Willys is Sweden’s leading discount chain, with 196 stores, of which 48 are Willys Hemma. Willys is the food store for priceconscious customers, featuring a wide product selection and rich offering of fresh products. Willys offers its customers
“Sweden’s cheapest bag of groceries”.
Through environmental initiatives and an attractively priced range of organic products, Willys adds further value by also offering “Sweden’s cheapest bag of organic groceries”. Large households and families with children are Willys’ priority customer categories.
Willys Hemma is a smaller version of Willys. Willys Hemma aims to be the natural choice for cost-conscious customers who want to meet their daily shopping needs close to home.
|Change in like-for-like sales (%)
|Operating margin (%)
|Number of Group-owned stores
|Average number of employees during the year
|Private label share (Willys/Willys hemma)
Amounts in SEK m unless otherwise indicated
Willys takes the role as challenger in the market and shall set the trend in the discount food retail segment by offering“ Sweden’s cheapest bag of groceries”, with a wide and varied product selection.
Willys stores can be found nationwide in shopping centres and other locations just outside city centres. A few also have central city locations. Willysstores range in size from 1,100 to 4,700 square metres of retail space and approximately 9,000 items, while Willys Hemma stores range from 300 to 1,200 square metres, with approximately 5,000 items.
Collaboration with the Swedish Society for Nature Conservation
To step up the pace of environmental work an environmental collaboration was entered into with the Swedish Society for Nature Conservation (SSNC). Willys has ecolabelled all of its stores with SSNC’s Bra Miljöval (“Good Environmental Choice”) designation. The Bra Miljöval label certifies that stores have ample access to ecolabelled and organic products, and that they have adopted good environmental practices in general, such as through ambitious waste sorting, recycling and energy efficiency programmes.