What Dansk Supermarked does

Salling Group A/S (formerly known as Dansk Supermarked) is Denmark's largest grocery and retail conglomerate, tracing its origins to Ferdinand Salling's first store on Søndergade 34 in Aarhus in 1906. The group is 100% owned by Salling Fondene, a Danish charitable foundation established in 2012, which has donated 2.5 billion DKK to education, culture, sport and social causes since inception. As of the most recent disclosures, Salling Group operates 2,100+ stores, employs 68,000 people, and serves roughly 15 million customers each week across Denmark, Germany, Poland, Estonia, Latvia and Lithuania. The company is headquartered at Rosbjergvej 33 in Brabrand, Denmark.

Salling Group runs a multi-format retail platform spanning hypermarkets (Bilka), supermarkets (føtex), discount grocery (Netto in Denmark, Germany and Poland), department stores (Salling stormagasiner), toy and children's retail (BR), and Baltic grocery formats acquired in 2025 (Rimi Hypermarkets, Rimi Super, Rimi Mini, Rimi Express). It also operates Starbucks and Carl's Jr. franchise concessions within its store estate and holds minor specialty partnerships with Skagen Food and Flowr. The business model is direct-to-consumer physical retail with transactional revenue from grocery and general merchandise sales, supplemented by franchise fees from in-store food and beverage partners. Customer segmentation is horizontal, addressing general consumers and discount-seekers across price points and store formats.

Strategic activity in 2024-2026 has been concentrated on geographic expansion (Rimi Baltic acquisition in 2025), new physical retail capacity (Salling Copenhagen department stores opening in 2026 with ~200 hires), pricing-led share defense (Netto's favoritvarer expansion by 100+ SKUs in 2026), and a forward-looking AI-commerce partnership with Google announced for July 2026 to participate in 'agentic commerce' using Gemini. The group also maintains flagship community partnerships with DBU (Danish Football Association, signed 2024) and Team Danmark (since 2009), reinforcing brand and societal positioning.

Name

Dansk Supermarked

Legal name

Salling Group A/S

Website

https://dansksupermarked.com

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Salling Group (formerly Dansk Supermarked) is Denmark's largest grocery and retail conglomerate, 100% foundation-owned, operating 2,100+ stores under føtex, Bilka, Netto, Salling, BR and Rimi brands across six European countries and serving 15 million customers weekly.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Grocery and Convenience Retailers (4451), Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (45521), All Other General Merchandise Retailers (455219)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

National Big-Box Mass Merchandisers (CRAGABAA)

Keywords

• Grocery retail chain
• Hypermarket operations
• Discount supermarket
• Department store retail
• Multi-format retail

Headquarters

HQ city

Højbjerg

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail Grocery Sales: Revenue generated from the sale of consumer goods and groceries through owned retail chains including føtex, Bilka, Netto, Salling department stores, and BR. Also includes franchise fees from Starbucks and Carl's Jr. locations.

Go-to-market motion1 record

Distribution channels8 records

Core offering

Dansk Supermarked, now operating as Salling Group, is Denmark's largest grocery conglomerate operating multi-format retail through owned brands including Bilka hypermarkets, føtex supermarkets, Netto discount stores, Salling stormagasiner department stores, and BR toy stores. The company serves 15 million customers weekly across 2,100+ stores in Denmark, Germany, Poland, and the Baltic states (after the 2025 acquisition of Rimi Baltic), with franchise operations for Starbucks and Carl's Jr. inside its stores.

Product overview

Salling Group operates a multi-format retail platform consisting of grocery chains (Bilka hypermarkets, føtex supermarkets, Netto discount stores), department stores (Salling stormagasiner), specialty retail (BR toys/books), and franchise operations (Starbucks, Carl's Jr.). The portfolio also includes Baltic operations (Rimi Hypermarkets, Rimi Super, Rimi Mini, Rimi Express) acquired in 2025. The company serves approximately 15 million customers weekly across 2,100+ stores in Denmark, Germany, Poland, Estonia, Latvia, and Lithuania.

Differentiator

Problem solved

Functional benefit

Brands

• Rimi Hypermarkets: Large-format hypermarket grocery stores operated by Rimi Baltic in the Baltic states.
• Rimi Super
• Rimi Mini
• Rimi Express

Products and services

• Bilka hypermarkets Hypermarket chain offering a wide range of groceries and general merchandise for everyday consumers in Denmark.
• føtex supermarkets Grocery store chain operating as a key brand within Salling Group's portfolio for Danish consumers.
• Netto discount grocery stores Discount grocery store chain operating in Denmark, Germany, and Poland, known for low everyday prices and the 'favoritvarer' fixed low-price initiative.
• Salling stormagasiner department stores Department stores offering fashion, beauty, and lifestyle products with food halls, with expansion into two new Copenhagen locations.
• BR toy and children's stores Toys and books retail chain targeting children and families in Denmark.
• Rimi Baltic grocery stores (Hypermarkets, Super, Mini, Express) Multi-format grocery retail chain in the Baltic states, operating Hypermarkets, Super, Mini, and Express formats under the Rimi brand.
• Skagen Food specialty retail Specialty food retail brand offering premium Danish food products.
• Flowr specialty retail Retail brand offering flower and plant products.

Quantifiable outcome

• 2.5 billion DKK donated to society since 2012

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• GoogleflagshipTechnology or Integration · 1 July 2026Strategic collaboration to be the first Danish retailer to participate in 'agentic commerce' using Google's AI universe, Gemini. The partnership aims to enable customers to more easily search, find, and purchase products through AI agents.
• DBU (Danish Football Association)coreStrategic or Co-development Partner · 1 January 2024Historic partnership announced in 2024 focused on equality, well-being, and education in football. The partnership covers all national teams from U16 through men's and women's senior teams, 'Pigeraketten' and DBU Football School. Includes sponsorship tied directly to gender equality initiatives.
• Team DanmarkcoreStrategic or Co-development Partner · 1 January 2009Salling Fondene (owner of Salling Group) has supported Team Danmark and Danish athletes since 2009. This support provides access to experts in sports physiology, nutrition, mental health, and related fields.
• Skagen FoodminorGTM or Marketing PartnerSpecialty food partner offering premium Danish food products.
• FlowrminorGTM or Marketing PartnerSpecialty partner offering flower and plant products.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Coop Danmark: Denmark's largest cooperative grocery and consumer goods retailer. Directly competes with føtex, Bilka, and Netto across grocery formats in Denmark, making it the most direct head-to-head peer for Salling Group in its home market.
• Dagrofa: Danish grocery wholesaler and retailer operating Meny, Spar, Min Købmand, and Let-Køb chains. A direct Danish grocery peer competing across multiple price points similar to Salling Group's multi-format portfolio.
• Lidl Danmark: German discount grocery chain with a strong Danish footprint. Competes directly with Netto on hard-discount pricing and with Bilka on broader grocery assortment.
• Maxima Group: One of the largest Baltic grocery operators (Maxima X, Maxima XX, Maxima Express), headquartered in Lithuania. Directly competes with Rimi Baltic across Estonia, Latvia, and Lithuania following Salling Group's 2025 acquisition.
• Aldi Danmark: Hard-discount grocery chain operating across Denmark. A direct competitor to Netto's favoritvarer proposition and increasingly to føtex on price-led grocery.
• Rema 1000 (Denmark): Danish discount grocery chain owned by Reitan Convenience. Competes directly with Netto's discount format on everyday low pricing across Denmark.

Broad incumbents

• ICA Gruppen: Sweden's largest grocery group, operating ICA Maxi hypermarkets, ICA Supermarket, ICA Nära, and discount formats. A broad Nordic incumbent with a comparable multi-format grocery portfolio to Salling Group.
• Kesko: Finnish listed retail conglomerate operating K-Citymarket, K-Supermarket, K-Market, and K-ruoka formats. Comparable multi-format grocery footprint in Northern Europe and a meaningful listed-peer benchmark.
• Schwarz Group (Lidl & Kaufland parent): European retail conglomerate owning Lidl and Kaufland. Indirect peer through Lidl's Denmark, Germany, and Poland operations and Kaufland's broader European hypermarket footprint.

Regional players

• Selver: Estonian grocery chain owned by the Estonian Coop. Competes with Rimi Baltic in Estonia and represents a regional peer for the newly acquired Baltic operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dansk-supermarked

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 records

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 Dansk Supermarked