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Here’s how he had the Netto group repackaged

True, the image of Danish discount shop chain Netto had become a bit tired since its start as a novelty in the early 1980’s, and many shops had come to a stage where a new investment boost was needed. Even so, CEO Michael Løve chose to build on the strengths rather than emphasise the weeknesses.

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On stage at Axelborg at Treasury 360° Copenhagen, Michael Løve shared the story behind his groups new “Netto 3.0” reinvigoration.


[This is an update, now with the video, of the original news post from the conference day, 20 October.]

New housing fronts and more ambitious fruits-and-vegatable sections are only two of the many changes to move forward.

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“Customers have reacted very positively to this,” he says, noting that fruit and vegetable sales are up remarkably.

Work on sustainability is ambitious, including efforts to minimise food waste and improve recycling ratios in customers’ homes.

As the group started out four decades ago, inspiration for discount food stores came from Germany – including a bit of a cultural mismatch with the Nordic culture. Since then, competition in the discount space has toughened, and finding the right genuine tone for the Scandinavian mood is an important part of the current re-make.

“Now, if you see something in the store that looks like wood it is wood, if it looks like a plant it is a plant.”

Michael Løve sees merits in the proposal of Danish industry to shift company tax over to carbon tax, so that environmental burdens are eventually reflected in prices out to consumers.

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