Coop to take down the Rimi-signs

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For nearly 40 years Rimi has been a key player in the Norwegian grocery.

Now, Coop has decided to bury the store signs.

”We have great respect for the position Rimi had in Norway. But after a total assessment, we have decided that we do not use the name,” says communications director Kristin Paus at Coop Norway.

But Matkroken will remain.

One of the main reasons that Coop prefers its own brand name and won’t use the well known supermarket, is to keep the cost and number of chain concepts down to be more effective in relation to the operation.

”It is not essential which sign that hangs over the door, but the store is well run and offer the goods that customers expect to find at a good price. We’ll meet this with whatever brand name. Our goal is to provide customers the best shopping experience,” writes acting Coop Norway CEO Geir Inge Stokke in an internal email.

Matkroken however remains as brand.

”It is a chain that is purely franchise run by local merchants who are very independent, well known in the local area and largely very self-sufficient,” says Kristin Paus to Dagligvarehandelen.

”We’ll start with rebranding of the shops immediately after Ica is incorporated into Coop, but it is not decided with what brand we begin,” Paus tells Kampanje.

Coop Mega or Coop Extra are the obvious replacer for Rimi.

There are currently around 300 Rimi stores in Norway.