1 Axfood was founded around the turn of the millennium as a family business with a simple idea—to source the best food products from the best wholesalers and retailers and present these to customers through the finest stores in Sweden. After two decades as Sweden’s second-largest food retailer, the group’s vision is still the same—offering the nation a broad range of healthy, affordable, and sustainable food options delivered in the smoothest and most convenient way, whether in-store or online. To this end, Axfood develops and operates a range of brands within the Swedish food retail market, each well-positioned to offer the best customer experience for its target group. Purchasing and logistics for all food concepts are conducted by a joint-group organization—a collaboration that

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