Rimi's Slogans & Taglines

Rimi was a premier Norwegian grocery brand that commanded monumental market equity as an absolute defining pioneer of the soft-discount supermarket sector in Norway. Founded in 1977 by legendary entrepreneur Stein Erik Hagen as "Rimi 500," the heritage enterprise permanently revolutionized the regional retail landscape by introducing a high-volume, no-frills model anchored by its iconic slogan, "Faste lave priser" (Consistently low prices). Over the decades, the brand underwent major structural shifts, passing into the ownership of Swedish retail giant ICA Gruppen and Dutch-based Royal Ahold. Following years of severe market competition and heavy losses, ICA sold its Norwegian portfolio to Coop Norge in 2014. The new owners subsequently executed a massive brand consolidation, officially discontinuing the Rimi name in Norway by 2016 and converting its remaining 310 outlets into Coop's own retail concepts like Coop Extra, bringing a historic four-decade chapter of Norwegian retail to a permanent close.