On January 14, 2025, Tokmanni Oy, one of Finland’s most popular variety discount retailers, launched an agreement in which SPAR International provided a license to operate the brand in Finland.
Tokmanni Oy, known as the biggest variety discount retailer in Finland, has now formed a business deal with SPAR International which gives Tokmanni the right to use the SPAR brand in Finland without facing competition. The goal of this collaboration is to change the grocery retail market in Finland by using SPAR’s valuable grocery retailing expertise combined with Tokmanni’s knowledge of local market demand.
Within the scope of this agreement, Tokmanni is planning to expand its assortment to include a variety of SPAR foods, especially in the fresh food departments. The retailer plans to change its fresh food section branding to SPAR, which would improve the assortment and quality of foods for Finnish consumers. A SPAR branded food department is set to open in the summer of 2025, with the promise of all 20 of Tokmanni’s fresh food departments switching to the SPAR method over the course of the following years.
Mika Rautiainen, President and CEO of Tokmanni Group commented positively toward the collaboration by saying, “This is a wonderful business collaboration and I am deeply satisfied and look forward to it. Through the partnership, we are going to change the Finnish grocery retail landscape during the upcoming years. Our grocery business is set to grow, thanks to the scale and capabilities of SPAR International. New products and low prices will boost Tokmanni’s competitiveness in Finland, and especially in food business.”
This partnership is set to benefit Finnish consumers by providing a wider selection of goods and more attractive prices. The partnership combines Tokmanni’s understanding of the domestic market with the international reach and operational know-how of SPAR International, which helps to deliver excellent value and a great shopping experience.
SPAR International’s Chief Executive Officer, Tobias Wasmuht commented on this partnership by saying that, “The possibility to establish SPAR’s brand in the Finnish grocery retail market using Tokmanni’s partnership with us is very impressive. This partnership allows Tokmanni to benefit from the international experience and reach of SPAR International Global while keeping their honest bond with the Finnish consumer base.”
Relatedly, this also means that the International SPAR brand will expand their reach into Finnish markets with the help of Tokmanni’s existing connections to retail and their audience. In addition, Tokmanni’s knowledge in various non-food segments will help them leverage growth opportunities in the SPAR network too.
With Tokmanni adopting more of SPAR’s products and concepts, Finnish consumers can expect to have an elevated shopping experience and increased options. This partnership is a first of its kind in Finland’s grocery retail markets, allowing them to serve customers with sustainable growth and better value.