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Coop converts SuperBrugsen to new smaller city concept

SuperBrugsen has just begun the refurbishment and conversion of three stores in Copenhagen into a new concept, the new supermarket-convenience-brand Brugsen will open at the end of the month.

The idea is to offer customers the most sought supermarket goods in small, very manageable shops that make it easy and quick to act in busy locations in the largest cities. Prices are the same as in SuperBrugsen.

“We are seeing an increasing demand for rapid procurement of high quality, which can be done close to where you live or work. We will now test the concept we have developed, and will in the second half of this year decide whether to open more stores, “says brand director Kenneth Pedersen at SuperBrugsen.

Brugsen’s strategy is to offer a very large selection of fresh fruits and vegetables, much ecology, many meal solutions Meyers bread, the best selling groceries and a small deli department.

The atmosphere is said to be cozy and personal with whirring coffee grinders, where employees will grind coffee beans for customers who also can choose to take a cup of fresh coffee on the go.

“We will strive to create a modern version of an old Brugs where we need to adapt to customers with good personal service. A place where you can get everything you need from fresh groceries at supermarket prices, “says Kenneth Pedersen.

The stores will typically be about 300 sqm. The first three to open are Brugsen Store Kongensgade (Kongens Nytorv) Brugsen Amagerbrogade and Brugsen Herman Bangs Plads (in Valby).

Coop will then have four different Brugsen-concepts, apart from SuperBrugsen there are also the nationwide DagliBrugsen and LokalBrugsen

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