Innovation Day 2022 – Repeating last year’s success

Salling Group, Denmark’s largest retail group, once again invites talented innovators, suppliers, businesses, and everyone else to Innovation Day 2022. It will take place on November 2rd, 2022, at Salling Group’s headquarters in Aarslev, close to Aarhus, Denmark.

Innovation Day 2022 is a unique opportunity for the participants to present new and creative non-food products and concepts in front of a panel of experts from the various formats. The selected winners will be offered to be part of the group’s future product range on the shelves in Bilka and føtex.

Salling Group is looking for innovative products from around the globe. We are therefore also providing the opportunity for participants outside Denmark to boost the visibility of their creative products at Innovation Day 2022, by offering participation either virtually or in-person.

Read about how to participate in Innovation Day at the bottom of the page.

Success stories

Last year’s participants covered a wide range of categories from baby products to kitchen appliances. At the Innovation Day 2021, 11 creative and innovative products were presented to the jury of experts. Both Deltaco and Epiq successfully presented their concepts and products, and they were both among the winners. After winning Innovation Day 2021, they have experienced great success:

After our application was approved, we were invited to present our concept. Here, we experienced an incredible curiosity and openness from Salling Group about our thoughts and concept. In the subsequent process, we met a very dedicated team, who we collaborated closely with to coordinate the concept and setup. It was a strong sparring, which created a mutual learning and challenge of assortment, planogram, shortcomings in assortment, and the potential long term development opportunities as well as the actual execution in the stores. It was therefore a very positive experience, which I am convinced has helped us to get such a strong concept, says Head of B2C Nordic, Peter Panduro Lundbergh


We had an idea that if a softice machine was to be launched for home use and not just professional use, we would need a retail chain that had both offline and online sales channels. At the same time, it had to be a retail chain that was willing to build an entire concept around the machine - otherwise the project would not succeed. Salling Group was impressively quick to set up a collaboration across the categories, so that it was not only a softice machine, but a large selection of both food and non-food products, which naturally fit into the machine. There is no doubt that this has contributed to the sale of the machine being a great success for both parties, says the CEO of Epiq, Brian Jensen.

Pre-Innovation Day

This year, the format will change slightly, and we will implement a Pre-Innovation Day in October. For this event, selected applicants will be asked to share product samples which will be assessed by Salling Group’s Category Managers. The best products will subsequently be designated, and corresponding suppliers will be invited to participate at the Innovation Day 2022.

Key dates and deadlines for Salling Group’s Innovation Day 2022

August 31st: Deadline for submitting application to
September 14th: Invites to Pre-Innovation Day are distributed
October 3rd: Deadline for sending product samples to Salling Group HQ, Aarhus, Denmark to be reviewed and evaluated at the Pre-Innovation Day
Primo October: Pre-Innovation Day 2022 takes place at Salling Group’s headquarters in Aarhus, Denmark
October 14th: Invites to Innovation Day are distributed
November 2rd: Innovation Day 2022 takes place at Salling Group HQ, Aarhus, Denmark

Apply now!

All applications will be assessed based on the products’ contribution to the existing market, the attractiveness to customers, the products’ degree of ingenuity, as well as the products’ potential brand value and profitability. Interested participants can submit their application to Innovation Day 2022 until August 31st.

Please share your application here

Applications should be sent to