Irma

Irma was a Danish supermarket brand with roots in a small milk and egg shop opened in Copenhagen in 1886. Founded by Karen Marie Schepler in the Nørrebro district, the business initially traded as Ravnsborggade Mælkeforsyning. Her son Carl Schepler took over in 1898, expanded the assortment beyond fresh milk and eggs, and developed a larger retail network under the name Carl Scheplers Udsalg. By the time of his death in 1942, the business had grown to approximately 110 stores. The company was sold in 1943 after Schepler’s heirs chose not to continue operating it. The new owners adopted the name Irma and introduced the Irma girl as the chain’s visual emblem. During the post-war period, Børge Olsen played a decisive role in modernising the business. After joining as assistant director in 1946, he became managing director in 1951 and guided the introduction of self-service retailing, price labelling and date labelling. The first Irma self-service store opened in Nykøbing Falster in 1950. Olsen’s long tenure made him closely associated with the brand and earned him the popular nickname “Irma-Olsen.” Irma became part of the FDB cooperative system, now associated with Coop amba, when FDB acquired the chain in 1982 for DKK 300 million. The following decade was difficult. Attempts to expand into western Denmark, including stores in Odense, did not succeed, and a number of related businesses were sold or closed. These disposals included Irma Kantineservice, a soft-drink factory, Dansk Ægcentral, the Kongstedlund dairy and a wine-bottling operation. In 1993, FDB announced a plan to close the chain, convert some stores to other cooperative formats and sell the remainder. That plan was abandoned after public attention and improved trading conditions helped restore the business. Irma subsequently rebuilt its position as a differentiated, higher-end food retailer. Its strongest presence remained in Copenhagen and other parts of eastern Denmark, where it operated conventional supermarkets, Irma City convenience stores and Irma Online. The brand was associated with carefully selected groceries, a substantial private-label range and an unusually high proportion of organic products. In 2017, selected Irma products, including coffee and chocolate, were offered in China through the NetEase-owned Koala platform. By the early 2020s, Irma operated roughly 65 supermarkets, concentrated primarily in Copenhagen, together with four Irma City stores in central Copenhagen. A flagship store opened at Axelborg in 2015. On 31 January 2023, Coop Danmark announced that all Irma supermarkets would either be rebranded or closed during the year. As a result, Irma ceased to operate as a nationwide supermarket chain, bringing to an end one of Denmark’s most recognisable specialist grocery brands.

Irma originated in 1886 when Karen Marie Schepler opened Ravnsborggade Mælkeforsyning at Ravnsborggade 13 in Copenhagen’s Nørrebro district. The shop focused on milk and eggs. In 1898, Schepler’s son Carl Schepler assumed control and broadened the business into packaged grocery categories such as tea and sugar. He opened additional locations and used the name Carl Scheplers Udsalg. The network reached approximately 110 stores by the time of his death in 1942. Because none of Schepler’s heirs wished to continue the company, it was sold in 1943 to a consortium of four egg wholesalers. The new owners renamed the stores Irma and adopted the Irma girl as the chain’s logo. Børge Olsen joined the company in 1946 and became managing director in 1951. His management period transformed Irma from a traditional food retailer into a modern supermarket operator. The business introduced self-service, price labelling and date labelling; its first self-service store opened in Nykøbing Falster in 1950. Olsen remained in charge until 1979 and became strongly identified with the brand. FDB acquired Irma in 1982 for DKK 300 million. The chain experienced severe difficulties during the 1980s, including unsuccessful expansion beyond its eastern Danish heartland. Three stores opened in Odense were later closed. Several associated operations were divested: Irma Kantineservice was sold to ISS in 1987, while a soft-drink factory and Dansk Ægcentral were sold in 1988. The Kongstedlund dairy was sold to MD Foods, and Irma’s wine-bottling plant was sold to Danica in 1990. In 1993, FDB announced plans to eliminate the Irma chain. Thirty stores were earmarked for conversion to SuperBrugsen, 23 for conversion to Fakta and 66 for sale. Strong public interest and better economic conditions contributed to improved sales, and the closure plan was cancelled. Jørgen Pedersen became chief executive in 1994 and was followed by Alfred Josefsen in 1999. The headquarters later moved from Rødovre to Coop Danmark’s headquarters in Albertslund. Jesper Uggerhøj became chief executive on 1 October 2012. In its later form, Irma operated around 65 supermarkets, most of them in Copenhagen, along with four Irma City convenience stores in central Copenhagen and an online shopping service. A flagship store opened at Axelborg on 22 August 2015. The chain differentiated itself through premium groceries, private-label products and a particularly broad organic assortment. In one cited store, organic products represented 38 percent of sales, described as the highest such share among supermarkets worldwide. In September 2017, selected Irma products were made available in China through NetEase-owned Koala. On 31 January 2023, Coop Danmark announced that every Irma supermarket would be rebranded or closed during that year. The decision ended Irma’s retail presence as an operating supermarket chain, although its historical identity remains associated with Danish grocery retail and Copenhagen.

• 2023

  Brand-wide closure and rebranding announced

  [1]Irma (supermarket)en.wikipedia.org

  Coop Danmark announces that all Irma supermarkets will be rebranded or closed during the year.

• 2015

  Axelborg flagship opens

  [1]Irma (supermarket)en.wikipedia.org

  Irma opens a flagship store at Axelborg on 22 August.

• 1993

  Planned closure is cancelled

  [1]Irma (supermarket)en.wikipedia.org

  FDB reverses its plan to close the chain after public attention and improved trading conditions support a recovery.

• 1982

  FDB acquires Irma

  [1]Irma (supermarket)en.wikipedia.org

  FDB acquires the chain for DKK 300 million.

• 1950

  First self-service store opens

  [1]Irma (supermarket)en.wikipedia.org

  Irma opens its first self-service location in Nykøbing Falster.

• 1943

  The Irma name and logo are introduced

  [1]Irma (supermarket)en.wikipedia.org

  New owners rename the stores Irma and adopt the Irma girl as the chain’s emblem.

• 1942

  Network reaches approximately 110 stores

  [1]Irma (supermarket)en.wikipedia.org

  The business has grown to about 110 locations by the time of Carl Schepler’s death.

• 1898

  Carl Schepler takes over

  [1]Irma (supermarket)en.wikipedia.org

  Carl Schepler assumes control and expands the assortment and store network.

• 1886

  Founding shop opens in Copenhagen

  [1]Irma (supermarket)en.wikipedia.org

  Karen Marie Schepler establishes Ravnsborggade Mælkeforsyning in Nørrebro, the business that later develops into Irma.

Premium, quality-focused Danish grocery retail with a strong organic-food profile, distinctive private-label products and a particularly strong cultural association with Copenhagen.

• Private-label food

  Irma private-label groceries

  Irma developed a broad private-label range spanning everyday pantry goods, beverages, snacks and other supermarket categories. These products supported the chain’s premium positioning and gave it a distinctive assortment separate from standard cooperative-store formats.

• Organic food

  Irma organic assortment

  Organic products were central to Irma’s identity and represented a larger share of sales than at other Danish supermarket chains. The assortment covered fresh food and packaged groceries, making organic retailing a major part of the brand’s differentiation.

• Grocery products · 2017

  Irma coffee and chocolate

  Coffee and chocolate were among the Irma products selected for overseas e-commerce distribution through Koala in China in 2017. They represented internationally marketable examples of the chain’s branded grocery range.

• Convenience retail · 2001

  Irma City

  Irma City was Irma’s smaller convenience-store format, introduced in 2001 for central urban locations. At its later peak, four stores operated in Copenhagen districts including Vesterbro, Østerbro and Nørrebro.

• Online grocery retail

  Irma Online

  Irma Online extended the supermarket proposition through internet shopping, complementing the chain’s physical stores and offering access to its grocery assortment through a digital channel.

• 2023

  End of the Irma store networkStrategy

  Background

  Coop Danmark reviewed its store portfolio and determined that the Irma format would no longer continue across its existing supermarket estate.

  Action taken

  Coop Danmark announced that all Irma supermarkets would be rebranded or closed during 2023.

  Aftermath

  Irma ceased operating as a supermarket chain, and its stores were removed from the market under the Irma name.

  Source

• 1993

  Closure plan abandonedStrategy

  Background

  FDB had announced that the Irma chain would be closed or converted after prolonged difficulties in the 1980s and early 1990s.

  Action taken

  FDB cancelled the planned closure after public interest and improved economic conditions helped improve sales.

  Aftermath

  Irma continued operating and pursued a renewed premium and quality-focused market position.

  Source

• 1982

  FDB acquisition of IrmaM&A

  Background

  Irma was transferred into the Danish cooperative retail system during a period when the chain was seeking a stronger ownership base.

  Action taken

  FDB acquired Irma for DKK 300 million.

  Aftermath

  The acquisition was followed by restructuring, unsuccessful geographic expansion and the disposal of several associated businesses.

  Acquisition price. DKK 300 million (1982)

  Source

1. 1Irma (supermarket)en.wikipedia.org