Leading
Nordic private brands

Our purpose is to provide our 27 million possible Nordic consumers with private brand products of BOTH the absolute highest quality AND at the lowest price possible.

Our purpose combines the stronger focus on private brands, the need for Nordic cooperation, the importance of being consumer-oriented first, and the ambition of leading rather than following or matching.

With this purpose, we are setting standards for who we are, how we organize, and how we work – with a clear line to the strong cooperative history. With a market share of 33%, we are present in every third Nordic home and a part of our 27 million potential Nordic consumers homes and everyday. With this purpose, we take responsibility for making their everyday BETTER through our private brands.

Our private brands are among the strongest brands in the Nordics and hold great stories, history, and heritage giving a strong potential for development from a business perspective. It is the key for driving growth and building loyalty as our private brand quality products is only to be found in our Nordic cooperative stores.

Our main activity is sourcing of food and daily nearfood products, securing branded products at competitive prices, and developing and maintaining a varied assortment of competitive private brand products – Xtra, Coop, and Änglamark.

Our mission is to create value in the products in our private brands by offering competitive products of the right quality thus creating growth for our four partners; Coop Sweden, Coop Denmark, Coop Norway, and SOK in Finland.