Willys brings lower grocery prices to Norrtälje

Tomorrow, Tuesday, 3 May, a newly built “Super-Willys” store will open for business in Norrtälje. “Super-Willys” features an extended range of non-food products in the areas of kitchen supplies, electronics, textiles and toys. Willys’ business concept, to offer Sweden’s cheapest bag of groceries, also characterizes the price position of these extended product categories.

The trend in the retail food market is moving towards one-stop shopping. “Super-Willys” is an effort to meet this demand in the discount segment. By providing access to attractively priced electronics, kitchen products, textiles, toys, etc., Willys aims to create a practical and convenient discount store where shoppers can find just about any household item. Willys plans to open 15 “Super-Willys” stores in the coming three years. “Super-Willys is a natural outgrowth of an already highly successful store concept,” says Anders Strålman, President of Willys AB. “We are now seriously stepping up the competition in Norrtälje.” The new store is located in a newly built property at Baldersgatan 27, Knutby Torg. The store manager is Jan Öster, a former manager for a Vivo store. “We are looking forward to offering the people of Norrtälje lower grocery prices,” says Öster. Willys is today Sweden’s largest discount food chain, with a wide range of products and a special focus on fresh products such as fruits and vegetables, meats, and dairy products. The stores have an offering of some 7,500 items, covering 95% of consumers’ annual food purchases. Willys’ grocery prices are among the lowest in Sweden. The main factor behind the low prices is that the stores are run highly efficiently with low overhead. This efficiency is achieved, among other things, through purchases of large volumes by a central purchasing organization. With this new addition the Willys chain now includes 93 stores. The goal is to have 120 wholly owned stores by 2008. Axfood also has 45 Willys hemma stores, which is a chain of small discount stores. For further information, please contact: Anders Strålman, President, Willys AB, tel +46-708-37 88 37 Jan Öster, store manager, “Super-Willys”, tel +46-701 10 41 40 Bodil Hornbäk, Public Relations, Willys AB, tel +46-702-99 50 29 Additional information: www.axfood.se and www.willys.se