SPAR International has officially entered the Icelandic grocery market with the opening of its first two stores under the SPAR Iceland brand.
The first SPAR Iceland supermarkets opened on 6 June in Hafnarfjörður and Reykjavik following a licensing agreement between SPAR International and Drangar hf earlier this year.
The Icelandic expansion will be operated by Samkaup, which is part of the Drangar hf Group.
The launch marks the first time the SPAR supermarket brand has entered the Icelandic retail market.
The new stores are focused on convenience retail, fresh food, bakery products, coffee, and food-to-go categories alongside a wider grocery assortment.
The SPAR Hafnarfjörður supermarket includes more than 3,600 products across a retail area of over 300 square metres. Around 300 SPAR Own Brand products are included in the assortment.
In Reykjavik, the SPAR Barónsstígur supermarket serves local residents, commuters, and tourists in one of the capital’s higher-traffic areas. The store offers more than 4,000 products across approximately 440 square metres of retail space.
SPAR Iceland said convenience, freshness, and competitive grocery pricing will be central to the new market strategy.
Conversion strategy planned across Iceland
SPAR Iceland also confirmed that future growth will mainly come through converting existing local retail banners into SPAR supermarkets.
The company said the Krambúð, Kjörbúð, and 10–11 brands are expected to transition into SPAR stores as the network expands nationwide.
The expansion strategy combines local retail operations with SPAR International’s sourcing network and international supermarket expertise.
The retailer is also targeting Iceland’s tourism market alongside local grocery demand. Iceland currently receives around 2.5 million annual tourists, creating additional demand for convenience and food-to-go retail formats.
SPAR Iceland has also announced a partnership with the FH handball club as part of its local community and sports engagement plans.
The launch of SPAR Iceland adds another international supermarket brand to the Nordic grocery sector while strengthening SPAR International’s presence across Europe.
SPAR Iceland is expected to continue opening additional converted stores during 2026 as the rollout strategy progresses.
Editor’s Note: Information in this article was sourced from the official announcement published by SPAR International and SPAR Iceland regarding the launch of the first SPAR stores in Iceland.
