Coop’s SuperBrugsen has opened a new flagship in Copenhagen — and it is less a shop than a test of where the chain is heading. The store on Matthæusgade, which opened on 29 May 2026, is the first physical home of a new shared brand universe for SuperBrugsen and Kvickly: “Lidt mere omtanke” — “a little more consideration.” Expect wider aisles, easier navigation and a lighter, more modern look, backed by a double-digit-million-kroner refit and billed openly as a test store for the chain’s future.
What is interesting is the framing. In a fiercely price-pressed grocery market, a discount-adjacent chain is competing on care and experience — a value, not just a deal. Instead of shouting about offers, it is quietly redesigning the everyday act of shopping around how it wants customers to feel. The signal: even the most ordinary retail is being rebuilt around a point of view.
So…:
How could you rebuild your most ordinary customer experience around a single value you want people to feel?
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Picture:
Coop (press)