What COOP Midt-Norge does

COOP Midt-Norge is a Norwegian retail cooperative operating within the broader Coop Norge SA system, headquartered in Trondheim and founded in 1878. It sells groceries, fresh produce, and building materials to Norwegian consumers through a multi-format store portfolio — Extra (low-price, 500+ stores), Coop Mega, Coop Prix, Coop Marked/Matkroken, Obs, Obs BYGG, and Coop Byggmix — spanning over 1,200 locations nationwide. The organization is member-owned: its ~2.6 million member-customers hold cooperative ownership through regional Samvirkelag, representing member penetration approaching half of Norway's ~5.4 million population. Collectively Coop is positioned as Norway's second-largest retail grocery chain, employing over 10,000 people (9,000+ at Extra alone).

The business model is membership-based direct-to-consumer retail. Revenue derives principally from in-store grocery and consumer-goods sales, augmented by private-label margins (Xtra-serien, 200+ items), a co-branded Coop Mastercard (interchange, revolving interest at 25.6% effective rate), business purchasing via Coop Bedriftskort, and reduced-price/food-rescue concepts (Matredder'n at 40% off, Best Før -70%, Too Good To Go surplus bags). Customer acquisition and retention run on cooperative incentives: a minimum 1% purchase dividend paid annually to member accounts, an 11% fruit-and-vegetable bonus at Extra, and 50% member discounts on categories such as diapers and feminine products.

Technology is applied to operations and payments rather than as a product. Core digital assets include Coopay (QR-based mobile payment inside the member app, processed by Aera Payment and Identification and gated by BankID), electronic shelf labels supplied under a framework agreement with Pricer, and "Check," a digital store-operations tool built on Microsoft's Power Platform with KPMG and deployed across all 1,200+ stores via Teams. Sustainability is a distinguishing operational theme — food-waste reduction targets, a biogas filling station with Gasum in Trondheim, and a JV with Avisomo (Himmelgrønt AS) for automated indoor farming of local produce.

Name

COOP Midt-Norge

Legal name

Coop Norge SA

Website

https://coop.no

Company type

Private

Founded year

1878

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

COOP Midt-Norge is a member-owned Norwegian retail cooperative operating grocery and building-materials chains (Extra, Coop Mega, Coop Prix, Obs) across 1,200+ stores, serving ~2.6 million member-customers nationwide as Norway's second-largest grocery retailer.

Ownership category

akta.pro rank

Product category

Grocery Retail

akta.pro primary industry

Member-Owned Food Cooperatives (CRAHALAA)

akta.pro secondary industry

Multi-Stakeholder Grocery Cooperatives (CRAHALAD)

Keywords

• Grocery retail
• Cooperative membership
• Mobile payments
• Building materials
• Loyalty rewards

Headquarters

HQ city

Trondheim

HQ country

Norway

HQ region

Europe

Offices2 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. Grocery Retail Sales: Coop operates grocery stores and generates revenue through the sale of food and consumer goods across multiple retail chains (Extra, Coop Mega, Coop Prix, Coop Marked/Matkroken, Obs, Obs BYGG, Coop Byggmix). Revenue is generated from in-store purchases, with private label brands contributing to margins.
2. Coop Mastercard: Coop co-branded credit card issued through Kredittbanken. Revenue generated from interchange fees, interest on revolving credit, and cross-selling to 2.6 million members.
3. Nedprisede Datovarer (Reduced-price Items): Sale of items approaching expiration at 40-70% discount through Matredder'n and Best Før -70% concepts, reducing food waste while maintaining revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

COOP Midt-Norge operates a multi-format retail grocery and building materials network across Norway as part of the Coop Norge cooperative. The cooperative sells food, household goods, and DIY products through 1,200+ physical stores spanning multiple chains (Extra, Coop Mega, Coop Prix, Coop Marked/Matkroken, Obs, Obs BYGG, Coop Byggmix), offering 2.6 million members purchase dividends, exclusive member benefits, mobile payment (Coopay), and credit card (Coop Mastercard) services.

Product overview

Coop Midt-Norge operates as a retail cooperative offering a multi-format grocery and building materials portfolio. The core offerings include retail store chains (Coop Mega, Coop Prix, Coop Marked/Matkroken, Extra, Obs, Obs BYGG, Coop Byggmix) serving Norway's second-largest grocery market. Digital and financial products enhance the shopping experience: Coop Mastercard provides credit card benefits, Coop Bedriftskort enables business payments, Coopay enables mobile payments via the Coop App, and Garantert Fornøyd offers a satisfaction guarantee. Sustainability initiatives include Matredder'n (40% off near-expiry items), Best Før -70% (past best-before discounts), and the Alltid 8 produce program. The Check tool on Microsoft's Power Platform digitizes store operations across the network.

Differentiator

Problem solved

Functional benefit

Brands

• Coop Mastercard: Credit card offering 1% extra purchase rebate at Coop stores plus travel and rental car insurance
• Coopay
• Coop Bedriftskort
• Xtra-serien
• Alltid 8
• Matredder'n
• Garantert Fornøyd
• Coop-dugnaden
• Draktkampanjen

Products and services

• Extra
• Coop Mega
• Coop Prix
• Coop Marked / Matkroken
• Obs
• Obs BYGG
• Coop Byggmix
• Coop Mastercard
• Coop Bedriftskort
• Coopay
• Coop App
• Garantert Fornøyd
• Matredder'n
• Best Før -70%
• Xtra Series
• Alltid 8

Quantifiable outcome

• 30% reduction in food waste targeted by 2025 (vs 2019 baseline)
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Avisomo / Himmelgrønt AScoreStrategic or Co-development Partner · 18 March 2026Joint venture between Coop Norway and Avisomo for local produce cultivation. Himmelgrønt AS commercializes Avisomo's Frøy Growth System for automated indoor farming. Bagged baby leaf Crispy lettuce now reaching Coop Mega stores nationwide, grown with fully automated robot handling and industry-standard CC-trolleys, eliminating human contact. Produce reaches shelves hours after harvest with shelf life up to 8x longer than imported greens.
• KPMGcoreImplementation/ SI/ Consulting Partner · 11 December 2025Coop partnered with KPMG to develop 'Check', a digital store operations tool built on Microsoft's Power Platform. Solution rolled out across all 1,200+ Coop store locations, replacing paper-based task management and wall-mounted checklists with real-time digital task planning and operational checks accessible via Teams on mobile and desktop.
• PricercoreTechnology or Integration · 7 November 2025Pricer signed new framework agreement with Coop Norge to supply electronic shelf labels and digital solutions for over 1,000 stores across Norway. Agreement aims to enhance in-store operations, pricing accuracy, and customer experience.
• Too Good To GocoreStrategic or Co-development PartnerCoop is Norway's largest operator on Too Good To Go app. Partnership results in 450,000 'surprise bags' of surplus food sold in 2023, each saving approximately 2.7 kg CO2 equivalent emissions. Reduces food waste while offering customers discounted prices.
• GasumminorStrategic or Co-development PartnerCoop established biogas filling station with Gasum at Coop Norge SA warehouse in Trondheim. Purpose is fossil-free transport both locally and on longer routes. Biogas produced from food waste and sewage.
• Aera Payment and Identification AScoreTechnology or IntegrationTechnical service provider for Coopay mobile payment solution, routing payment transactions to the store's acquirer. Enables contactless payment functionality in Coop stores.
• Norges Idrettsforbund (Norwegian Sports Federation)coreGTM or Marketing PartnerCoop Dugnad partnership supporting children from low-income families with membership fees, training costs, equipment, and competition expenses. Over 10,000 children helped since 2018, with support given to 1,400+ children in 2025 alone.
• Røde Kors Norge (Norwegian Red Cross)coreGTM or Marketing PartnerCoop Dugnad partnership initiated in 2018 to support children's participation in sports regardless of family finances. Joint initiative with Norwegian Sports Federation.
• UmbrominorChannel Partner/ Reseller/ DistributorEquipment supplier for Coop's annual jersey campaign, providing uniforms to children's sports clubs. Over 400,000 jersey sets distributed since 2001.
• Norges Friidrettsforbund (Norwegian Athletics Federation)coreGTM or Marketing PartnerExtra (Coop) has been general sponsor of Norwegian Athletics Federation since 2018. Sponsorship extended in 2020 to include para-athletics. New four-year agreement signed August 2022.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ICA Gruppen: Swedish listed grocery retailer that owns ICA Norge and other Nordic grocery operations. Comparable in multi-format strategy and offers benchmark on what a listed Nordic grocery operator can do with public capital versus Coop's cooperative structure.
• S Group (S-ryhmä): Finnish consumer cooperative federation operating Prisma, S-market, Alepa, and K-market banners. Structurally comparable to Coop Norge as a member-owned multi-format grocery cooperative in a neighboring Nordic market.
• Kesko: Finnish listed retailer operating K-Citymarket, K-Supermarket, and K-Market grocery banners plus K-Rauta DIY. Highly comparable multi-format grocery plus building materials portfolio, mirroring Coop's Extra + Obs BYGG combination.
• Coop Norge SA: The national umbrella cooperative that federates the regional Coop societies including Coop Midt-Norge. While Coop Midt-Norge is a regional member, Coop Norge SA provides the central brand, IT platforms, and national partnerships (e.g., Pricer, KPMG) that the regional cooperative operates within.

Direct peers

• NorgesGruppen: Norway's largest grocery retailer and Coop's principal domestic competitor. Operates Meny (hypermarket), Kiwi (discount), Spar, Joker, and Nærbutikken banners. Direct head-to-head competition across every Norwegian grocery segment and price tier.
• ICA Norge: Norwegian arm of Swedish ICA Gruppen, operating ICA Maxi (hypermarket), ICA Supermarked, and ICA Nær formats. Competes with Coop Mega and Coop Prix for mainstream and convenience grocery share.
• Coop Nord: Sister regional cooperative within the Coop Norge federation, serving northern Norway. Operates under the same national banner structure (Extra, Coop Prix, Coop Marked) and competes with Coop Midt-Norge for member-share-of-wallet where territories overlap.
• Bunnpris: Norwegian discount grocery chain with nationwide presence. Directly competes with Coop's Extra banner on price-led positioning, particularly in the low-price tier of Norwegian grocery.
• Rema 1000: Norwegian discount grocery chain with strong price positioning. Competes most directly with Coop's Extra banner on everyday low-price grocery assortment, putting sustained margin pressure on Coop's value-tier offering.
• Coop Sør: Sister regional cooperative within the Coop Norge federation serving southern Norway. Operates under shared national banners and competes with Coop Midt-Norge for nationwide Coop members, particularly in cross-regional member shopping behavior.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/coopnorge

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about COOP Midt-Norge