CO+ launches Irma in Japan 

CO+ helped define the concept and CEO of CO+, Peter Misir states that it’s been an interesting and exciting journey to be a part of.

“Japanese tourists no longer need to travel thousands of kilometers to get their hands on items with the classic Irma-girl. The Danish supermarket chain has signed an agreement with the exclusive department store Isetan in Tokyo, to sell goods with the Irma-girl as an eye catcher.”



The Task:

The task was to take advantage of the potential that Irma has on the Japanese market. Japan has a huge interest in Scandinavian products and food. Co+ examined whether there was an opportunity for Irma to enter the Japanese market and if so, how this market should be addressed.

The Solution:

Co+ developed a concept manual for Irma, which was based on a long-term strategy process in close collaboration with Irma’s commercial management and Coop’s purchasing department. Co+ recommended Irma to introduce themselves and their products in Isetan – the world’s largest department store and on the basis of this, penetrate the Japanese market.