Up to ten branches by Christmas

Discount chain launched in Denmark

The first Basalt branch opened on 11 October.(Source: Olivia Loftlund/Kobenhavnliv.dk)
The first Basalt branch opened on 11 October.

Basalt is a new grocery discount chain launched by Salling, the Danish speciality retailer. Its aim is to offer goods at prices that are 15 per cent cheaper on average than those of the usual discount stores, according to the company. Salling Group is Denmark’s largest retail group and serves 11 mio customers per week.

The new format focuses on a small assortment and shorter opening hours to reduce costs. Goods are also presented on pallets in store, which cuts handling costs. To halve the outlay on energy, no frozen or chilled foods are sold. More than 80 per cent of the products for sale should cost under 20 Danish kroner (approx. 2.69 euros).

Per Bank, board chairman of the Salling Group, is quoted in press reports as saying: “Many Danes are experiencing strong pressure on their personal finances and need grocery stores that help them to manage their daily life better.” The retailer plans to open ten stores across Denmark in the run-up to Christmas.

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