A viewer of the TV24 program “Uz līnijas” reported that Rimi stores in Latvia, including locations in Jelgava, Dobele, and Riga’s Pulkvieža Street, are undergoing reformatting, with customers struggling to locate familiar products. The changes follow the June 2025 acquisition of Rimi Baltic by Denmark’s Salling Group for 1.3 billion euros, replacing Sweden’s ICA Gruppen, which had managed the chain since 2007.
What Happened
The reformatting includes changes to product availability, with some items replaced by Salling Group’s private-label offerings. By October 2025, 123 new products, including groceries and household items, were introduced, according to Rimi. However, customers report that familiar products are harder to find, turning shopping trips into “a quest,” as described by the TV24 viewer.
Salling Group Ownership May Change Rimi Pricing Strategy
The transition coincides with Salling Group’s ownership, which has historically prioritized affordable pricing in other markets, contrasting with Rimi’s traditional mid-to-higher price positioning. Henriks Danusevičs, president of the Latvian Traders Association, noted the uncertainty surrounding Salling’s strategy, which could affect store operations. With 314 Rimi stores across Baltic states and over 11,000 employees, the chain’s adjustments could impact store operations.
What May Happen Next
Salling Group’s long-term strategy remains unclear. While the company pledged to maintain Rimi’s “familiar concept,” the current reformatting suggests a move toward cost-focused offerings.
Did You Know? Rimi Baltic’s 2025 acquisition by Salling Group included 314 stores across Latvia, Lithuania, and Estonia, with over 11,000 employees.
Expert Insight: The reformatting reflects the tension between Salling Group’s cost-driven model and Rimi’s established pricing strategy. The chain’s adjustments may lead to uncertainty, as long-term impacts depend on whether Salling prioritizes affordability or maintains Rimi’s current positioning.
Frequently Asked Questions
When did Salling Group acquire Rimi Baltic?
Salling Group purchased Rimi Baltic in June 2025 for 1.3 billion euros.
How many Rimi stores are operational in the Baltic states?
Rimi Baltic operated 314 stores across Latvia, Lithuania, and Estonia at the time of the acquisition, as stated in the report.
What changes were introduced to Rimi’s product assortment?
In fall 2025, 123 new products under Salling Group’s private label were introduced, replacing some ICA Gruppen items and adding new categories like household and hygiene products.
How might Rimi’s reformatting affect consumer behavior in Latvia?
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