Rimi

What Rimi does

Rimi is a Baltic grocery retail chain operating physical supermarkets, e-commerce platforms, and a loyalty program across Estonia, Latvia, and Lithuania. The company is structured under the Rimi Baltic regional holding with country-level operating entities — Rimi Eesti Food AS in Estonia, SIA Rimi Latvia, and UAB Rimi Lietuva — plus separate real estate vehicles and a regional holding company in Latvia.

The core product surface combines a multi-format store footprint (Rimi, Rimi Express, Rimi Drive) with the Rimi e-pood e-commerce platform supporting home delivery, same-day delivery, 55-minute express, 60-minute Wolt Express, store pickup, and drive-through collection. Supporting digital infrastructure includes the Sinu Rimi loyalty program (1% cashback, gamified stickers and challenges, birthday/name-day discounts, group accounts), the Rimi mobile app on iOS, Android, and Huawei App Gallery with self-scanning checkout, the Rimi PRO B2B program (9% discount, invoice billing, recurring orders), a subscription delivery package, corporate gift cards, and the Rimi Retail Media advertising platform combining in-store radio, in-store digital screens, e-commerce banners, and Google retargeting.

Revenue is generated primarily through grocery and consumer goods sales across physical and digital channels, supplemented by retail media advertising sold to CPG and brand partners (Illy, Santa Maria, Spilva, Selga, Citadele, INDEXO, Kekava) and B2B sales to corporate clients. Pricing is dynamic, with loyalty-driven cashback (1% via Sinu Rimi) and a standardized 9% business-client discount under Rimi PRO. The company also operates adjacent initiatives including private-label products (Omamärgitooted) and recognized industry certifications (People's Favorite Online Store, Safe Shopping Place) from the Estonian e-Commerce Union.

Name

Rimi

Legal name

Rimi Eesti Food AS (Estonia), SIA Rimi Latvia (Latvia), UAB Rimi Lietuva (Lithuania)

Website

https://rimi.ee

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Rimi is a Baltic grocery retailer operating physical supermarkets, e-commerce, and the Sinu Rimi loyalty program across Estonia, Latvia, and Lithuania, serving individual consumers, corporate B2B clients, and brand advertisers via its Retail Media platform.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Grocery and Convenience Retailers (4451), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110), Convenience Retailers and Vending Machine Operators (44513)

SIC

Retail-Nonstore Retailers (5960), Retail-Convenience Stores (5412)

akta.pro primary industry

Value-Oriented Traditional Supermarkets (Non-Club) (CRAHAAAF)

akta.pro secondary industry

General Online Grocery (Full-Basket) (CRAHAIAA)

Keywords

• Grocery retail
• Supermarket chain
• E-commerce groceries
• Loyalty program
• Retail media advertising

Headquarters

HQ city

Laagri

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Sales of Groceries and Consumer Goods: Rimi generates revenue primarily through the sale of groceries, fresh produce, beverages, household items, and consumer goods across its physical retail stores and e-commerce platform. The company operates as a supermarket chain with multiple store formats.
2. Retail Media Advertising: Rimi offers a retail media platform allowing brands to advertise through in-store radio, digital screens, e-shop banners, and Google retargeting. This enables CPG brands and other advertisers to reach consumers at the point of purchase across Estonia, Latvia, and Lithuania.
3. B2B E-commerce Sales: Sales to business clients through the Rimi PRO program, offering office supplies, fresh produce, snacks, beverages, and prepared foods for corporate customers. Includes invoice-based payment and recurring order capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Rimi operates a multi-channel grocery retail business selling groceries, fresh produce, beverages, household items, and consumer goods through a network of physical supermarket stores and an e-commerce platform across Estonia, Latvia, and Lithuania. The company complements core retail with the Sinu Rimi loyalty program (personalized offers and 1% cashback), the Rimi PRO B2B program for corporate clients, and the Rimi Retail Media advertising platform for brand partners.

Product overview

Rimi is a Baltic grocery retail chain operating across Estonia, Latvia, and Lithuania. The company offers a unified retail ecosystem combining physical stores with digital services. The core product portfolio centers on three pillars: (1) Sinu Rimi loyalty program providing personalized offers, cashback rewards, and gamification; (2) Rimi e-pood multi-channel e-commerce platform with home delivery, store pickup, and drive-through services including B2B-focused Rimi PRO program; and (3) Rimi Retail Media advertising platform for brands. Supporting products include the Rimi äpp mobile application, gift cards in multiple denominations, delivery subscription packages, and self-service checkout solutions. Rimi also operates different store formats including Rimi Express and Rimi Drive.

Differentiator

Problem solved

Functional benefit

Brands

• Sinu Rimi: Customer loyalty program offering personalized offers, 'Sinu Rimi raha' cashback rewards, digital stickers, and various benefits for registered members
• Rimi PRO
• Rimi Retail Media

Products and services

• Sinu Rimi Loyalty Program Cross-Baltic customer loyalty program offering personalized weekly promotions based on purchase history, 'Sinu Rimi raha' cashback (1% of purchase value), digital stickers, birthday and name day discounts, gamified challenges, group accounts for families, and dedicated mobile app access. Available to individual consumers across Estonia, Latvia, and Lithuania.
• Rimi e-pood (E-commerce Platform) Online grocery shopping platform available in Estonian and Russian languages offering home delivery, store pickup, Rimi Drive-through pickup, and express delivery options (Rimi Express 55 min, Wolt Express 60 min). Supports Apple Pay and Google Pay, recurring orders, and delivery subscription packages. Serves individual consumers and business clients across Estonian service areas.
• Rimi PRO (B2B Business Client Program) Dedicated B2B program within the Rimi e-commerce platform offering registered business clients a 9% discount on all products (excluding alcohol, gift cards, and promotional sticker items), invoice payment with credit limit, recurring/automated orders, group account management across multiple office locations, and dedicated sales manager support. Targeted at offices, businesses, and organizations purchasing workplace supplies, snacks, and catering items.
• Rimi Retail Media Retail media advertising platform combining in-store radio, digital in-store screens, e-commerce banner ads, and Google search retargeting to enable brand partners (CPG, food and beverage, financial services) to reach Baltic consumers at the point of purchase. Leverages first-party purchase data for targeting and campaign measurement, with documented sales lift outcomes.
• Rimi kinkekaart (Gift Card) Physical and digital gift cards available in denominations of 5, 10, 20, 25, 30, 50, 100, 150, 200, 300, and 500 euros for consumer gifts, employee rewards, or partner gifts. Redeemable across Rimi's physical stores and e-commerce platform.
• Rimi äpp (Mobile Application) Cross-platform mobile application available on iOS App Store, Google Play, and Huawei AppGallery. Provides personalized Sinu Rimi offers, store locator, recipes, loyalty program management, shopping list, gamified challenges, and in-store self-scanning functionality where customers scan items via the app while shopping.
• Kojuveoteenuse pakett (60-Day Delivery Subscription) Subscription delivery package offering free home delivery for orders above a minimum value within a 60-day period. Available for registered Rimi e-commerce users as an add-on delivery benefit.
• Rimi Drive Drive-through pickup service at designated Rimi locations allowing customers to collect pre-ordered online grocery orders without leaving their vehicle.
• Iseteeninduskassa (Self-Checkout) In-store self-service checkout solution enabling customers to scan items with a handheld scanner or via the Rimi mobile app while shopping and pay at the register without unpacking items. Includes self-checkout kiosks deployed across Rimi stores.
• Korduvtellimus (Recurring Orders) Recurring order feature on the Rimi e-commerce platform enabling customers (especially business clients) to set up automatic weekly or periodic deliveries with a fixed basket, delivery method, and time preferences for hands-free replenishment.

Quantifiable outcome

• Over 3 million people reached weekly through retail media advertising across the Baltics

Named customers7 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

Integration4 records

AI capability3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor.

• IllyminorGTM or Marketing PartnerIlly conducted a brand advertising campaign in Rimi stores and e-commerce, utilizing promotional pricing and highlighting the product's unique value proposition of coffee freshness preservation.
• Santa MariaminorGTM or Marketing PartnerSanta Maria launched a new India sauce product through Rimi retail media, targeting new category growth. Also ran a separate campaign to boost Tex Mex product line sales.
• SpilvaminorGTM or Marketing PartnerSpilva increased ketchup and tomato sauce sales through Rimi retail media campaign during the pre-Midsummer holiday period.
• SelgaminorGTM or Marketing PartnerSelga conducted a retail media campaign to increase waffle sales across all Rimi stores.
• CitadeleminorGTM or Marketing PartnerCitadele bank ran a brand awareness promotion campaign in Tallinn and surrounding area through Rimi's retail media network.
• INDEXOminorGTM or Marketing PartnerINDEXO conducted a brand awareness and consideration growth campaign through Rimi retail media.
• KekavaminorGTM or Marketing PartnerKekava increased sales volume during the holiday season through Rimi retail media advertising.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Maxima Group: Largest grocery retailer in the Baltic states with multi-format stores (Maxima X, XX, XXX) and strong e-commerce presence. Directly competes with Rimi on price, assortment, and footprint across Estonia, Latvia, and Lithuania.
• Coop Eesti: Estonian cooperative retail group operating multiple store banners including Selver. Competes with Rimi across grocery, fresh, and consumer goods in Estonia.
• Prisma (SOK): Finnish-discount grocery chain with Baltic operations, offering value-oriented supermarket formats. Competes with Rimi on price-led positioning across Estonia and other Baltic markets.
• Selver: Estonian supermarket chain (part of Coop Eesti) operating full-line grocery stores and e-commerce. Competes head-to-head with Rimi in Estonia with overlapping loyalty programs and similar store formats.

Broad incumbents

• Kesko: Finnish retail conglomerate operating K-Citymarket, K-Market, and K-Supermarket chains. Comparable as a Northern European multi-format grocery operator with strong private-label and B2B capabilities.
• ICA Gruppen: Swedish retail group historically associated with the Rimi brand across the Nordics and Baltics. Comparable as a multi-format grocery operator with retail media and loyalty capabilities.
• Lidl: European discount grocery giant with expanding Baltic operations. Competes on aggressive pricing and private-label assortment; broader incumbent than Rimi but increasingly relevant in the same geography.

Others

• Wolt: Door-to-door delivery platform partner with Rimi (Wolt Express 60-min delivery). Relevant as both a delivery partner and adjacent competitive force in Baltic on-demand retail.

Emerging players

• Bolt Market: Quick-commerce grocery delivery service launched by Estonian mobility-tech company Bolt. Competes with Rimi's e-commerce and express delivery (Rimi Express / Wolt Express) on speed and convenience in the Baltics.
• Barbora (Maxima e-grocery): Maxima Group's dedicated online grocery brand operating across the Baltics. Directly competes with Rimi e-pood on home delivery and assortment in Estonia, Latvia, and Lithuania.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/rimi-eesti-food-as

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 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 Rimi