føtex, Dansk Supermarked Group

What føtex, Dansk Supermarked Group does

føtex is a Danish supermarket chain operating as a core banner within Salling Group, Denmark's largest grocery retail conglomerate. The company traces its roots to 1906 and is 100% owned by Salling Fondene (private foundations) that have distributed more than 2.3 billion DKK to charitable causes. føtex runs a hybrid retail model combining physical supermarket stores across Denmark with a full e-commerce platform (foetex.dk) and a mobile app (føtex Plus). The assortment spans more than 35,000 products across groceries, electronics, toys, home goods, sporting equipment, books, kitchen appliances, and bicycles, sourced from brands including Apple, Samsung, LEGO, Playmobil, DeLonghi, and Hasbro. The offering also includes the føtex Omtanke corporate responsibility program covering food waste reduction, health initiatives (Keyhole/Nøglehul labelling), and community support.

The retailer primarily serves the broad Danish consumer market using a horizontal segmentation approach — everyday grocery shoppers, families, and health-conscious consumers — with no subscription or recurring revenue model. Revenue is generated entirely through one-time purchases of groceries and general merchandise in-store and online. Distribution channels include physical retail locations, the foetex.dk e-commerce platform with home delivery and store pickup, and the Salling Group digital gift card platform valid across 700+ stores. Marketing is driven by the weekly føtex avis promotional catalogue, content marketing on foetex.dk, the føtex Plus app, email newsletters, and high-profile sponsorships such as DBU Fodboldskole 2026.

føtex is part of Salling Group, which employs approximately 67,000 people across its retail portfolio (føtex, Bilka, Netto, Salling department stores, and BR in Denmark) and also owns Netto stores in Germany and Poland and Rimi stores in Estonia, Latvia, and Lithuania. Strategic partnerships include DBU (Danish Football Association) for Fodboldskole 2026, Clever for 300 EV fast chargers, and a broad food waste stack (Too Good To Go, FødevareBanken, Wefood, Stop Spild Lokalt, Refood, FoodRemade). Core technology and platform architecture are not disclosed in the source material.

Name

føtex, Dansk Supermarked Group

Legal name

føtex

Website

https://foetex.dk

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

føtex is a Danish supermarket chain operated by Salling Group, combining physical stores and the foetex.dk e-commerce platform to offer 35,000+ products across groceries, electronics, and general merchandise for the broad Danish consumer market.

Ownership category

akta.pro rank

Product category

Grocery Retail

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Bulk Food & Refill Stores (Package-Free/Zero-Waste) (CRAHAMAA)

Keywords

• Grocery retail
• Supermarket chain
• Consumer goods
• Online grocery
• Household goods

Headquarters

HQ city

Brabrand

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Grocery and General Merchandise Retail: føtex generates revenue through the sale of groceries, food, and general merchandise both in physical stores and via its online platform foetex.dk. The retailer offers more than 35,000 products spanning groceries, electronics, toys, home goods, clothing, sporting equipment, and more. Revenue is derived from high-volume, everyday consumer purchases across multiple categories.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

føtex is a Danish supermarket chain that operates physical grocery stores across Denmark and an online platform (foetex.dk) offering more than 35,000 products spanning groceries, fresh food, electronics, toys, home goods, and sporting equipment. It is a banner of Salling Group (formerly Dansk Supermarked Group), Denmark's largest grocery retail conglomerate with approximately 67,000 employees, and is 100% Danish-owned by the Salling Foundations (Salling Fondene).

Product overview

føtex is a Danish retail chain and e-commerce platform operated by Salling Group. The offering is a multi-format retail ecosystem combining physical store locations with an online shopping platform (foetex.dk) that sells more than 35,000 products. The core product consists of the føtex online shop integrated with physical retail stores. Key product categories include Electronics (iPads, tablets, gaming, phones, computers, TVs from Apple, Samsung, Sony), Toys (LEGO, BRIO, Playmobil, Paw Patrol), Books across all genres, Kitchen Appliances (air fryers, coffee machines, blenders), Bicycles and Cycling Equipment, Children's Vehicles and Outdoor Play Equipment (trampolines, sandboxes, playhouses, pools), and Home & Living products. The company also operates the føtex Plus mobile app for iOS and Android, and the føtex Omtanke sustainability program covering food waste reduction, health initiatives, and community support.

Differentiator

Problem solved

Functional benefit

Products and services

• In-store grocery shopping Walk-in shopping at føtex physical supermarkets across Denmark, offering more than 35,000 SKUs of groceries, fresh food, electronics, toys, home goods, and sporting equipment for individual consumers and households.
• Online grocery and merchandise shopping (foetex.dk) Online store at foetex.dk offering the føtex assortment of groceries, electronics, toys, home goods, and sporting equipment to Danish consumers for home delivery or click-and-collect.
• Mobile shopping application Mobile application enabling føtex customers to browse products, build baskets, place orders, and access online offers and promotions.
• Click-and-collect and home delivery Fulfillment services allowing customers to collect online orders at a føtex store or have them delivered to their home.
• Non-food assortment (electronics, toys, home goods, sporting equipment) Curated non-food product ranges within the føtex assortment covering electronics, toys, home goods, and sporting equipment, available both in stores and online.

Quantifiable outcome

• 50% food waste reduction target — on track to reach goal by 2026, ahead of original 2030 deadline
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

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.

• DBU (Danish Football Association)coreStrategic or Co-development Partner · 1 January 2024føtex is the official main partner for DBU Fodboldskole 2026. As part of this partnership, føtex distributes food boxes to all DBU Fodboldskole participants. The partnership also encompasses support for DBU's Youth National Teams, Pigeraketten (Girls' Rocket programme), the Women's National Team, and the Men's National Team. The collaboration aims to promote healthy habits, community, and equal opportunities for all — both on the pitch and in daily life.
• Too Good To GocoreStrategic or Co-development Partner · 1 January 2024føtex has partnered with Too Good To Go to reduce food waste. The partnership allows customers to purchase surplus food items nearing their best-before date at discounted prices through the Too Good To Go app, helping to divert food from waste.
• FødevareBankencoreStrategic or Co-development Partnerføtex partners with FødevareBanken (Food Bank) to donate surplus food to those in need, helping to reduce food waste while supporting community welfare.
• Stop Spild LokaltminorStrategic or Co-development Partnerføtex collaborates with Stop Spild Lokalt (Stop Waste Locally) to combat food waste at the local level, diverting edible surplus food from waste.
• Wefood (Folkekirkens Nødhjælp)coreStrategic or Co-development Partnerføtex donates surplus food to Wefood, a discount supermarket chain operated by Folkekirkens Nødhjælp (Danish Church Aid) that sells food near or past best-before dates at reduced prices. This partnership has helped rescue 60 tonnes of food from becoming waste, feeding people in need instead of bins.
• RefoodminorStrategic or Co-development Partnerføtex partners with Refood to collect and process food waste into animal feed or biogas, ensuring that any unavoidable food waste is repurposed rather than discarded.
• Arla FondenminorStrategic or Co-development Partnerføtex collaborates with Arla Fonden as part of broader food waste reduction and sustainability initiatives, supporting community and food waste-related projects.
• FoodRemademinorStrategic or Co-development Partnerføtex partners with FoodRemade to find innovative solutions for surplus food, helping to redirect food that would otherwise go to waste into alternative uses.
• ClevercoreStrategic or Co-development Partnerføtex partnered with Clever to install 300 EV fast chargers across føtex parking lots throughout Denmark. This allows electric vehicle owners to charge their cars while shopping at føtex, supporting the transition to sustainable transportation.
• FLOWR.dkminorGTM or Marketing Partnerføtex has partnered with FLOWR.dk for flower delivery, offering customers a selection of fresh flower bouquets that can be delivered to their door as a gift option available through the føtex gift ideas section.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Coop Denmark (Coop Danmark): Coop Denmark is the country's other large grocery retail group, operating banners such as SuperBrugsen, Kvickly, Meny, Irma and Coop. It competes head-to-head with føtex for Danish household grocery spend and matches føtex on breadth of assortment and omnichannel investment.
• Lidl Denmark: Lidl is one of the leading hard-discount grocery chains in Denmark. It competes directly with føtex on price-sensitive grocery baskets and increasingly on fresh and private-label, exerting structural margin pressure on føtex's mid-market positioning.
• SuperBrugsen (Coop Denmark): SuperBrugsen is Coop's broad-assortment supermarket banner and the closest direct analog to føtex in terms of product breadth and store format, competing for similar household customers across Denmark.
• Aldi Denmark: Aldi is a major hard-discount grocer in Denmark with a national store footprint. It directly competes with føtex on everyday grocery pricing and is a key structural pressure point for føtex's general-assortment economics.
• Netto Denmark (Salling Group): Netto is føtex's sister discount chain within Salling Group. Although both sit under the same parent, Netto is a direct competitive banner in Denmark, sharing parent-level sourcing, logistics and digital infrastructure with føtex.
• Rema 1000 Denmark: Rema 1000 is a Danish discount grocery chain with broad national coverage. It competes directly with føtex on convenience, fresh and pricing, particularly in suburban and secondary Danish locations.
• Meny (Coop Denmark): Meny is Coop's premium-leaning supermarket banner in Denmark. It directly competes with føtex on fresh, private-label and full-basket grocery in higher-density Danish catchments.
• Bilka (Salling Group): Bilka is Salling Group's hypermarket banner, overlapping føtex on groceries, electronics, toys and home goods at larger format. It is a direct peer for basket share and the most immediate internal cannibalization risk for føtex.
• Kvickly (Coop Denmark): Kvickly is Coop's hypermarket banner in Denmark. It directly overlaps føtex on multi-category assortment including groceries, electronics and household goods, especially in smaller cities where føtex hypermarket presence is thinner.

Emerging players

• Irma (Coop Denmark): Irma is Coop's premium specialty grocery banner in Denmark. It competes with føtex's premium fresh, private-label and prepared-food ranges and represents Coop's premium-tier competitive response to føtex's broader assortment strategy.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/f-tex-salling-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 føtex, Dansk Supermarked Group