Coming soon: Salling opens a supermarket chain with lower prices at 15%, and here's what you won't find there.

The Danish giant Salling Group, which owns the Bilka, Føtex and Netto stores, announced in a press release the imminent opening of a new supermarket chain under its umbrella called Basalt. The new chain promises prices 15% lower than the current average prices of goods to mitigate the effects of inflation on consumers.

The plan aims to open the first 10 stores of the new chain before Christmas, offering lower prices on the most purchased products, and to serve as a complement to existing supermarkets.

The new chain will reduce prices by cutting many of the costs related to the way the goods are displayed, as well as the costs of delivering goods to the new chain's stores by reducing the number of deliveries.

This is something you won't find in the new series.
What is striking and surprising is that the new chain will reduce energy costs by 50% by not offering refrigerated and frozen products, as it will only contain a wide range of basic everyday goods such as pasta, oatmeal, flour, bread and a basic range of fruits and vegetables, in addition to health products such as toilet paper and other products, according to the Salling Group.

Furthermore, Basalt's working hours will be from 8 to 19 only on weekdays and from 8 to 16 on weekends, in order to keep fixed costs down, including labor, as well as reducing energy and logistics costs, with the aim of being able to offer products at a lower cost to consumers.

80% offers of products for under 20 kronor
According to the company, more than 80% of goods in the new series will cost less than 20 Danish kroner, and the series will also offer products for less than 10 Danish kroner per product.

The first Basalt store will open on Tuesday, October 11 in Kastrup, and the following two will open in Viby in Jutland and in Helsingør. Seven more stores will then follow in Zealand in the capital region, Jutland and Fyn. The parent company is currently looking for new locations to open 10 stores before next Christmas.