Irma (supermarket)

Irma A / S is a Danish supermarket chain. She belongs with Sainsbury's and Marks & Spencer among the oldest food chains in the world. At present it has 83 branches, including 80 on Zealand and three in the rest of the country (as of January 2012). The chain is part of Coop Danmark group. 2008 was Irma's total revenues 2.251 billion DKK ( 300 million euros ) and the profit before tax of 9 ½ million euros. Irma employs more than 1,000 full-time employees.

History

Irma goes back to a grocery store in the Ravnsborggade 13 in Copenhagen - Nørrebro, the Carl Schepler ( 1870-1942 ) had opened in 1886. In the basement of butter, margarine, eggs and milk were sold. Since Schepler wanted to expand, but the law made ​​goods from own production as a condition for further sales outlets, Schepler went into agriculture. From 1904 many shops not only in Denmark but also in Schleswig -Holstein and Hamburg. The North German chain should soon have over 21 stores. They had in 1930 already close again. Only in the ( now Danish ) Northern Schleswig Irma can hold up in the 1960s.

After the death Schepenbank coupler the chain is taken up by four Danish eggs wholesalers. Irma leads one of the first supermarket chains by the expiration date, touts with offers of the week, makes advertising direct mail, radio, by design on plastic bags. In 1950, the first branch is transformed into the self-service store. 1966 pulls the headquarters of the Ravnsborggade after Rødovre. 1982 Irma is sold to the Danish Association of Consumer Associations ( Fællesforeningen for Danmarks Brugsforeninger ). It focuses on the business of Copenhagen and Zealand. A final offensive of the Company to hold permanently on Funen and in Jutland foot fails mid-1990s. The supermarket chain gets into financial difficulties, but public protests to prevent a sale of the company.

Since 2001, sales and profits develop positive again. It uses PVC-free packaging and a wide range of organic goods. With ecological profile and high quality especially wealthy " lifestyle" customers are addressed. 2008 Irma was awarded the MMM prisen, the prestigious prize of the Danish retail industry.

Company logo

In 1907, the architect Sofus Greiffenberg a company logo in the shape of a girl in a blue dress. His three year old daughter Else had stood for " Irma - girl " model. The logo is the fashion trends change over time: in 1942 by Bent Mackeprang in the 1970s by Mackeprang and Erik Ellgaard Frederiksen and 2003 by Connie Lyst. Trademark it is since 1943.