Rimi Latvia

What Rimi Latvia does

Rimi Latvia (legal entity: SIA RIMI LATVIA) is a Latvian grocery retailer operating supermarkets and hypermarkets under the Rimi brand, with headquarters in Riga at A. Deglava iela 161. The company is a privately held subsidiary of the Danish retail conglomerate Salling Group and operates as part of the Rimi Baltic group spanning Latvia, Lithuania, and Estonia. Rimi is one of three top grocery chains in Latvia alongside Maxima Latvija and Lidl, and it is exposed to the full Latvian consumer base through both B2C and B2B channels.

The company's product surface spans physical retail, e-commerce, and adjacent services. Core retail formats include full-service supermarkets and hypermarkets, with four owned shopping centers (Aleja in Riga, Vivo in Jelgava, Ostmala in Liepāja, Tobago in Ventspils) housing 27–30 tenants each (pharmacy, telecom, fashion, electronics, financial services). Omnichannel capabilities include the Rimi e-veikals (e-shop) with home delivery and a 90-minute express option, Rimi Drive click-and-collect (including a new site in Jelgava), and pickup points. The Mans Rimi loyalty program is integrated across a mobile app deployed on iOS, Android, and Huawei AppGallery, with QR-code activation, digital receipts, gamified rewards, and a 1000+ recipe database.

Revenue is generated from retail merchandise sales (including multi-tier private labels: Rimi Smart, Rimi, Selection by Rimi, Rimi Planet), B2B wholesale delivery, Rimi Retail Media (advertising on owned digital and in-store surfaces), shopping-center property rental, gift cards, and space rentals. The customer base is primarily individual Latvian consumers, served through physical and digital channels, with a secondary B2B segment for restaurants and commercial buyers. The company also operates specialty community clubs (Rimi Bērniem, Rimi Mājdzīvniekiem, Vīna Dārzs, Gardēži) curated by named experts, which support content engagement and basket-building.

Name

Rimi Latvia

Legal name

SIA RIMI LATVIA

Website

https://rimi.lv

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Rimi Latvia is a privately held grocery retailer and subsidiary of Danish Salling Group, operating supermarkets, hypermarkets, an e-commerce platform, and Rimi Drive click-and-collect across Latvia. It serves individual Latvian consumers as one of three top grocery chains alongside Maxima and Lidl, with a secondary B2B wholesale channel.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Grocery and Convenience Retailers (4451)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

General Online Grocery (Full-Basket) (CRAHAIAA)

Keywords

• Grocery retail
• Supermarket operations
• Online grocery delivery
• Loyalty programs
• Private label brands

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Revenue from selling grocery and consumer products through physical supermarket locations and e-commerce platform. Includes private label brands (Rimi, Rimi Smart, Selection by Rimi, Rimi Planet) and national brands.
2. B2B Wholesale/Delivery: Business customers can order products for delivery through the e-veikals platform, targeting enterprise and commercial buyers.
3. Retail Media: Rimi Retail Media allows brands to advertise on Rimi's digital platforms, website, and in-store displays.
4. Property Rental: Rimi operates shopping centers (T/C Aleja, T/C Vivo, T/C Ostmala, T/C Tobago) and rents space to third-party tenants.
5. Gift Cards and Services: Sale of gift cards (Dāvanu kartes) and space rental services for events and promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Rimi Latvia operates a multi-format grocery retail business across Latvia through physical supermarkets and hypermarkets, an online e-commerce platform (E-veikals), Rimi Drive click-and-collect service, and home delivery. The company sells private label brands (Rimi Smart, Selection by Rimi, Rimi Planet) and national brands of food and everyday consumer goods, supported by the Mans Rimi digital loyalty program and the Rimi mobile app. It also operates four shopping centers and offers B2B wholesale delivery to commercial customers.

Product overview

Rimi Latvia operates as a multi-format retail chain offering both physical and digital shopping experiences. Its product portfolio centers on a unified loyalty ecosystem — Mans Rimi — accessible through physical stores, the Rimi mobile app (iOS, Android, Huawei), and the Rimi e-veikals (e-shop) with home delivery and Rimi Drive click-and-collect services. Supporting this core offering are retail media services, shopping centers, loyalty clubs (Rimi Bērniem for children, Rimi Mājdzīvniekiem for pet owners, Vīna Dārzs for wine enthusiasts, Gardēži for food enthusiasts), gift cards, and a whistleblowing compliance system. The company also operates four shopping centers in Latvia: Aleja, Vivo, Ostmala, and Tobago.

Differentiator

Problem solved

Functional benefit

Brands

• Selection by Rimi: Premium private label brand offering high-quality grocery products
• Rimi Smart
• Rimi Planet
• Rimi Bērniem
• Rimi Mājdzīvniekiem
• Vīna Dārzs
• Rimi Gardēži

Products and services

• Mans Rimi Loyalty Program Free-to-join digital loyalty program for individual consumers that rewards grocery purchases with points, personalized promotional offers, digital coupons and gamified challenges such as free delivery after 6 e-shop orders, a 3 EUR discount after 4 orders, and every sixth coffee or tea at 0.01 EUR. Members access offers through the Rimi mobile app or digital card.
• Rimi E-Veikals Online Grocery Store Online grocery shopping platform at rimi.lv offering home delivery and click-and-collect services. Supports same-day and next-day delivery, 90-minute express delivery, and a dedicated B2B ordering flow for business customers. Accepts Google Pay, Apple Pay, Mastercard and Visa.
• Rimi Drive Click-and-Collect Drive-through pickup service allowing customers to place online grocery orders and collect them without leaving their car at designated Rimi Drive locations, including the new Rimi Drive at T/C Vivo in Jelgava.
• Rimi Retail Media Advertising service that lets consumer brands place targeted campaigns on Rimi's website, mobile app and in-store digital screens to reach Rimi's grocery shopper audience across Latvia.
• Rimi Gift Cards Prepaid gift cards (Dāvanu kartes) that customers purchase and redeem for grocery and household purchases across Rimi's physical stores and online channels in Latvia.
• Selection by Rimi Premium Private Label Premium private label grocery brand offering higher-quality food products positioned above Rimi's standard private label range for customers seeking elevated everyday quality.
• Rimi Smart Value Private Label Value-oriented private label grocery brand offering affordable everyday food and household products targeted at price-sensitive Latvian shoppers.
• Rimi Planet Sustainability Private Label Sustainability-focused private label grocery brand positioned for environmentally conscious Latvian shoppers.
• Rimi Shopping Centers Four Rimi-operated shopping centers in Latvia (Aleja in Riga, Vivo in Jelgava, Ostmala in Liepāja, Tobago in Ventspils) each combining a Rimi supermarket with 27-30 third-party retail tenants including pharmacy, telecom, fashion and food service. Rimi earns rental income from tenant leases.

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Salling GroupcoreStrategic or Co-development PartnerSalling Group is the parent company/partner of Rimi. Rimi Latvia operates under the Rimi Baltic group which is part of Salling Group. The companies share corporate governance and whistleblowing systems.
• Tenant retailers in shopping centersminorChannel Partner/ Reseller/ DistributorRimi shopping centers house multiple tenant retailers including pharmacy (Apotheka, Euroaptieka), telecom (Bite, LMT, Tele2), cosmetics (Douglas, Drogas, Stenders), fashion (Lindex, Deichmann, Lee Cooper), pet stores (Zoo centrs), electronics (RD Electronics, Baltic Data), and financial services (Swedbank, SEB ATMs). These tenants pay rent for retail space in T/C locations.

Scale indicators2 records

Recent moves2 records

Expansion highlights6 records

Regional players

• Selver: Estonian supermarket and convenience chain operated by Tallinna Kaubamaja Grupp. Comparable Baltic grocery retailer under the same Rimi Baltic / Salling competitive set, sharing private-label and loyalty dynamics.
• Coop Eesti: Estonian consumer cooperative operating grocery stores across Estonia. Comparable Baltic grocery format competitor to Rimi with shared regional supply chains and consumer profile.
• Prisma (SOK): Finnish hypermarket and supermarket chain owned by SOK cooperatives. Comparable Nordic/Baltic full-line grocery retailer with strong private-label and loyalty program focus.
• ICA Gruppen: Swedish grocery retailer operating ICA Maxi hypermarkets, ICA Supermarket, and ICA Nära convenience. Comparable Nordic grocery model with multi-format and loyalty-driven strategy.

Broad incumbents

• Tesco: UK-based global grocery incumbent with hypermarket, supermarket, and online grocery operations including Tesco Clubcard loyalty. Comparable in omnichannel and loyalty-led grocery model.
• Kesko: Large Finnish retail conglomerate operating K-market, K-supermarket, and K-citymarket formats in Finland and the Baltics. Comparable in scale and multi-format grocery strategy to Salling Group/Rimi.
• Aldi: German-led global hard-discount grocery incumbent. Comparable to the Lidl/competitive-discount threat Rimi faces in Latvia, with heavy private-label focus and aggressive pricing.
• Carrefour: French global grocery and hypermarket incumbent with multi-format stores, private labels, and loyalty programs across Europe. Comparable in hypermarket-led, multi-format grocery strategy.

Direct peers

• Lidl: German hard-discount grocery chain with an active expansion program in Latvia. Competes head-to-head with Rimi on price-sensitive basket and private-label share in the same Latvian market.
• Maxima Group: Largest grocery retailer in the Baltic states (Latvia, Lithuania, Estonia) operating under Maxima, IKI, and Stokrotka banners. Directly competes with Rimi Latvia across hypermarket, supermarket, and discount formats in the same Latvian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/rimi-latvia

Compliance1 record

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 Rimi Latvia