Prís opens with promise of lower prices in Kópavogur, Iceland

The grocery store Prís officially opened today in Kópavogur, with the promise of lower prices compared to competitors Bónus and Krónan. The store’s manager, Gréta María Grétarsdóttir, expressed her excitement at the opening, emphasizing the significant effort that went into making this project a reality.

Prís operates solely on a self-service basis to keep prices low, and initial pricing surveys show that the store is typically five to ten percent cheaper than its rivals for over 200 items. Customers have responded positively, with many noting the competitive pricing and a fresh selection of products. One customer, Bjarki Freyr Bjarnason, remarked on the appealing prices and variety, while another shopper, Kristín Birgisdóttir, agreed, stating that the store offers very good prices.

Shoppers hope the entry of Prís into the market will prompt other stores to lower their prices as well. Some customers expressed concern that prices might rise again, but overall they are optimistic about Prís maintaining its pricing strategy. The unique staff uniforms—resembling sports jerseys—underscore a team spirit aimed at enhancing market competition, as noted by Gréta María.

In response to the competitive landscape, there have already been price drops at Bónus, especially on certain products, indicating market adjustment following Prís’s launch. Benjamin Julian Dagsson from ASÍ’s price monitoring unit confirmed that while some prices at Bónus have decreased, the most significant savings are seen on specific items, like home-brand bread.

Overall, the opening of Prís has generated positive customer feedback and could signal beneficial changes to grocery pricing in Iceland.