Krónan Unifies Store and Distribution Planning with RELEX

Icelandic grocery chain builds on distribution center success to bring AI-driven forecasting and replenishment to store operations

Krónan, one of Iceland’s leading grocery retailer, is expanding their use of AI-driven forecasting and replenishment capabilities across all 27 stores. Following a successful implementation at its distribution centers in 2024, Krónan is now extending the RELEX platform into store operations to further improve product availability, reduce spoilage, and lower costs across its network. Implementation support will be provided by RELEX partner Supply Chain Company.

Krónan serves customers across Iceland, managing approximately 10,000 SKUs with a strong emphasis on fresh produce and everyday essentials at affordable prices. After seeing measurable benefits from using RELEX for distribution center forecasting and replenishment, the retailer is now taking the next step toward more connected, end-to-end planning.

“Our work with RELEX has given us real confidence in what the platform can do and the value it can create across our operations,” said Bjarki Jónsson, Director of Supply Chain and Logistics, Krónan. “Our goal is to make fresh, healthy food accessible and affordable for our customers. Better planning at every level of our operations helps us do that more effectively, while also supporting efficiency and reducing waste.”

With this expansion, Krónan will build on capabilities already in use at the distribution center, including demand forecasting, replenishment, fresh optimization, and promotion and event planning. Bringing store planning onto the same platform will create a more unified flow from distribution center to shelf, helping teams reduce time spent on manual ordering, lower inventory carrying costs, and improve on-shelf product availability, particularly for fresh categories where forecasting accuracy directly impacts both waste and customer satisfaction.

“We are proud to support Kronan in their continued pursuit of operational excellence and sustainability,” said Olav Pannenborg, CEO, Supply Chain Company. “By bringing smart forecasting and replenishment from the distribution center to every store, they’re cutting food waste and transforming their supply chain efficiently, responsibly, and with measurable impact.”

“We are proud of what Krónan has achieved with RELEX since we began working together, and this expansion reflects the trust they place on the platform,” said Tiina Kanninen, SVP Global Customer Success, RELEX Solutions. “When store and distribution center planning run on the same platform, retailers gain better alignment between demand and supply, enabling more consistent availability, less waste, and stronger day-to-day execution.”