Brugsen

What Brugsen does

Brugsen is a Danish neighborhood grocery retail chain operating over 500 store locations across Denmark, repositioned in 2024 from its former Dagli'Brugsen name under a single unified brand. The chain is a retail banner of Coop Danmark A/S, a privately held Danish consumer cooperative that also owns Kvickly, SuperBrugsen, Irma A/S, and 365discount A/S. Stores carry a mix of national brands and Coop's private label portfolio — Änglamark (organic), Irma (premium), Xtra (value), Cirkel Kaffe (coffee), Schulstad (bakery), and Kærgården (dairy) — alongside the Lav Pris low-price program covering approximately 300 data-selected everyday items.

Brugsen's commercial model combines traditional grocery retail with the Coop membership program, which requires a one-time 200 DKK fee and grants a 5% bonus on fresh fruits and vegetables, personalized offers via the Coop mobile app, and access to a multi-vertical partner ecosystem spanning fuel (OK), banking (Coop Bank), internet (Eesy), travel (TUI, Sol og Strand), theme parks (Fårup Sommerland), and photo products (CEWE). The chain distributes through its physical store footprint as the primary channel, supplemented by a weekly digital flyer (avis), email newsletter, the Coop app, and a Facebook presence focused on local community engagement. A separate B2B Købekort (Purchase Card) scheme extends the offering to private companies and public institutions with approximately 28-day credit.

As a non-listed retail brand within a cooperative parent, Brugsen does not publish standalone revenue, headcount, or founding-year data in the source material. Operations are active across Denmark, and strategic emphasis is on local community presence, data-driven everyday pricing through the Lav Pris program, and deepening member engagement via the Coop app and partner benefits rather than geographic or format expansion.

Name

Brugsen

Legal name

Coop Danmark A/S

Website

https://brugsen.coop.dk

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Brugsen is a Danish neighborhood grocery retail chain operating 500+ stores across Denmark under Coop Danmark A/S, selling national and private label brands (Änglamark, Irma, Xtra, Cirkel Kaffe) with a data-driven Lav Pris program and the Coop membership ecosystem.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Traditional Grocery Stores (Small-Format/Corner Grocers) (CRAHAAAC)

Keywords

• Grocery retail
• Neighborhood supermarket
• Consumer cooperative
• Private label brands
• Loyalty membership program

Headquarters

HQ city

Albertslund

HQ country

Denmark

HQ region

Europe

Offices1 record

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 grocery sales: Revenue from selling grocery products through physical retail stores across Denmark. Products include private labels (Änglamark, Xtra, Cirkel Kaffe), national brands, and fresh produce.
2. Coop membership fees: One-time membership fee of 200 kr for Coop membership program that provides member bonuses, personalized offers, and access to partner benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Brugsen is a Danish neighborhood grocery retail chain operating over 500 stores across Denmark under the Coop Danmark A/S cooperative. It sells fresh produce, household essentials, national brands, and Coop's private label brands (Änglamark, Irma, Cirkel Kaffe, Xtra, Schulstad, Kærgården), supported by the Coop membership program and the Lav Pris low-price assortment of approximately 300 items selected based on store purchasing data.

Product overview

Brugsen (formerly Dagli'Brugsen) is a local Danish grocery store chain operated by Coop Denmark. The offering consists of physical retail stores combined with a membership program (Coop Medlemskab) that provides member bonuses and personalized offers. The stores carry a mix of national brands and Coop's private label brands including Änglamark (organic), Irma (quality), Cirkel Kaffe (coffee), Xtra (value), and Mustang Cykler (bicycles). Brugsen operates a 'Lav Pris' (Low Price) program with approximately 300 selected items priced competitively, with item selection informed by store checkout purchasing data. Additional services include a mobile app for purchase tracking and bonus redemption, recipe inspiration through Coop Opskrifter, wine reviews by in-store enthusiasts, and a business purchase card scheme.

Differentiator

Problem solved

Functional benefit

Brands

• Lav Pris: Low-price product program featuring approximately 300 selected everyday items including organic, conventional, and branded products such as Änglamark, Schulstad, and Kærgården.
• Coop Medlem
• Änglamark
• Irma

Products and services

• Brugsen Store Network Local neighborhood grocery retail chain offering fresh produce, daily essentials, and household items through over 500 store locations across Denmark. Targets general Danish consumers and households seeking convenient everyday shopping.
• Coop Medlemskab (Coop Membership) Coop membership program providing a 5% bonus on fresh fruits and vegetables, personalized offers, and access to partner benefits across categories such as fuel, travel, banking, internet, and photo services. Costs a one-time fee of 200 DKK. Targets Coop customers in Denmark.
• Änglamark Organic and sustainable private label brand offering a range of grocery products including produce, dairy, and pantry items, available in Brugsen stores. Targets consumers seeking organic and responsibly sourced groceries.
• Irma Quality-focused private label brand carried in Brugsen stores, including specialty items such as Irma Dulcita tomatoes sourced from Holland. Targets consumers seeking premium and gourmet grocery offerings.
• Cirkel Kaffe Coop's own roasted coffee brand offering coffee products available in Brugsen stores. Targets general consumers seeking everyday coffee products.
• Xtra Value-oriented private label brand offering everyday grocery items at competitive prices through Brugsen stores. Targets price-sensitive grocery shoppers.
• Mustang Cykler Coop's own bicycle brand available through Brugsen stores. Targets Danish consumers seeking bicycles.
• Lav Pris Program Low-price program featuring approximately 300 selected items marked with the 'Lav Pris' label, including organic, conventional, and branded products such as Änglamark, Schulstad, and Kærgården. Items are selected based on actual purchasing data from store checkouts. Targets everyday grocery shoppers seeking value.
• Coop App Mobile application enabling members to register purchases, access personal offers, track bonus points, and pay via contactless payment. Targets Coop members in Denmark.
• Coop Opskrifter (Coop Recipes) Recipe platform and inspiration service featuring recipes organized by meal type, occasions, and holidays. Targets Danish consumers seeking cooking inspiration.
• Vinanmeldelser (Wine Reviews) In-store wine enthusiasts and sommeliers review and rate wines available in Brugsen stores. Targets customers seeking guidance on wine selection.
• Købekort (Purchase Card) Business purchase card scheme for private companies, public institutions, and businesses offering access to the full product assortment in all Coop stores with approximately 28 days credit. Targets Danish businesses and institutions.

Quantifiable outcome

• 5% member bonus on all fresh fruits and vegetables

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Coop Danmark A/ScoreStrategic or Co-development PartnerParent company owning Brugsen chain along with Kvickly, SuperBrugsen, Irma A/S, and 365discount A/S. Provides centralized services including member program, app infrastructure, and shared supply chain.
• Coop appcoreTechnology or IntegrationDigital platform for member identification, bonus tracking, personalized offers, and contactless payment integration.
• OK (partner)minorGTM or Marketing PartnerFuel partner offering bonus on OK Frivask, OK El and related products for Coop members.
• Fårup SommerlandminorGTM or Marketing PartnerTheme park partner offering up to 15% bonus on 2-day tickets for Coop members.
• CEWEminorGTM or Marketing PartnerPhoto product partner offering 15% bonus on fotoprodukter for Coop members.
• Eesy internetminorGTM or Marketing PartnerInternet service partner with double bonus and discounted rates for Coop members (first 3 months at 59 kr/month, then 279 kr/month).
• Coop BankminorGTM or Marketing PartnerBanking partner offering increased bonus on realkreditlån or andelsboliglån for Coop members.
• Sol og StrandminorGTM or Marketing PartnerHoliday rental partner offering 5% bonus on summer house rentals for Coop members.
• TUI rejserminorGTM or Marketing PartnerTravel partner offering 5% bonus on trips booked with minimum 120 days advance for Coop members.
• Private label brands (Änglamark, Xtra, Cirkel Kaffe, Schulstad, Kærgården)coreStrategic or Co-development PartnerOwn private label brands including Änglamark (organic), Xtra (value), Cirkel Kaffe (coffee), Schulstad (bakery), and Kærgården (dairy), providing exclusive product offerings and margin advantages.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks4 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/DagliBrugsen
• LinkedInlinkedin.com/company/brugsen

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 Brugsen