The discount supermarket chain Rema 1000 has achieved a turnover of more than 10 billion kroner in Denmark for the first time ever. The annual report of the chain’s Norwegian owner Reitangruppen suggests that Rema 1000 is faring well in the ongoing discount war in the Danish retail space.

Its record figures represent a 9.5 percent growth, resulting in a pre-tax profit of 269 million kroner on a turnover of 10.4 billion kroner.

Changing consumers’ perception
According to Henrik Burkal, the head of Rema 1000, it wasn’t just the financial indicators that were improving. “We have won market share,” he said.

“But the most important thing is that we are changing consumers’ perception that the lowest price can't go hand in hand with high quality, inspiration and innovation.”

Rema 1000 is the biggest supermarket chain in Norway, with a market share of 23.7 percent. The Danish company has a market share of 10.4 percent.