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Axfood (AXFO) investor relations material

Axfood CMD 2025 summary

Complete event summary combining all related documents: earnings call transcript, report, and slide presentation.
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CMD 2025 summary18 Sep, 2025

Strategic direction and market positioning

  • Focus on strengthening all retail concepts, leveraging a house of brands and integrated operating model to address diverse consumer needs and drive growth across all market segments in Swedish food retail.

  • Ambitions towards 2030 include expanding and optimizing the store network, achieving world-leading operational efficiency, and maximizing business value through digitalization, automation, and AI.

  • Key brands Willys, Hemköp, and City Gross each have tailored strategies for growth, with Willys aiming to lead in discount, Hemköp focusing on local wins, and City Gross targeting hypermarket affordability and a turnaround by 2026.

  • Integrated value chain and scale enable cost efficiencies, rapid response to market changes, and competitive pricing.

  • Emphasis on sustainability, health, and stakeholder value, with targets for reduced food waste, lower carbon footprint, and increased share of sales from sustainability-labeled products.

Brand and concept development

  • Willys leads the discount segment with accelerated store expansion, strong brand equity, high customer satisfaction, and a robust e-commerce and loyalty program.

  • Hemköp is strengthening its value proposition, digitalizing campaigns, expanding meal solutions, and outperforming peers in traditional grocery with a hybrid store model.

  • City Gross is undergoing a turnaround with new management, operational efficiency initiatives, brand revitalization, and a new store concept launching in 2026.

  • Private label share of sales has grown to 33%, with continued potential for expansion, contributing to differentiation and profitability.

  • Continued investment in digitalization, automation, and AI to optimize assortment, pricing, logistics, and customer engagement.

Technology and digital transformation

  • Ongoing digital transformation includes investments in unified commerce, automation, AI, and scalable IT infrastructure to enhance efficiency and customer experience.

  • AI and data analytics are embedded across the value chain, from assortment planning and logistics to personalized customer engagement and campaign planning.

  • Partnerships with technology providers and cloud-based solutions have improved business agility and cost efficiency.

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Frequently asked questions

Axfood is a retail and wholesale business operating in the grocery market. The purpose of Axfood's activity is to develop the food retail and wholesale businesses in Sweden to be profitable, sustainable and responsible for a selection of good quality food at attractive prices, with attractive shopping environments and an efficient supply chain where all stakeholders benefit from growth. Their business has grown strongly over time and their main markets are food, alcohol and tobacco products, as well as various personal care and general merchandise items.

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