Copenhagen is set to see the debut of Alma, a new supermarket chain, with the first store opening on March 27 in Frederiksberg. This marks the official launch of a project spearheaded by Alfred Josefsen, the former director of the iconic Danish supermarket chain Irma.
Alma’s promise of quality and sustainability
Alma is not just another supermarket. According to Josefsen, the concept revolves around the principle of offering “less, but better.” The focus will be on high-quality goods, prioritizing animal welfare and minimizing environmental impact—values that Josefsen believes are often neglected in the broader supermarket industry.
“We aim to create an environment that upholds the same virtues and values as Irma,” Josefsen told Politiken. Having served as Irma’s director from 1999 to 2012, Josefsen’s connection to the brand’s ethos remains strong, and Alma is designed to carry forward this legacy.
The Alma concept and its origins
Alma’s mission to redefine grocery shopping comes in the wake of Irma’s closure last year, a decision by Coop that left many Danes nostalgic for the chain’s commitment to quality and sustainability. In response, 13 former Irma executives joined forces to establish Alma, ensuring that the spirit of Irma lives on.
The first two Alma stores will open in prime Copenhagen locations: Frederiksberg and Indre By. The Frederiksberg store will kick things off, with its grand opening in late March.
Sustainability and a green agenda
At the heart of Alma’s strategy is a strong commitment to sustainability. Organic products and environmentally friendly practices will be given high priority, and the selection process for products is set to be meticulous, ensuring only the best-quality goods make it to the shelves.
“The green agenda is not just a priority; it is a guiding principle for us,” Josefsen stated. This philosophy aligns with growing consumer demand for sustainable options in everyday shopping.
The initiative has already received a significant boost, with an initial investment of 20 million Danish kroner. This financial backing will ensure Alma has the resources to establish itself as a premium supermarket brand while delivering on its promise of quality and sustainability.
