Axfood’s 2017 CMD: Axfood – a strong player in a changing market

Today, 28 November, Axfood held a Capital Markets Day in Stockholm. The focus today was to inform the capital market about Axfood’s updated strategic direction and to increase understanding for how Dagab, Willys, Hemköp and sustainability work create value.  

The food retail market is changing and Axfood is changing with it. During the day, President and CEO Klas Balkow described the trends and opportunities offered by this changing market and Axfood’s response to them.  

Growth is high on Axfood’s agenda and three of the six strategic areas are about maintaining a high growth rate with customers as the starting point. The growth areas are customer offer, customer meeting and expansion. Axfood’s aim is to grow more than the market. Two strategic areas illustrate how efficiency will be further improved, partly through logistics solutions and partly through smarter work approach such as increased digitalization. Tomorrow’s logistics solutions are decisive for profitability within e-commerce and relate, among other things, to automation and e-commerce picking in a dark store in an integrated solution. 

Starting from a low share of food retail, e-commerce in Sweden has a high growth rate which opens opportunities to take an early position. Today, Axfood’s three online concepts reach five million customers. Although e-commerce within Axfood is at an early stage, Axfood is showing significantly stronger growth than the market. It is clear that both Willys and Hemköp are increasing sales through their respective omnichannel strategies.

For further information, please contact:
Cecilia Ketels, Head of Investor Relations, +46 72 23 606 43

This press release was submitted for publication on 28 November 2017, at 5:00 p.m. (CET).

At Axfood we work with passion for food and people. Food that is good and sustainable. Axfood includes the Willys and Hemköp chains as well as Tempo, Handlar’n and Direkten, which are retailer-owned stores organized within Axfood Närlivs. B2B sales are handled through the Axfood Snabbgross chain, and wholesaling is conducted through Dagab. We are also the owner of and Middagsfrid, and a part-owner of Urban Deli and Eurocash. Axfood is listed on Nasdaq Stockholm, and the principal owner is Axel Johnson AB. Read more på

About Us

Axfood AB conducts retail trade through the wholly owned store chains Hemköp, Willys and Willys hemma and wholesale trade through Dagab and Axfood Närlivs. In addition, Axfood collaborates with a number of proprietor-run stores that are tied to Axfood through agreements.