REMA 1000
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| Company type | Discount store |
|---|---|
| Founded | 1979 in Trondheim, Sør-Trøndelag, Norway |
Number of locations | 868 (2016) |
Area served | Norway, Denmark |
| Revenue | NOK 20.6 billion (2004) |
| Owner | Reitangruppen |
Number of employees | 20,252 (2016) |
| Website | www |
REMA 1000 is a multinational no-frills soft-discount grocery chain owned entirely by the Reitan Group (Reitangruppen). REMA is a short for Reitan Mat (Reitan Food), referring to Odd Reitan (founder of the company). 1000 refers to offering a selection of only one thousand different products (see the history section).
With their headquarters located in Oslo, Norway, REMA 1000 includes businesses in Norway and Denmark. The chain is based on a franchised discount concept: buying large quantities of a limited range of products and offering these to semi-independent owners under their brand. By the end of 2016, Rema 1000 had a total amount of 868 stores spread across Norway and Denmark.[1]
By 2016, the retailer captured 24,2% of the total revenue by all Norwegian grocers,[2] taking the lead over its closest rival Kiwi.
The stores
REMA 1000 stores are known for not spending large sums on aesthetics. As a matter of fact one of the chain's slogans is "The simple is often the best" (Norwegian: "Det enkle er ofte det beste") and this reflects on the layout concept in the stores. Products are often positioned by crate or even by pallet to save the cost of positioning them in a more attractive way, a strategy not unique to REMA. It is still REMA 1000's official policy of not letting cost-saving damage the basic idea of simplicity (in accordance with the slogan). Wide corridors and informative signs are therefore present to simplify the shopping.
History
Odd Reitan, the founder of the company, opened the first REMA store in Trondheim, Norway, 15 February 1979. Originally some stores were named 'REMA 500', indicating its number of food variety (later to be expanded). The owners had recently visited Germany where they had been impressed by the Albrecht brothers (Theo and Karl) hard-discount chain ALDI's success. They wanted to adapt the ALDI concept to Norwegian conditions.
Originally REMA attempted success with a selection of only 500-600 different products, but soon realised that this selection was too narrow. The success of the third REMA store (opened in Mo i Rana, 8 May 1980) with a selection of 1,000 different products, paved way for the REMA 1000 brand. Since then, REMA 1000 have expanded their selection to more than 2,500 different products,[3] but the name does not reflect this development.
In 2004, the chain celebrated its 25-year anniversary.
In April 2010, REMA 1000 decided to stop selling eggs from cage hens by the year 2012, to coincide with the scheduled EU-wide prohibition on battery cages.[4]
Countries with REMA 1000 stores
| Stores | Country | Employees | Revenue | Market share | Debut year | Comment |
|---|---|---|---|---|---|---|
| 616 (2018)[5] | Norway | 20,252 (2016)[1] | NOK 17,621 mill ( 4.6%) (2004) |
24.2% (2016)[1] | 1979 | Headquarters are located in Oslo |
| 270 (2016) | Denmark | 10,000+ (2016) | NOK 2,935 mill ( 10.2%) (2004) |
15% (2020) | 1994 | Danish headquarters are located in Horsens |
| 0 | Slovakia | — | — | — | 1993 | sold |
| Poland | — | — | — | 1993 | sold in 2003 | |
| 0 | Hungary | — | — | — | 1998 | sold in 2002 |
References
- ^ a b https://www.rema.no/artikler/arsrapport-2016/nokkeltall
- ^ "De norske dagligvarekjedene". www.dn.no. Retrieved 29 December 2018.
- ^ "http://www.rema1000.net/web/webdoc.nsf/web/omrema.html". REMA 1000. Archived from the original on May 17, 2007.
{{cite web}}: External link in|title= - ^ Fjørfe nr. 3, 2010.
- ^ https://www.rema.no/butikker
