Søstrene Grene invests DKK 380 million in automated logistics

The automation strategy centers on the retailer’s distribution centre in Aarslev, where inbound robotic systems now handle incoming goods. The technology extends to e-commerce, where mobile robots pick online orders, feeding into automated packing lines that optimize box space and cut packaging waste. Management emphasizes that the shift is intended to improve operational efficiency and reduce CO2 emissions rather than reduce headcount. Instead, employees are being retrained to manage specialized tasks, shifting away from heavy manual lifting to safer, technology-supported roles.

Beyond warehouse logistics, the brand is digitizing its customer touchpoints through a rollout of ReceiptHero’s technology. This system uses card-linking to deliver digital receipts instantly, reducing paper waste and providing the retailer with new avenues for marketing and app engagement. By combining these back-end logistics upgrades with front-end digital customer experiences, Søstrene Grene is positioning its infrastructure to support significant physical expansion over the coming years.