From Irma to Alma: a new grocery store rooted in tradition
At 8 AM on Thursday morning, Alma — the spiritual successor to Denmark’s iconic Irma chain — officially opened its first store on Sylows Allé in Frederiksberg. The event drew a long line of eager customers, many of whom had fond memories of shopping at Irma, which definitively closed its last store in May 2024.
“Finally, we can welcome you inside Alma’s first store on Sylows Allé 17, Frederiksberg,” the company wrote in a press release. “In the past few weeks, we’ve worked hard to get everything ready, and we hope you’ll stop by to see the delightful goods we’ve selected for you.”
Alfred Josefsen returns with a vision for quality and sustainability
The project is led by Alfred Josefsen, Irma’s former CEO for 13 years, who together with other former Irma employees decided to start Alma after Coop announced the closure of all 65 Irma locations in early 2023.
“It’s a big day. We’ve been preparing for the past six months,” said Josefsen. “It lives up fully to my dreams and expectations.”
Alma, named after Josefsen’s grandmother, builds on Irma’s heritage but aims to present a fresh alternative. “There is something of Irma in Alma because we carry the same values and principles. We have blue blood in our veins, as we say. But we’re also trying to develop something new,” he explained.
A clear commitment to organics and local produce
Alma distinguishes itself through its uncompromising commitment to organic products and a rejection of ultra-processed foods. “We’re going all-in on organics. There’s also a need for someone to say no to ultra-processed food — and that’s what we do,” said Josefsen.
The store has reestablished collaborations with many of Irma’s former suppliers and producers, ensuring continuity in quality and local sourcing.
A market opportunity driven by loyal customers
Josefsen rejects the idea that Irma closed due to lack of customer support. “People kept buying. What failed was internal — in management and how the organization was run.”
According to Dorte Wimmer, retail expert and director at Retail Institute Scandinavia, Alma meets a specific demand: “There is a customer base in Copenhagen willing to pay more for quality. Alma targets those with slightly higher incomes who value sustainability and storytelling.”
Strategic growth planned in Copenhagen
The second Alma store is expected to open in May on Store Kongensgade in central Copenhagen (Indre By). For now, the focus remains on quality over quantity.
“I don’t think this will become a large chain like Irma. It’s more of a concept for specialty stores in strategically selected locations,” said Wimmer.
Still, she believes there’s room for moderate expansion: “If funding is secured, I wouldn’t be surprised to see eight to ten Alma stores in the future. If they recreate the spirit of Irma — great service, excellent products — there’s space for Alma, even in a competitive market.”
A beloved past, a promising future
Alma is not trying to resurrect Irma, but rather reinterpret it for today’s market. With its focus on organics, local partnerships, and premium service, Alma is positioning itself as the grocery store for a new generation — one that remembers the past but shops for the future.
