Resilient Rimi Baltic Prepares for a New Chapter with Salling Group

Rimi hypermarkets in Latvia form the backbone of Swedish ICA Gruppen’s Baltic operations – and from the second half of year will be handed over to Danish Salling Group. By the end of 2024, 39 of the country’s 140 Rimi stores operated as large-format hypermarkets. Across the Baltics, nearly one-third of all Rimi locations belong to the big box channel. Latvia remains the group’s stronghold, accounting for nearly half of Rimi Baltic’s revenue, with a notable 24% grocery market share—well ahead of Estonia’s 13% and Lithuania’s 7%.

In 2024, Latvia stood out as Rimi Baltic’s fastest-growing market, achieving like-for-like net revenue growth of 3.5% in euros. According to the company, market share gains were recorded across all three countries. This positive momentum was supported by pan-Baltic initiatives, including assortment optimization, cost-efficiency measures, permanent price reductions on 700 items, and a growing private label presence. These efforts contributed to steady earnings improvements, with Rimi Baltic’s adjusted profit margin edging up from around 3.7% in 2022 to approximately 3.9% in both 2023 and 2024—a sign of resilience in a competitive environment. Looking to 2025, the focus will remain on assortment development, promotional pricing, and value-for-money offers, alongside continued investments in loyalty programs and supply chain efficiency.

Interestingly, while hypermarkets have lost appeal in much of Europe, Rimi Baltic continues to see promise in the format. Between 2020 and 2024, six new hypermarkets opened across Latvia and Lithuania. The concept itself stands out: compartmentalized sales floors with U-shaped product bays allow for faster, more intuitive shopping, addressing a familiar challenge in large-store retailing. Shoppers can view full categories from the main aisle before deciding to enter, while self-checkout and scan & go systems have long been standard.

Adding to their distinctiveness, Rimi hypermarkets are renowned for their broad fresh delicatessen range, offering salads, ready-to-eat, and ready-to-heat dishes—all prepared in-house. This culinary focus further cements their place as a standout in the Baltic retail landscape.

Large-area stores are a cornerstone of Rimi Baltic’s retail operations

The concept clearly separates seasonal main aisle placements, end-cap promotions, and standard assortment

Category-based departments are structured as U-shaped product bays

Each department features distinct color coding to improve consistency and differentiation across ranges

In the cosmetics department, impulse items like hair accessories and high-rotation hair care are placed along the back wall to draw traffic inward

Wooden furnishings and wicker baskets in the fruit and vegetable section create a natural atmosphere

Scan-and-go technology is standard in Rimi hypermarkets; bulk items like bakery goods must be weighed for barcode scanning

Rimi highlights its premium Italian private label line under the ‘Selection by Rimi’ banner

Addressing the rising convenience trend, various vegetable-based soups are available precooked in ambient ranges

At the back counter section, Rimi offers freshly prepared meal options and a salad bar

Most dishes are priced between €2.00 and €3.00

Transparent views into the production area foster trust and authenticity

The meat counter features freshly cut selections and a wide range of marinated poultry and BBQ meats

Wall chillers with traditional sausages and charcuterie are dominated by salami and hard-cured products

Exclusive offers for Mano Rimi loyalty cardholders are highlighted with red price posters

Prominent end-cap displays serve as visual signposts for their respective categories

At the entrance to the extensive wine section, Rimi showcases non-alcoholic wines, sparkling wines, and bottles at a €5.99 price point

Frozen goods are positioned near the cash line to minimize defrosting during checkout

Rimi was among the first Baltic retailers to introduce self-checkouts in all stores

Self-checkout zones are integrated into the main cash line, allowing one cashier to assist multiple self-service customers