Values at Salling Group help create a unified company – across all chains and functions. The values express what we expect of each other as colleagues at Salling Group, and what others can expect of us.

At Salling Group, it is our culture and values that make us unique. Values are the foundation of our culture, and our culture ensures that we separate ourselves from our competitors. It is shaped by who we are, what we believe, how we work and our ambitions.

Culture in Development 

At Salling Group, we demand a lot of each other because this is what is required for us to maintain our strong position. As we grow, it is therefore natural that we help each other to uphold our unique culture.

Our culture is a strength when it comes to competing within the FMCG market and attracting the most skilled employees. However, we must continue to develop the culture in order to operate the healthiest business and respond to rising expectations, because we have an influence on the daily lives of millions of people.

Values creates confidence

Who we are and how we behave is crucial for other people’s confidence in the company. Whether you choose our stores. Apply for a job with us. Enter into contracts with us. Return time and time again.

Our five values are all important. We will not win your heart, if we only have competitive prices. We will not create growth, if we are only efficient. We cannot operate a healthy company, if integrity is the only thing we have to offer.


We build trust by acting with decency, responsibility and honesty.

Above all, we have integrity. As individuals and as a company. Integrity rests on doing what we say we will do. Acting in accordance with our values. Keeping our promises. Complying with deadlines. Building trust.

Behaving with integrity is expressed in the way we treat each other and our surroundings. Being truthful and fair towards everyone we are in contact with is a principle, even when we have conflicting interests. And we share relevant information with our colleagues openly without compromising confidentiality.

As employees, we must dare to pose questions and stand up for what we believe is right for Salling Group. Once the decision is made, we will loyally execute it.

We carefully consider how our actions affect others. This does not mean that we will never take a decision that others disagree with. It means that we implement it with respect for others and minimize the negative impact as much as we can.


We are driven by the desire to improve everyday life for our customers, our colleagues and the communities we are a part of.

Passion is a strong term. But you can't lead without passion.

Being passionate means being excited about what you do. Passionate about buying bananas. Bicycles. Or budget planning. We want to know everything there is to know within our area of expertise. And we want to inspire others to do their best.

Our founding father Herman Salling built the company on a passionate desire to meet the ever-changing needs of his customers - at exactly the right time, with the right quality, at the right price and in the right location.

His passion lives on in us. With all our potential and enthusiasm, we engage to help Salling Group deliver its goals and ultimately help improve people’s everyday lives.


We embrace change, adapt quickly to new demands and never stop learning.

Retail is a vibrant industry and we love being fast-paced. Flexible. Constantly listening to the changing needs of our customers. Responding immediately.

But we never lose sight of our long-term purpose.

Together, we constructively collaborate when things need to change. We seek development in new challenges and tasks. For the team and for ourselves. We find solutions instead of just pointing out problems. When we don’t succeed, we use the experience to learn how to do better next time. And we never stop learning.

For us, the race never ends. We prefer continuous improvement rather than delayed perfection. This is how we have built and will continue to develop Salling Group.


We aim to win in all areas of the business, seize opportunities and resiliently overcome challenges together.

No reason to deny it. We love to win and hate losing even more. Competition drives us to do our very best and there is nothing we like more than to see Salling Group outshine its competitors.

Competing is just as much about raising the bar for ourselves. Whatever our role is, we want to be better at it than we were yesterday. And the day before that.

Being competitive means working passionately to achieve our goals. And celebrating successes. Not only individually, but also together as a team.

Opportunities are not something we wait for. We create them. We take them. And we don’t let up easily.


We seek simplicity and aspire to create productive and cost-effective ways of working.

Retail revolves around ensuring that customers get value for money, which is why we need to be efficient. Organised. Focused.

We identify the essential and eliminate the rest. Choose simplicity over complexity, and facts over feelings. We utilise each other’s skills and experience to deliver quality on time and on budget.

We rely on each other to work through our existing processes and channels rather than invent our own.

It’s almost an obsession for us to shave away unnecessary costs. Because we don’t want our customers to pay more than they have to.