Dansk Supermarked - International Housewares Association

Dansk Supermarked - International Housewares Association

Key Retailer Report
June 2011
Dansk Supermarked consists of six retail chains and two department stores; each
chain has its own profile, but they share functions such as purchasing, IT, finance,
warehousing, etc. Bilka is the hypermarket format of Dansk Supermarked, with
15 stores across Denmark.
Corporate website: www.dsg.dk
Consumer website: www.bilka.dk, www.foetex.dk, www.netto.dk
Contact Information (buying office)
Dansk Supermarked A/S
Nonfood Indkøb
Rosbjergvej 33
8228 Brabrand
Denmark
Mr. Jean Ladehoff; Purchasing Director, Non-Food
Tel: +45 8778 3000
Email: jl.dsn@dsg.dk
Mr. Finn Pedersen; Category Manager, Housewares
Tel: +45 8778 3000
Email: fp.dsn@dsg.dk
Mr. Martin Rasmussen; Category Manager, Bath & Home Organization
Tel: +45 8778 3000
Email: mlr.dsn@dsg.dk
Mr. Per Jensen; Category Manager, Household Electrics
Tel: +45 8778 3000
Email: pgj.dsn@dsg.dk
Background Information
Year Established: 1906, the first Bilka store in 1970
Number of Stores: 552 stores in Denmark, including 15 Bilka hypermarkets, 2 Salling department stores, 85 føtex
supermarkets, 2 A-Z hypermarkets, 37 Tøj & Sko shops, 411 Netto/DøgnNetto convenience stores
Total Annual Sales: Approximately US$12.9 billion, including VAT (DKK 66 billion)
Store Locations: Across Denmark
Type of Store: Hypermarkets, department stores, supermarkets, convenience stores
Average Store Size: For the Bilka hypermarkets, the average sales area is about 15,000 m² (161,000 sq ft)
Housewares Percentage of Total Sales: Depending on the store format, 5-15%
Housewares Percentage of Total Square Meters: Depending on the store format, 5-15%
Position within the Market: Very close to the size of Coop Danmark A/S, Dansk Supermarked A/S is a
leading consumer goods retailer in Denmark
Target Consumer: All consumer groups
(Continued on back)
Stores and Products
Store Layout / Look / Feel: At Bilka, the focus is on the shopping experience.
The stores are bright and clean, with wide aisles and good signage, providing a
convenient one-stop shopping experience for families.
Home / Housewares Product Categories: The home & housewares product
categories at Bilka hypermarkets include cook & bakeware, glassware, tableware,
kitchenware, home organization, furniture, home décor, kitchen and home textiles,
outdoor & patio products, bath products, kitchen & personal electrics, cleaning products.
Pricing Strategy: High quality products at attractive prices every day.
Quality / Design / Branding Strategy: Products providing a good price-quality
relationship. Well-known Danish and international brands and in addition, private label
products for the best prices.
Company Brands Sold: Aida, Tefal, Bodum, Emsa, Schou, Rosendahl, Pyrex,
Leifheit, Fiskars, Daloplast, Rosti Mepal, Scanwood, Raadvad, Luminarc, Smart Store,
Plast1, Severin, Braun, Moulinex, Philips, Melitta, OBH Nordica, De Longhi, etc.
Private Label Brands Sold: Appetit
Key Marketing Tools & Promotions: E-mail newsletters, social media (Facebook),
campaign brochures, TV commercials, advertising.
Suppliers and Sourcing
Sourcing Strategies
– Global
– Direct from factories
– Direct from vendors / product suppliers
– Through Distributors
Supplier Expectations Regarding
Products:
Must meet quality standards agreed and must be available, with
on-time deliveries, throughout the lifecycle.
Pricing:
Good price-quality relationship.
Other:
All the suppliers and their sub-contractors are asked to comply
with the Dansk Supermarked Code of Conduct for responsible
business practices.
Success Factors and Expansion
Plans & Expectations
Success Factors: Efficient purchasing ensures good quality products at attractive
prices. Focus on the customers’ needs and constant product development in close
collaboration with the suppliers. The Bilka hypermarkets offer a wide range of quality
products at low cost, high seasonal timeliness. Good customer service,
knowledgeable staff.
The Dansk Supermarked profile created by:
Inspired Connection
Piritta Törrö
Tel: +358 (0)400 255 612
Email: piritta.torro@inspiredconnection.fi