusively through Coop Danmark's retail chains (SuperBrugsen, Kvickly, 365 discount, and Brugsen) across Denmark, positioning itself with the motto 'Irma smager af mere' (Irma tastes of more) emphasizing superior taste and quality.

Product overview

Irma is a grocery and food product brand owned by Coop Denmark, established in 1886. It operates as a single unified product line (Irma-vareserien) consisting of quality food products. The brand is distributed exclusively through Coops retail chains including SuperBrugsen, Kvickly, 365 discount, and Brugsen. Irma positions itself as a quality brand emphasizing exceptional taste, with the tagline 'Irma smager af mere' (Irma tastes of more). The product portfolio includes items for breakfast, lunch, dinner, and specialty occasions, with new products regularly added to the series.

Differentiator

Problem solved

Functional benefit

Products and services

• Irma Product Series A comprehensive line of quality grocery and food products including items for breakfast, lunch, dinner, and specialty food occasions. The product series is sold exclusively through Coop's retail chains (SuperBrugsen, Kvickly, 365 discount, and Brugsen) and is positioned as a premium quality label emphasizing taste and food enjoyment.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves2 records

Expansion highlights3 records

Direct peers

• X-tra: Coop Denmark's value-tier private label competing for the same shopper across the same store aisles as Irma. Directly comparable as a sibling private label within Coop's portfolio.
• Trader Joe's: US premium private-label-led grocery brand where store-brand products drive the proposition and differentiation. Highly comparable to Irma's model of premium private label identity inside a single retail banner.
• Meny: Scandinavian premium-grocery banner competing for the same quality-conscious Danish shopper that Irma targets. Operates in the same Danish market with overlapping premium positioning.
• Marks & Spencer Food: Premium-tier retailer-led private label with multi-decade heritage and broad grocery range. Comparable positioning to Irma as a premium-quality, taste-led private label brand.
• Änglamark: Coop Denmark's organic private label, distributed through the same SuperBrugsen, Kvickly, 365 discount and Brugsen shelves as Irma. It competes head-to-head with Irma on quality positioning and shelf space within the same parent company.
• Cirkel Kaffe: Coop Denmark's coffee-focused private label, also distributed exclusively through Coop chains. Directly comparable as a vertical private-label brand operating in the same retail ecosystem as Irma.

Broad incumbents

• Lidl: International discounter with own premium-tier private labels competing on quality and price in Denmark. Comparable to Irma as a rival private-label proposition in the same market.
• Aldi: International hard-discounter with extensive premium private label (e.g., Specially Selected) operating in Denmark. Comparable as a large-scale private-label-anchored competitor in the Danish market.
• Netto: Danish discount grocer with its own strong private label offering across grocery categories. Competes with Irma for share of stomach within Denmark's value-conscious segment.
• Salling Group (formerly Dansk Supermarked): Denmark's largest grocery group (operates Netto, Føtex, Bilka) and Coop Danmark's primary domestic competitor. Comparable as the counter-balancing retail conglomerate whose private-label portfolio competes with Irma for Danish grocery spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/IrmaDanmark
• Facebookfacebook.com/IrmaDanmark

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 Irma