When living in Copenhagen (I still live there a little bit) I loooooved Irma! Good quality products, lots of high end speciality products and organic stuff, sustainable and socially responsible business practice - the only thing I used to dislike was the price. Yikes! It is soooo expensive.
Anyway, when in Denmark I still do most of my grocery shopping here as they have the best selection of organic, whole foods favourites.
But - I spend most of my time in London and Boston, and after a few visits to Whole Foods I have to admit that Irma is nowhere close to their league. There is potential, yes, but still a long way to go.
I guess if Whole Foods came to Denmark Irma would have to evolve or die - but till that happens, Irma rules! read more