Its main competitors are the dominant Salling Group (covering Netto, Føtex and Bilka), REMA 1000, Dagrofa (covering SPAR, Meny and Kiwi) and Lidl. With around 1,200 supermarkets, discount stores and hypermarkets in Denmark, Coop Danmark operates the following stores: Kvickly, Brugsen, SuperBrugsen, Dagli'Brugsen, LokalBrugsen, Fakta, Irma. Coop Danmark and its subsidiaries have more than 36,000 employees and post a yearly turnover of 50 billion DKK. In April 2017, Coop Danmark launched a digital crowdfunding platform in cooperation with Lendino. Major projects includes the development of environmentally friendly cattle feeding with a budget of 2.5 million DKK, an apple orchard on Fejø for 660.000 DKK, and a whiskey distillery on Ærø. Irma supermarkets Irma, a supermarket chain now operated by Coop Danmark, was founded in 1886 by Carl Schepler as a small grocery store selling eggs in Ravnsborggade in Nørrebro, Copenhagen. The chain is the second oldest groceries chain in the world, after Marks & Spencer. As of 2015, the chain had 80 stores, mostly located in the Metropolitan Copenhagen area. Irma is quality-oriented mainly aiming for quality-conscious and environment-aware customers by focusing on fresh and organic products as well as packaging. Therefore, the stores have a great variety of organic products compared to other Danish supermarket, and packaging containing PVC and excessive amounts of aluminium are banned from the shelves. The same goes for chlorine-bleached products. Irma banned battery cage eggs in 1994, 8 years before it was banned by the European Union. In 2007, Irma set a world record with 29,9 of its total sales being organic food. Irma has a goal of having organic products accounting for half of its total food sales before 2025. In 2015, Irma was named the most sustainable brand in Denmark, a title which parent company Coop won in 2016. Starting in 2001 Irma began operating an express version of the store, known as Irma City. These stores were smaller than the normal Irma, with longer opening hours and a range of organic take away food. In 2015, it was announced that Irma City stores would be replaced by the new concept Lille Irma (Little Irma), where the customers would have a say in the selection of goods available in the stores. The Lille Irma concept is planned to have fully replaced Irma City by the end of 2017. In April 2008, Irma took over the grocery departments Mad & Vin (Food and