Dagrofa buys ABC Lavpris in a move that could reshape Denmark’s low-price supermarket market, as the food group plans to turn the regional Jutland-based chain into a nationwide discount player.
The agreement, announced on Friday, gives Dagrofa a majority stake in ABC Lavpris, a Danish family-owned discount chain founded in 1981 and currently operating 16 stores: 15 in Jutland and one on Funen. The deal also includes related property and land assets, while the existing owners will remain co-owners after reinvesting in the company.
Dagrofa enters the discount supermarket market
Dagrofa, which already owns MENY, SPAR, Min Købmand and Let-Køb, said the acquisition gives it a platform in Denmark’s low-price supermarket segment.
The group’s chief executive, Tomas Pietrangeli, described ABC Lavpris as a well-run chain with a strong brand, loyal customers and skilled local grocers. According to Dagrofa, the acquisition is part of its Gro’27 strategy, which focuses on profitable growth, local retailing and new business areas.
ABC Lavpris will keep its name, concept, management and local commercial culture. Dagrofa said everyday operations will continue as before for customers, employees and partners.
ABC Lavpris could move from Jutland to the whole country
ABC Lavpris has so far remained a regional discount chain, with its headquarters and central warehouse in Tarm, western Jutland. Dagrofa now plans to expand the brand’s geographical presence and develop it into a national chain.
The company said it sees “significant potential” in bringing the concept to more Danish consumers, while maintaining the features that have made ABC Lavpris successful: low prices, local ownership culture and a relatively simple store model.
ABC Lavpris employs more than 1,000 people and reported revenue of about DKK 1.4 billion in 2025, equivalent to roughly €188 million. The chain carries around 10,000 products, including Dagrofa’s own brands such as Grøn Balance and Omhu.
A crowded and price-sensitive Danish grocery market
The acquisition comes after several years of major changes in the Danish grocery sector. Aldi withdrew from Denmark, while Coop restructured its store network and closed the historic Irma chain. At the same time, discount formats such as Rema 1000, Netto and 365discount have continued to play a central role in a market where consumers remain highly price-conscious.
Dagrofa has long been stronger in supermarkets and local grocery stores than in hard discount. The purchase of ABC Lavpris therefore gives the group a more direct tool to compete in the segment where price, scale and efficient logistics matter most.
The move also marks a reversal from Dagrofa’s earlier retreat from discount. In 2017, the group closed its Kiwi chain in Denmark after struggling to compete in a difficult market.
The deal still needs approval
The transaction is subject to the usual regulatory approval, including from the Danish Competition and Consumer Authority (Konkurrence- og Forbrugerstyrelsen). The financial terms have not been disclosed by the parties.
Danish business daily Børsen has reported that the deal could be worth around DKK 1 billion, or approximately €134 million, although Dagrofa and ABC Lavpris have not confirmed the figure.
For Dagrofa, the acquisition strengthens its position at a time when the Danish food retail market remains highly competitive and marked by limited growth. For consumers, the expansion of ABC Lavpris could add another nationwide low-price alternative in a sector already defined by tight margins and intense competition.
