The mayor of Frederiksberg, Michael Vindfeldt (Socialdemokratiet), has expressed a strong wish to erect a statue of the Irma-pigen—the iconic girl from the Irma grocery brand. Once a symbol of Danish retail culture, the figure could soon gain permanent public recognition, as several potential locations for the statue are already being considered.
The initiative was first reported by CopenhagenLIV and TV 2 Kosmopol, based on a series of communications between the mayor and Alfred Josefsen, director of the newly launched supermarket chain Alma, which has taken over some of Irma’s legacy.
A cultural tribute with political timing
According to private messages and an internal memo obtained by the Danish press, the statue project is not only a cultural gesture but may also have political overtones. In a message cited by KøbenhavnLIV, Josefsen reportedly suggested that the statue should “preferably be inaugurated before the election.” The reference is to the upcoming kommunalvalg (municipal elections), scheduled for late 2025, which could position the initiative within a broader campaign strategy.
Mayor Vindfeldt, however, appears motivated by more than electoral timing.
“The Irma girl is part of our shared history. She deserves to be remembered,” he is quoted as saying in local coverage.
Irma’s legacy lives on through Alma
The Irma brand, founded in 1886, was one of Denmark’s oldest and most recognizable supermarket chains before its closure was announced in early 2023. Its symbol, the Irma-pigen, a stylized young girl in a blue dress, became a nostalgic icon for many Danes.
Following Irma’s closure, the new Alma chain—headed by former Irma CEO Alfred Josefsen—has sought to preserve the spirit of the original brand. Installing a statue of the Irma-pigen would represent both a tribute to the past and a bridge to the future of Danish retail.
Concrete plans under review
At least three locations within Frederiksberg are currently “on the drawing board” (på tegnebrættet), according to the leaked correspondence. The exact sites have not been disclosed, but local media suggest central squares or public parks are being considered.
Whether the statue will be completed before voters go to the polls remains uncertain. But in the meantime, the idea has sparked both public curiosity and a wave of nostalgic sentiment across the capital region.
