The Norwegian discount chain Rema 1000 opened Danish store number 272 in Aalborg last week.
Now it changes its upper limit from 300 stores to over 400 – and gears up the establishment pace backed up by an upcoming change of the Planning Act
”The goal is 15 to 25 stores a year. We have previously said up to 20 shops, but we want to increase the number,” says CEO Henrik Burkal.
The Norwegian discount battle is taking the scene in Denmark as Rema and Norgesgruppen/Dagrofa’s Kiwi both opens more than 15 stores a year. Until the summer holidays Kiwi opens stores in Frederikshavn, Brondby, Malling, Slagelse, Copenhagen, Holbaek and two stores in Valby.
But at the same time the chain is closing at least eleven stores due to bad locations.
Rema 1000 on the other hand wins several consumer surveys and is now up against the Netto-chain, which is still undisputed market leader. Today Netto has 461 stores and recently announced 25 more stores this year.
“We have in recent years seen both our market share and the number of customers grow,” said Brian Seemann, director of Netto Denmark, in a press release.
One reason for the establishment plans is the announced change of the Planning Act, that will make it easier for retail chains to build stores.
”We have raised the bar for how many Rema 1000 stores that will fit in Denmark. Before we said 300, now we say at least 400, said CEO Henrik Burkal to Børsen.