Rimi

Rimi was a Norwegian discount grocery chain whose business developed from a supermarket operation established in 1977. It was founded by Norwegian businessman Stein Erik Hagen and initially operated under the name RIMI 500, reflecting its discount-oriented proposition. The chain competed primarily through everyday low pricing rather than an upscale assortment or service model, and its Norwegian-language slogan, "Faste lave priser," was commonly rendered in English as "Consistently low prices." The business became part of a wider Nordic and international ownership structure during the 1990s. In 1992, Hagen sold an interest in Rimi to the Swedish retail group ICA AB. In 1998, Hagen and ICA agreed to sell a half interest in the business to Koninklijke Ahold N.V., the Netherlands-based food retail group. Hagen ultimately sold his remaining interest in Rimi in 2004, ending his direct ownership of the chain. From 2004, Rimi was owned and operated in Norway by ICA Norge. Rimi's later history was marked by ownership changes, financial pressure, and efforts to reposition the chain. In 2012, Ahold sold its interest in ICA Norge to ICA AB, leaving the Norwegian Rimi operation under fully Swedish ownership. The Norwegian chain subsequently experienced heavy losses and several attempts were made to rebrand or otherwise improve its performance. ICA AB eventually sold all of its shares in ICA Norge to Coop Norge. The new owner chose not to preserve Rimi as a Norwegian store concept and began converting the stores to Coop's retail formats. As a result, the Norwegian Rimi chain was discontinued after the Coop transaction and the brand ceased to operate as a Norwegian supermarket chain. The Rimi name continued in Baltic grocery retail, but that Baltic business is a separate subject from the Norway-specific entity covered here. This distinction is important because the Rimi name is also associated with a major Baltic retailer, whereas Rimi (Norway) refers to the former Norwegian discount supermarket operation.

Rimi's Norwegian grocery business can be traced to 1977, when Stein Erik Hagen founded the discount chain RIMI 500. The format was designed around a straightforward value proposition: customers would receive ordinary grocery products at consistently low prices. This positioning was reinforced by the chain's Norwegian slogan, "Faste lave priser," and helped establish Rimi as a recognizable discount supermarket operator in Norway. The chain entered a period of broader corporate ownership in 1992, when Hagen sold an interest to ICA AB, the Swedish retail group. Six years later, in 1998, Hagen and ICA agreed to sell a half interest in the business to Koninklijke Ahold N.V., a Netherlands-based food retailer. These transactions connected Rimi to a larger Nordic and European grocery network while reducing the founder's control. Hagen sold his remaining interest in 2004, after which the Norwegian operation was owned and operated by ICA Norge. During the ICA Norge period, Rimi remained a discount-oriented supermarket brand, but its later performance was difficult. The business suffered heavy losses and underwent multiple attempts to rebrand or reposition itself. In 2012, Ahold sold its share of ICA Norge to ICA AB, making ICA AB the full Swedish owner of the Norwegian operation. This ownership consolidation did not resolve the chain's underlying challenges. ICA AB later sold all of its shares in ICA Norge to Coop Norge. Following the acquisition, Coop decided to discontinue the Rimi concept in Norway rather than maintain it as a separate banner. Stores were progressively converted to Coop's own retail concepts, and the Rimi name disappeared from Norwegian supermarket operations. The Rimi brand continued to be used in Baltic grocery retail, but that continuation belongs to the separate Rimi Baltic subject and should not be conflated with the defunct Norwegian chain.

• 2014

  Norwegian Rimi stores begin conversion

  [1]Rimi (Norway)en.wikipedia.org

  Coop Norge acquires ICA Norge and starts converting Rimi stores to Coop retail concepts.

• 2012

  ICA AB becomes sole Swedish owner

  [1]Rimi (Norway)en.wikipedia.org

  Ahold sells its share of ICA Norge to ICA AB.

• 2004

  Founder completes ownership exit

  [1]Rimi (Norway)en.wikipedia.org

  Stein Erik Hagen sells his remaining interest, leaving Rimi under ICA Norge's ownership and operation.

• 1998

  Ahold joins the ownership structure

  [1]Rimi (Norway)en.wikipedia.org

  Hagen and ICA agree to sell a half interest in the business to Koninklijke Ahold N.V.

• 1992

  ICA AB acquires an interest

  [1]Rimi (Norway)en.wikipedia.org

  Hagen sells an interest in Rimi to Swedish retail group ICA AB.

• 1977

  RIMI 500 is founded

  [1]Rimi (Norway)en.wikipedia.org

  Stein Erik Hagen establishes the Norwegian discount grocery chain that becomes Rimi.

Discount supermarket retail centered on consistently low prices and everyday grocery shopping.

• Discount supermarket format · 1977

  RIMI 500

  RIMI 500 was the original Norwegian discount grocery format founded by Stein Erik Hagen. Its proposition centered on accessible prices for routine household shopping, with a supermarket assortment spanning food and basic consumer goods. The format supplied the foundation for the later Rimi chain and established the low-price identity associated with the brand.

• Discount supermarket chain

  Rimi

  The Rimi chain operated Norwegian grocery stores focused on everyday food purchases and household necessities. Its principal point of differentiation was price, expressed through the brand's long-standing low-price slogan. The Norwegian format was eventually retired when Coop Norge converted the stores to its own retail concepts.

• 2014

  Coop acquires ICA Norge and retires Rimi in NorwayM&A

  Background

  ICA Norge had experienced heavy losses and several attempts had been made to rebrand or improve the Norwegian business.

  Action taken

  ICA AB sold all of its shares in ICA Norge to Coop Norge, which began converting Rimi stores to Coop retail concepts.

  Aftermath

  The Rimi name ceased to operate as a Norwegian supermarket banner.

  Source

• 2012

  Ahold exits ICA Norge ownershipM&A

  Background

  Ahold held a share of ICA Norge, the Norwegian operating company associated with Rimi.

  Action taken

  Ahold sold its share to ICA AB.

  Aftermath

  Rimi came under fully Swedish ownership through ICA AB.

  Source

• 2004

  Founder sells remaining Rimi interestM&A

  Background

  After earlier transactions involving ICA AB and Ahold, Stein Erik Hagen no longer retained an ownership stake in the chain.

  Action taken

  Hagen sold his remaining interest, leaving the Norwegian business under ICA Norge.

  Aftermath

  Rimi continued as an ICA Norge-operated discount supermarket brand.

  Source

1. 1Rimi (Norway)en.wikipedia.org