Salling Group, Denmark’s biggest retailer, with a market share of 34.9%, has announced the launch of another discount chain of supermarkets, Basalt. The group detailed that it will offer prices even cheaper than conventional discount retailers. Basalt will offer products 15% cheaper than discount store rates on average to consumers. The Basalt retail outlet format carries a smaller range of assortment. The discounter will lower costs by reducing the opening hours of its stores. To further decrease the handling costs, Basalt will provide the products on pallets and pack them directly on the shelves in the store. Basalt will celebrate its ribbon-cutting ceremony on 11 October this year at Amager Landevej in Kastrup.
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