Irma
Irma was a Danish premium supermarket chain, concentrated in Copenhagen and eastern Denmark, known especially for organic food and its distinctive Irma girl logo.
Last updated August 24, 2026
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Overview
Irma was a Danish supermarket brand with roots in a small milk and egg shop opened in Copenhagen in 1886. Founded by Karen Marie Schepler in the Nørrebro district, the business initially traded as Ravnsborggade Mælkeforsyning. Her son Carl Schepler took over in 1898, expanded the assortment beyond fresh milk and eggs, and developed a larger retail network under the name Carl Scheplers Udsalg. By the time of his death in 1942, the business had grown to approximately 110 stores. The company was sold in 1943 after Schepler’s heirs chose not to continue operating it. The new owners adopted the name Irma and introduced the Irma girl as the chain’s visual emblem. During the post-war period, Børge Olsen played a decisive role in modernising the business. After joining as assistant director in 1946, he became managing director in 1951 and guided the introduction of self-service retailing, price labelling and date labelling. The first Irma self-service store opened in Nykøbing Falster in 1950. Olsen’s long tenure made him closely associated with the brand and earned him the popular nickname “Irma-Olsen.” Irma became part of the FDB cooperative system, now associated with Coop amba, when FDB acquired the chain in 1982 for DKK 300 million. The following decade was difficult. Attempts to expand into western Denmark, including stores in Odense, did not succeed, and a number of related businesses were sold or closed. These disposals included Irma Kantineservice, a soft-drink factory, Dansk Ægcentral, the Kongstedlund dairy and a wine-bottling operation. In 1993, FDB announced a plan to close the chain, convert some stores to other cooperative formats and sell the remainder. That plan was abandoned after public attention and improved trading conditions helped restore the business. Irma subsequently rebuilt its position as a differentiated, higher-end food retailer. Its strongest presence remained in Copenhagen and other parts of eastern Denmark, where it operated conventional supermarkets, Irma City convenience stores and Irma Online. The brand was associated with carefully selected groceries, a substantial private-label range and an unusually high proportion of organic products. In 2017, selected Irma products, including coffee and chocolate, were offered in China through the NetEase-owned Koala platform. By the early 2020s, Irma operated roughly 65 supermarkets, concentrated primarily in Copenhagen, together with four Irma City stores in central Copenhagen. A flagship store opened at Axelborg in 2015. On 31 January 2023, Coop Danmark announced that all Irma supermarkets would either be rebranded or closed during the year. As a result, Irma ceased to operate as a nationwide supermarket chain, bringing to an end one of Denmark’s most recognisable specialist grocery brands.
History
Irma originated in 1886 when Karen Marie Schepler opened Ravnsborggade Mælkeforsyning at Ravnsborggade 13 in Copenhagen’s Nørrebro district. The shop focused on milk and eggs. In 1898, Schepler’s son Carl Schepler assumed control and broadened the business into packaged grocery categories such as tea and sugar. He opened additional locations and used the name Carl Scheplers Udsalg. The network reached approximately 110 stores by the time of his death in 1942. Because none of Schepler’s heirs wished to continue the company, it was sold in 1943 to a consortium of four egg wholesalers. The new owners renamed the stores Irma and adopted the Irma girl as the chain’s logo. Børge Olsen joined the company in 1946 and became managing director in 1951. His management period transformed Irma from a traditional food retailer into a modern supermarket operator. The business introduced self-service, price labelling and date labelling; its first self-service store opened in Nykøbing Falster in 1950. Olsen remained in charge until 1979 and became strongly identified with the brand. FDB acquired Irma in 1982 for DKK 300 million. The chain experienced severe difficulties during the 1980s, including unsuccessful expansion beyond its eastern Danish heartland. Three stores opened in Odense were later closed. Several associated operations were divested: Irma Kantineservice was sold to ISS in 1987, while a soft-drink factory and Dansk Ægcentral were sold in 1988. The Kongstedlund dairy was sold to MD Foods, and Irma’s wine-bottling plant was sold to Danica in 1990. In 1993, FDB announced plans to eliminate the Irma chain. Thirty stores were earmarked for conversion to SuperBrugsen, 23 for conversion to Fakta and 66 for sale. Strong public interest and better economic conditions contributed to improved sales, and the closure plan was cancelled. Jørgen Pedersen became chief executive in 1994 and was followed by Alfred Josefsen in 1999. The headquarters later moved from Rødovre to Coop Danmark’s headquarters in Albertslund. Jesper Uggerhøj became chief executive on 1 October 2012. In its later form, Irma operated around 65 supermarkets, most of them in Copenhagen, along with four Irma City convenience stores in central Copenhagen and an online shopping service. A flagship store opened at Axelborg on 22 August 2015. The chain differentiated itself through premium groceries, private-label products and a particularly broad organic assortment. In one cited store, organic products represented 38 percent of sales, described as the highest such share among supermarkets worldwide. In September 2017, selected Irma products were made available in China through NetEase-owned Koala. On 31 January 2023, Coop Danmark announced that every Irma supermarket would be rebranded or closed during that year. The decision ended Irma’s retail presence as an operating supermarket chain, although its historical identity remains associated with Danish grocery retail and Copenhagen.
- 2023
Brand-wide closure and rebranding announced
[1]Coop Danmark announces that all Irma supermarkets will be rebranded or closed during the year.
- 2015
Axelborg flagship opens
[1]Irma opens a flagship store at Axelborg on 22 August.
- 1993
Planned closure is cancelled
[1]FDB reverses its plan to close the chain after public attention and improved trading conditions support a recovery.
- 1982
FDB acquires Irma
[1]FDB acquires the chain for DKK 300 million.
- 1950
First self-service store opens
[1]Irma opens its first self-service location in Nykøbing Falster.
- 1943
The Irma name and logo are introduced
[1]New owners rename the stores Irma and adopt the Irma girl as the chain’s emblem.
- 1942
Network reaches approximately 110 stores
[1]The business has grown to about 110 locations by the time of Carl Schepler’s death.
- 1898
Carl Schepler takes over
[1]Carl Schepler assumes control and expands the assortment and store network.
- 1886
Founding shop opens in Copenhagen
[1]Karen Marie Schepler establishes Ravnsborggade Mælkeforsyning in Nørrebro, the business that later develops into Irma.
Products and positioning
Premium, quality-focused Danish grocery retail with a strong organic-food profile, distinctive private-label products and a particularly strong cultural association with Copenhagen.
Private-label food
Irma private-label groceries
Irma developed a broad private-label range spanning everyday pantry goods, beverages, snacks and other supermarket categories. These products supported the chain’s premium positioning and gave it a distinctive assortment separate from standard cooperative-store formats.
Organic food
Irma organic assortment
Organic products were central to Irma’s identity and represented a larger share of sales than at other Danish supermarket chains. The assortment covered fresh food and packaged groceries, making organic retailing a major part of the brand’s differentiation.
Grocery products · 2017
Irma coffee and chocolate
Coffee and chocolate were among the Irma products selected for overseas e-commerce distribution through Koala in China in 2017. They represented internationally marketable examples of the chain’s branded grocery range.
Convenience retail · 2001
Irma City
Irma City was Irma’s smaller convenience-store format, introduced in 2001 for central urban locations. At its later peak, four stores operated in Copenhagen districts including Vesterbro, Østerbro and Nørrebro.
Online grocery retail
Irma Online
Irma Online extended the supermarket proposition through internet shopping, complementing the chain’s physical stores and offering access to its grocery assortment through a digital channel.
Brand decisions
2023
End of the Irma store networkStrategyBackground
Coop Danmark reviewed its store portfolio and determined that the Irma format would no longer continue across its existing supermarket estate.
Action taken
Coop Danmark announced that all Irma supermarkets would be rebranded or closed during 2023.
Aftermath
Irma ceased operating as a supermarket chain, and its stores were removed from the market under the Irma name.
1993
Closure plan abandonedStrategyBackground
FDB had announced that the Irma chain would be closed or converted after prolonged difficulties in the 1980s and early 1990s.
Action taken
FDB cancelled the planned closure after public interest and improved economic conditions helped improve sales.
Aftermath
Irma continued operating and pursued a renewed premium and quality-focused market position.
1982
FDB acquisition of IrmaM&ABackground
Irma was transferred into the Danish cooperative retail system during a period when the chain was seeking a stronger ownership base.
Action taken
FDB acquired Irma for DKK 300 million.
Aftermath
The acquisition was followed by restructuring, unsuccessful geographic expansion and the disposal of several associated businesses.
Acquisition price. DKK 300 million (1982)
Sources1 sources
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