Extra

Extra is a Norwegian discount supermarket chain belonging to Coop Norge, the Norwegian cooperative retail organization. The chain was established in 2006 and opened its first store in Halden on 15 September of that year. It was originally known as Coop Extra, but the brand name was shortened to Extra in late 2015. The chain was created to compete in Norway’s price-sensitive grocery market with a large-store discount format. Its proposition combines low prices with a broader assortment and more spacious stores than some traditional limited-assortment discount formats. Extra’s offer is centered on everyday groceries, while stores may also carry selected household, personal-care, and general-merchandise products. The chain’s private-label range, Xtra, is positioned as a particularly low-priced alternative within the assortment. Extra expanded through both new store openings and the conversion of existing retail locations. Coop Norge’s acquisition of most of ICA AB’s Norwegian operations in 2015 accelerated the rollout: a substantial number of former Rimi and ICA stores were rebranded as Extra. Other Coop stores, including locations previously operating under the Coop Prix banner, were also converted over time. This gave Extra a broad physical presence and helped make it one of Norway’s major grocery chains. The brand competes primarily through price. A 2015 price comparison conducted by Norwegian newspaper VG identified Extra as the least expensive grocery chain in Norway overall, although the difference from REMA 1000 was described as small. Extra’s low-price positioning is reinforced by the Xtra product line, which is marketed as the cheapest available option in relevant categories. By 2024, Extra operated 574 stores in Norway. In 2023, it held approximately 17.3 percent of the Norwegian grocery-store market, according to the referenced Wikipedia material. The chain director identified in that material is Daniel Kyrre Pedersen. Extra remains a core grocery format within the Coop Norge portfolio, serving consumers seeking value while retaining a relatively wide product selection.

Extra was established in Norway in 2006 as Coop Extra, a discount supermarket concept developed by Coop Norge. Its first store opened in Halden on 15 September 2006. The format was designed to compete in the country’s increasingly price-focused grocery market while maintaining larger stores and a wider selection than a narrowly limited discount model. Expansion proceeded through a combination of new locations and the conversion of stores already belonging to the Coop network. Coop Prix stores were among the locations that were rebranded as Extra. The chain received a major boost in 2015 when Coop Norge acquired most of ICA AB’s Norwegian operations. Many former Rimi and ICA locations subsequently adopted the Extra identity, significantly increasing the brand’s reach. The name was shortened from Coop Extra to Extra in late 2015. The simplified identity retained the chain’s focus on low prices and broad everyday assortment. Its private-label Xtra range provided a dedicated value tier intended to offer the lowest-priced alternative in applicable product categories. Extra’s competitive identity has been based primarily on price. A VG price test in 2015 ranked it as Norway’s cheapest grocery chain overall, though only marginally cheaper than REMA 1000. The chain continued to combine this price message with a large-store format and a comparatively wide selection of groceries and related consumer goods. The brand had grown to 574 stores by 2024. In 2023, Extra accounted for 17.3 percent of Norway’s grocery-store market according to the referenced material. It operates as part of Coop Norge and remains one of the cooperative group’s principal supermarket formats. The chain director identified in the available reference material is Daniel Kyrre Pedersen.

• 2024

  Store network reaches 574 locations

  [1]Extra (Coop)en.wikipedia.org

  The chain operated 574 stores in Norway.

• 2023

  Norwegian grocery-market share

  [1]Extra (Coop)en.wikipedia.org

  Extra held approximately 17.3 percent of Norway’s grocery-store market.

• 2015

  ICA and Rimi conversion accelerates expansion

  [1]Extra (Coop)en.wikipedia.org

  After Coop Norge acquired most of ICA AB’s Norwegian operations, many former ICA and Rimi locations were rebranded as Extra.

• 2015

  Brand name shortened to Extra

  [1]Extra (Coop)en.wikipedia.org

  The chain moved from the name Coop Extra to the shorter Extra identity in late 2015.

• 2006

  First Extra store opens

  [1]Extra (Coop)en.wikipedia.org

  Coop Extra opens its first store in Halden on 15 September, launching Coop Norge’s discount supermarket concept.

A low-price Norwegian supermarket chain offering broad store formats, everyday groceries, and a value-oriented private label.

• Discount grocery retail · 2006

  Extra supermarkets

  Extra stores are large-format Norwegian discount supermarkets offering everyday groceries alongside selected household, personal-care, and general-merchandise products. The format emphasizes low prices but aims to maintain a broad assortment and spacious shopping environment. Stores have expanded through both purpose-built locations and the conversion of former Coop, ICA, and Rimi sites.

• Private-label grocery range

  Xtra

  Xtra is Extra’s low-price private-label range. It is positioned as the cheapest alternative available within relevant product categories and supports the chain’s central value proposition. The range forms part of the price architecture used to communicate affordability to Norwegian grocery shoppers.

• 2015

  Conversion of former ICA and Rimi storesStrategy

  Background

  Coop Norge acquired most of ICA AB’s Norwegian operations, creating an opportunity to expand the Extra format across a large group of former ICA and Rimi locations.

  Action taken

  Many of the acquired stores were rebranded as Extra, supporting rapid growth in the chain’s Norwegian network.

  Aftermath

  The conversions materially increased Extra’s physical presence and strengthened its position as a major Norwegian grocery chain.

  Source

• 2015

  Shortening of the brand nameStrategy

  Background

  The chain had operated under the Coop Extra name since its 2006 launch.

  Action taken

  Coop Norge changed the public-facing name from Coop Extra to Extra in late 2015.

  Aftermath

  The shorter name became the chain’s continuing retail identity.

  Source

1. 1Extra (Coop)en.wikipedia.org