Rimi Baltic Group Market Research Report

Background

Rimi Baltic Group is a leading retail operator in the Baltic states, encompassing Estonia, Latvia, and Lithuania. Established in 2004, the company operates under four primary store formats: Rimi Hypermarkets, Rimi Supermarkets, Rimi Mini, and Rimi Express. As of July 2025, Rimi Baltic manages 314 stores across the region, with 84 in Estonia, 140 in Latvia, and 90 in Lithuania. The company's mission is to "drive better choices by making them affordable," and its vision is to "make everyday a little easier." Rimi Baltic is headquartered in Riga, Latvia, and employs over 11,000 individuals.

Key Strategic Focus

Rimi Baltic's strategic focus centers on providing a diverse range of quality food and non-food products through its various store formats:

Rimi Hypermarkets: Offer a wide selection of products at competitive prices.

Rimi Supermarkets: Serve as comprehensive everyday stores with fresh food and personalized service.

Rimi Mini: Convenient neighborhood stores for quick and easy shopping.

Rimi Express: Provide meals and groceries on the go.

Since 2020, Rimi Baltic has expanded its e-commerce platform, offering home delivery, Rimi Drive (drive-in pickup), and Click & Collect services across all three countries.

Financials and Funding

In 2024, Rimi Baltic reported sales of SEK 21.874 billion (€1.913 billion) and an operating profit of SEK 849 million, achieving an operating margin of 3.9%. These figures reflect a strong second half of the year, attributed to cost efficiency measures and optimized assortments.

In March 2025, ICA Gruppen agreed to sell Rimi Baltic to Denmark's Salling Group for €1.3 billion, excluding debts. The European Commission approved the acquisition in May 2025, and the transaction was completed on June 2, 2025.

Technological Platform and Innovation

Rimi Baltic leverages technology to enhance customer experience and operational efficiency:

E-commerce Platform: Offers online shopping with multiple delivery and pickup options.

AI-Based Markdown System: Automates discounts on products nearing expiration, integrated into the Rimi app to reduce food waste.

"Empty Your Fridge" Service: An AI-driven tool that suggests recipes based on available ingredients, helping customers minimize food waste.

Leadership Team

Rimi Baltic's leadership team comprises experienced professionals:

Giedrius Bandzevičius: Head of Rimi Baltics

Valdis Turlais: Head of Rimi Latvia

Vaidas Lukocevičius: Head of Rimi Lithuania

Kristel Mets: Head of Rimi Estonia

Irina Brize: Chief Financial Officer

Mecislavs Maculevics: Head of People & Culture

Vaido Padumae: Head of Commercial Operation

Antons Antonenkovs: Head of IT

Kristine Pojasnikova: Head of Supply Chain & Logistics

Zane Ermansone: Head of Digital Development

Gita Rudovica: Head of Format Development

Martins Kezberis: Head of Strategy

Competitor Profile

Market Insights and Dynamics

The Baltic retail market is competitive, with several key players:

Estonia: Coop Eesti leads with a 24.4% market share, followed by Selver (18.3%), Maxima (17.6%), and Rimi (13.4%).

Lithuania: Maxima holds the largest share with 251 stores and €2.143 billion in revenue, followed by Iki (231 stores, €888 million), Lidl (80 stores, €871 million), and Rimi (90 stores, €453 million).

Competitor Analysis

Maxima: Operates extensively across the Baltics, offering a wide range of products and services.

Coop Eesti: A cooperative with a strong presence in Estonia, emphasizing local products and community engagement.

Selver: Part of Tallinna Kaubamaja Grupp AS, known for its customer service and product variety.

Lidl: A discount retailer expanding rapidly in the region, intensifying price competition.

Strategic Collaborations and Partnerships

In December 2023, Rimi Baltic sold its 94,000 square meter distribution center in Riga to East Capital Real Estate for approximately SEK 1 billion. Rimi Baltic remains the sole tenant under a 15-year lease agreement, allowing the company to focus on core retail operations while ensuring efficient logistics.

Operational Insights

Rimi Baltic's competitive advantages include a diverse store portfolio, a robust e-commerce platform, and a commitment to sustainability. The company's focus on reducing food waste, promoting healthy lifestyles, and supporting local communities differentiates it in the market. The recent acquisition by Salling Group is expected to provide additional resources and expertise to strengthen Rimi Baltic's market position.

Strategic Opportunities and Future Directions

Rimi Baltic aims to enhance its market share by expanding its e-commerce services, optimizing store operations, and introducing innovative solutions to meet evolving customer needs. The company is committed to achieving net-zero operations by 2030 and continues to invest in sustainable practices. Leveraging Salling Group's resources, Rimi Baltic is well-positioned to navigate the competitive landscape and drive growth in the Baltic retail market.