More modern, brighter and more inspiring, but still with low prices. That was the aim when ICA Norway began to rebrand its Rimi stores in 2008. A year later, a foundation has been laid for the next step in the process: adapting the concept to a franchise model.
The reason for the rebranding was a need to restore Rimi’s discount image, which had suffered in recent years. Rimi’s prices are now being reemphasized, at the same time that the stores have been given a facelift. The keys to the concept are to be simpler, cheaper and better. In late 2009, a total of 76 Rimi stores with the new format were already in place in southern Norway,
and their results are pointing in the right direction with a sale increas of 10 percent.
“Customers have accepted the new concept with open arms. They see it as a positive change,” said Antonio Soares, CEO of ICA Norway. In Norway, franchising is one of the most popular business models and one that ICA Norway
already utilizes. Now a similar program waits for Rimi.
“Norwegian business owners appreciate the franchise model. This is why we are readying the Rimi concept for franchising and developing as attractive a solution as possible,” added Antonio Soares.