Irma wanted to test and validate a new strategy for “Irma Urban 2022” among firstmovers. In order to ensure a relevant, market driven, and future-proof knowledge base that can move Irma towards the desired position as Denmark’s leading urban supermarket. To build its position as the urban supermarket which appears as a firstmover, always acting on the latest trends. To end up being the guiding star for other retailers.

Firstmove has assisted Irma in developing of a new strategic platform. Testing How, Why, and Must Win Battles and creating new areas of action. The results are visualised in the new green Irma store on Østerbrogade. Here even the logo itself has embroidered in sustainable colours. Furthermore, Irma in Illum has been transformed into a food house of the future.