Axfood (AXFO) CMD 2025 summary

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

• Willys aims to open at least 10 new stores per year and upgrade over 20 stores to the Willys 5.0 concept in 2025, targeting market leadership by 2030.

• Hemköp focuses on price value, fresh produce, meal solutions, and sustainability, aiming to lead in every local market by 2030.

• City Gross is undergoing a turnaround with new management, operational restructuring, and a focus on profitability by the second half of 2026, aiming to be Sweden's affordable food market by 2030.

Business segment updates and operational investments

• Snabbgross seeks to become Sweden's most affordable restaurant wholesaler by 2030.

• Dagab continues to invest in logistics, with a fully operational automated center in Bålsta and plans for a new center in Kungsbacka.

• Over 100 AI models have been implemented to enhance processes, workflows, and customer interactions.

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

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

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.

• Tech-driven transformation includes new store platforms, AI-powered merchandising, and advanced logistics, supporting efficiency and customer personalization.

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

• Expansion plans include accelerating store openings, especially for Willys and Hemköp, and modernizing existing stores to enhance customer experience.