Improving everyday life

Our purpose is to improve everyday life – for our customers and for the society we are a part of. We do this through more sustainable solutions, the best customer value, job opportunities for all and donations to good causes through our owners, the Salling Foundations.

Best at creating customer value

We strive to be our customers’ trusted partner in their everyday lives. We continuously invest in activities and new solutions that our customers find valuable, inspiring and helpful.

Our focus is on:

  • Better & easier shopping
  • Broad range & competitive prices
  • Inspiration & relevance
  • Modern stores


More sustainable solutions

We believe that the majority of our customers would like to increase their share of responsible shopping. We nudge our customers with affordable prices, step-by-step solutions, label transparency and visibility in our stores and actively seek to reduce our impact on climate and environment.

Our focus is on:

  • Animal welfare
  • Organic products
  • Food waste
  • Plastic
  • Recycling
  • Carbon Footprint


Opportunities for everyone

A significant contribution to improving everyday life in society is creating job opportunities for people at all educational levels. We are a diverse organisation with more than 50.000 colleagues and we also have room for people who need a little extra help to gain foothold in the job market.

Our focus is on

  • Jobs at all levels
  • Diversity
  • Education
  • Career
  • Leadership


Profit used for good via Salling Foundation

Part of our profit is donated to good causes through our owners, the Salling Foundations. Since 2012, the Salling Foundations have donated DKK 1 billion to projects that help improve everyday life in our society.

The foundation's focus is on:

  • Culture
  • Sports
  • Education
  • Social Work