Axfood AB (publ) (AXFO) Earnings Call Transcript & Summary
July 15, 2026
Earnings Call Speaker Segments
Alexander Bergendorf
executiveGood morning, everyone, and welcome to the Axfood Second Quarter 2026 Earnings Presentation. My name is Alexander Bergendorf, Head of IR here at Axfood. With me today are Simone Margulies, President and CEO; and Anders Lexmon, CFO. In the Investors section of our axfood.com website, you will find the presentation materials for today's call. We encourage you to have that presentation at hand as you listen to our prepared commentary. After the presentation, we will be taking questions. A recording of this call will be made available on our website. With that, I will now hand over the word to Simone. So please go to Page #2.
Simone Margulies
executiveThank you, Alex. Axfood maintained a high level of activity during the second quarter with focus on further strengthening presence, competitiveness and efficiency. We delivered positive growth and increased earnings against high comparison figures in a market characterized by food price deflation. We are well positioned for the future and continue to pursue our long-term strategic plan, while we, at the same time, implement targeted tactical measures to strengthen our growth also in the short term. Turning to Page 3. With that very brief introduction, let me now take you through recent market developments and Axfood's second quarter performance. So let's move on to Page 4. Market growth amounted to 3.7% during the quarter, which was a somewhat lower level on a sequential basis. However, compared to the first quarter this year, there was deflation in food prices that impacted market growth negatively. As you all probably know, the VAT on food was reduced on April 1 from 12% to 6%, and this was fully reflected in the price development on the market. But also excluding that effect, there was deflation, mainly driven by lower prices in the dairy category. In total, the annual rate of deflation was minus 6.2%, including VAT according to Statistics Sweden. And excluding VAT, the deflation is estimated at minus 0.9%. Adjusting for the deflation and a negative caln effect of minus 0.3%, market growth was strong at 4.9%. It is, of course, still early days to determine how the reduced VT has affected consumer purchasing behaviors. But that said, the second quarter development of the market clearly shows an improved volume trend. At the same time, the world around us remains uncertain, and it's also clear that consumers continue to focus on price value. Next slide, please, #5. Axfood's retail sales increased 2.1% in the second quarter, also driven by higher volumes. We faced high comps from last year, and we really outperformed the market then by quite a large extent, and this is evident if you analyze the development over a 2-year period. This is shown in the chart to the right on this slide. Last year, we also had contribution from City Gross. Despite the strong sales increase last year, deflation and the negative calendar effect, growth did not reflect our ambitions. We are now on Page 6. Consolidated net sales for Apotea grew just below 1% in the quarter. And as I just mentioned, this was mainly driven by higher volumes. The development varied between our various retail chains, Hemköp really stands out this quarter with continued very strong growth. As for City Gross, as a reminder, total growth continues to be impacted by store closures. So please go to the next page, #7. In all, we report increased earnings in the quarter despite the lower growth. Group operating profit increased to SEK 964 million, and the operating margin was higher at 4.2% Operating profit included items affecting comparability of minus SEK 8 million related to City Gross. Last year, items affecting comparability also related to City Gross and amounted to minus SEK 25 million. On an adjusted basis, operating profit increased to SEK 972 million, and the margin was flat year-over-year, amounting to 4.2%. The improved profit was primarily driven by higher sales volumes, a stable gross margin trend and effective cost control. Earnings were negatively impacted by deflation and also cost of SEK 40 million due to higher fuel prices. Joint Group reported a narrowed operating loss, partially due to cost savings from our measures to improve efficiency within and between the group's support functions, including workforce reductions. Let's now turn to Willys on Page 8. The high comps we faced this quarter was mainly in Willys. Last year, Willys really outperformed the market as growth in the period amounted to 10.2%, and compared to 6.1% of the market. In addition, Wheels growth this quarter was negatively impacted by deflation. In all, we grew 1% in total and minus 1% on a comparable basis. With the negative growth in like-for-like sales, earnings declined to SEK 524 million, corresponding to an operating margin of 4.2%. The gross margin development was stable. I will get back to Willys development and strategic agenda later in this presentation. But for now, let's turn to Page 9 and Hemköp. As I mentioned, Hemköp continued to demonstrate a very strong performance in the second quarter and clearly increased its market share once again, delivering Growth was driven by higher volumes with an increase in customer traffic. And in addition, a higher average ticket value contributed positively. On the other hand, deflation impacted growth negatively. Like-for-like growth was also very strong. In total, operating profit increased to SEK 123 million, and the operating margin was also higher at 5.4%. The development was mainly the decreased sales volumes, a stable gross margin and solid cost control. Turning to Page 10. With the City Gross acquisition, we have taken position active hypermarket segment and work to develop the chain so that it can become a long-term competitive player is ongoing. This quarter, City Gross once again delivered a positive profit development with a narrowed operating loss. In total, the loss amounted to minus SEK 11 million on an adjusted basis, corresponding to an operating margin of minus 0.5%. And City Gross reported somewhat weaker growth this quarter, so the improvement was mainly due to effects from structural measures as well as efforts to streamline operations. On a reported basis, the operating loss amounted to minus SEK 3 million, which corresponds to an operating margin of minus 0.1%. This included the items affecting comparability I mentioned, which refers to structural measures for stores. In late May, City Gross closed historian Stockholm, it's 4 store closures so far. Later this summer, City Gross will be closing down the [indiscernible] store, which will be converted to Willys during the fall. We are now on Page 11. [indiscernible] sales were unchanged compared with the corresponding quarter last year, both in total and on a like-for-like basis. Earnings were just slightly below last year. The gross margin stable, but the weak sales development could not offset the cost inflation. In total, operating profit amounted to SEK 93 million corresponding to an operating margin of 5.8%. Next, Page #12. Dagab is on quarter net sales increased by approximately 1%. As for the development in our retail chains, growth was negatively impacted by deflation, so also here, the development was driven by higher volumes, mainly to Dagab's food retail customers and especially Hempco. Operating profit amounted to SEK 280 million and the operating margin was 1.3%. We Earnings were negatively impacted by deflation, market investments and increased cost due to higher fuel prices, which I mentioned earlier. Improvements in productivity from our new logistics structure had a positive impact on the profit development. Startup continues to optimize the flow goods to further improve efficiency and productivity but also continue to invest in transports with ambitions of electrifying 50% of its vehicle fleet by 2030. In addition to investments in logistics, the company maintains a high pace of assortment development launching 6 new products and our private label brand during the quarter. That concludes the first part of today's presentation. Now it's time for me to give -- hand over to our CFO, Anders to take you through the financials. And we are now on Page 13. But please go to the next page, #14, and Anders, please go ahead.
Anders Lexmon
executiveThank you, Simone. During the first half of the year, net sales for the group increased 1.7% to almost SEK 45 billion. Retail sales increased 2.9% and which was lower than the market in total over growth amounted to 4%. Adjusted operating profit increased 4% to almost SEK 1.8 billion. The adjusted operating margin increased by 0.1 percentage points to 4%. Next, Page 15. During the second quarter, the cash flow was minus SEK 47 million, SEK 86 million lower compared to last year. Cash flow from operating activities and net working capital was negatively impacted by the VAT cut on food from 12% to 6% as of the first of April. The negative cash flow on investment activities of minus SEK 376 million in Q2 was somewhat lower compared to last year, mainly driven by lower investments in warehouses and investments in our retail operations were in line with last year. The increased cash from financing activities was explained by lower credit facilities compared to Q2 last year. By the end of Q2, Axfood utilized approximately SEK 2.8 billion of our credit facilities compared to SEK 3.1 billion by the end of Q1. Please turn to next page, Page #16. Net debt increased compared to year-end 2025 due to higher leasehold debt utilization of credit facilities and lower level of cash. The net debt-to-EBITDA improved compared to Q1, thanks to a strong EBITDA development and the lower net debt. The equity ratio amounted to 19.1%, which was lower than in December 2025, and due to the dividend, the Q2 equity ratio was, however, 0.9 percentage points higher compared to Q2 last year. Investments, excluding leasehold debt and acquisitions amounted to SEK 927 million during the first 6 months. Year-to-date, we have established 7 new group owned stores, which was in line with this year. Compared to last year, investments in store tech men and warehouse automation has increased while investments in IT and trucks has decreased. Please turn to next page, Page #17. Axfood has a solid negative net working capital. The reason AAT cut has, however, had a negative impact and consequently, the 12-month rolling KPI was negatively impacted in the first 6 months. Capital employed has increased in recent years, mainly due to the acquisitions of Verandas Food and City go as well as investments in our Borstar Logistics Center. The level of capital employed has, however, decreased slightly since year-end, as equity was reduced not only by dividend paid, but also the dividend to be paid in Q3. This effect was partly offset by higher lead thanks to improved earnings and the reduced capital employed, ROCE improved by 0.9 percentage points compared to 2025. And with that, Simone, I'm finished with my presentation. So I hand over to you again.
Simone Margulies
executiveThank you, Anders. We are now on Page 18, and it's time for me to give you a more detailed update on our strategic agenda and priorities. So let's turn to Page 19. We have a clear house of brand strategy in our group, and this makes us unique in Swedish food retail. We aim to deliver the strongest customer experiences, and we are present in all segments of the market with our different concepts. So please next Page #20. With a continued strong position, will assist the store chain most recommended among households. Willys continues to develop its customer meeting and upgrade the store network to the latest Willys 5.0 store concept. By the end of the year, 70 while store in total will be according to the Willys 5.0 concept. At the same time, new Wheeler stores are being opened at a rapid rate to reach even more consumers. And the total store count is now 254. We're seeing strong growth in both newly established and refreshed stores. Just recently, Wells passed the milestone of 4 million members in its Willys Plus loyalty program. So it clearly has very wide reach what it can build on. We list also focuses on increasing the growth rate in the short term through targeted tactical measures. We are now on Page 21. With prime store locations and an attractive affordable assortment focused on inspiration and sustainability, Hempsho momentum continued strong, and its growth was double the rate of the market in the second quarter. This really is the long-term work to strengthen the train market position. Hempship also continued to invest in modernizations of existing stores to further improve the customer experience. In total, Hemkop has 2.2 million members in Club Hemkop Loyalty Program. Turning to Page 22. For City Gross, a highlight of the quarter was the launch of its new store concept at the piston in shopping. City growth has been working on this for some time, and the concept is developed based on our new strategy to revitalizing the brand. The goal here is to create a vibrant food market with a relevant assortment and fresh producing focus. When developing the scalability has also been key as well as creating conditions for efficiency in store creations and sales management processes. It is positive that City Gross now has this pilot in place. Going forward, we will evaluate the concept and make necessary adjustments where we see it fits. We are now on Page 23. To create the right conditions for retail concepts to be able to succeed in the market, we leverage our strength as a group and focus on 6 strategic development areas. We have shown you this before, and I covered selection last year, now I want to focus a little bit on 2 of these, operational efficiency and sustainability. So please turn to Page 24. Working cost effectively is part of our business model, and it's particularly important now and work to mitigate the effects of food price deflation. Above all, we are continuing to optimize the activity and cost efficiency, our new logistics structure by also developing new ways of working using new technology and scaling up our use of data and AI. Our efforts to streamline the group's support functions are also continuing to enable cost savings. Next, Page #25. We aim to be a positive force in society, taking the lead in promoting a sustainable food system and contributing to better public health, not least through assortment development and research collaborations. During the quarter, we launched new innovative products that promote sustainable and healthy consumption, including light meals made with hydrothermal treated whole grain ride that enables the body to absorb essential minerals. We also launched hybrid products combining meat with vegetables. In the quarter, we had a good Lim development in fruit and vegetables, which contributed to an increased share of sales from sustainability labeled products. We are also continuing the positive effects from our transition to renewable fuels, electricity through reduced transport emissions. During the quarter, the share of electricity in the fuel mix increased significantly to more -- almost 14%, up from just below 5% a year ago. In late spring, our new ambitious climate targets were valued by the science-based target initiatives, making an important milestone in our efforts to reduce our negative impact on the climate and by diversity. I would also like to highlight the Group's focus on diversity and inclusion One example is that we contribute to helping young people in vulnerable areas enter the workforce by providing them with paid jobs [indiscernible], which is a combined school and work experience program, which we now are expanding and through the newly established Form 4 inclusion. Moving on from our strategic agenda, and we are now on Page 26. Our outlook for the year is unchanged, and it covers investments new store establishments and items affecting comparability. With regards to the new establishments, in total, we opened up 3 new group owned stores in the quarter, all of which Willys and as Anders mentioned, for the year, we have 7 new stores -- we have 7 new store establishments. So please now turn to Page 27. So let me conclude. I can now summarize a quarter marked by a high activity level and increased earnings. We have strong market positions, clear strategic priorities and several ongoing initiatives to strengthen our presence, competitiveness and efficiency. With distinctive concepts and shared culture and focus on execution, we are well equipped to continue to develop and create value over time. And that was all for today. So now please turn to Page 28, and I hand over to the operator to open up the line for questions.
Operator
operator[Operator Instructions] Next question comes from Fredrik Ivarsson from ABG Sundal Collier.
Fredrik Ivarsson
analystI hope you can hear me. First, regarding the growth in bus maybe. So last quarter, I remember you mentioned that it was impacted by a few things like temporary store closures and some store modernizations. Would you call out the similar, let's call it one-offs impacting the market share in Q2?
Simone Margulies
executiveRegarding the growth of Willys, I would say Willys has really, really high comparison figures, growing more than 10% last year. That, together with the price deflation, make them have a weaker growth this quarter. However, we wish to see a stronger growth. And that's why we're also taking some tactical measures now. So in the short term, improve the growth of Willys.
Fredrik Ivarsson
analystOkay. So no similar impact as we saw in Q1. And on those tactical measures, what's that? And what's your assessment of the price positioning versus the market at the moment you need to widen the gap? Or is it anything else you?
Simone Margulies
executiveTo start with, we don't comment exactly the strategy. However, for us, the most important is to have the shippers bag of groceries and that we continue to have that for Willys. And regarding the tactical measures, it's measures to increase traffic to the stores on a short term.
Fredrik Ivarsson
analystOkay. Fair enough. And on the higher fuel cost, SEK 40 million, obviously, I guess, difficult to say where the [indiscernible] prices are heading or at the current level of I think it's around SEK 30 per liver. The headwind should become slightly lower in the back half of the year? Is that your view as well?
Anders Lexmon
executiveYes, Fredrik, we have to come back to that. But obviously, it's depending how the situation in the Middle East is developing and how the prices it even. So we have to come back to that.
Fredrik Ivarsson
analystOkay. And last for me before I jump back into the queue. You didn't call out any impact on the temporary cut in employer tax for young workers this quarter. Was this not significant? And will it impact rather Q3?
Simone Margulies
executiveIt's -- of course, it's positive with -- as you said, the reduced tax employees, which has a positive effect. It's not as we still significant since we also have the I'd say the normal inflation in salaries that is much, much bigger. And it's -- since we singled out the fuel, this is obviously not in line with that, how sad that amount.
Operator
operatorThe next question comes from Niklas Ekman from DNB Carnegie.
Niklas Ekman
analystCan I ask about City Gross where you're seeing reduced losses now, but most like-for-like and store sales here are negative? Obviously, partly related to store closures, but can you talk about any efforts here to reverse the sales trend? Or do you think focus still in the short term is mainly on improving the profitability?
Simone Margulies
executiveI mean, for us, I think I said it before to create profitability. Of course, you have to do it through attracting customers and drive volume and then you get the profitable growth. And as you said, the sales in City Gross on total is affected by store closures, and we have a negative like-for-like sales in city gas. And of course, we would like to see stronger growth in like-for-like for City Gross acted a lot of the price deflation, I would say. So for us, it's to have the balance between all the parameters. However, we see a good -- we're following our plan, and we see the increase in the -- I would say, profitability the loss is lower and we're following our plan. So that's why we reiterate the goal to be profitable sometime in the second half of this year. And we have to be that together with growth in like-for-like sales. So we said before and that's what we're working towards to create a healthy core where we have both sales growth in like-for-like and also making a good development in both the brand and also the customer I'd say, the customer meeting.
Niklas Ekman
analystCan I just ask how is City Gross impacted by deflation. I can see why Willys will lose some of its attractiveness when price is not the key focus area. But I think for city gross, you shouldn't see that impact. They should be able to drive traffic even with lower prices? Or did I miss something there?
Simone Margulies
executiveMaybe I was unclear. The deflation since we do not single out volume or mix or deflation, the deflation decreased the top line.
Niklas Ekman
analystOkay. Okay. Fair enough. And also just in general here, if you look at the industry, it's been impacted. There's been quite significant margin pressure in the last 2, 3 years quite significant price pressure. Are you seeing any signs of this easing now and particularly since we saw the VAT cut? Or are you seeing still a very tough price competition among your competitors?
Simone Margulies
executiveNo. I can confirm that it's still a very high competition in the market. I would say it's unchanged. It's been a high competition for a couple of months or a couple of years now. So that is target climate, high competition. We have the VAT reduction and then we also have any deflation on top of the VAT cuts. And also on that, I think it's important to single out that we have really, really high comps from last year, the highest comp in the market. And that's also why we're really -- I'm glad that we still continue to have a very stable margin and increase our profitability because in this climate where we have increased costs for salaries and for fuels that we singled out. And with not -- of course, we wish some higher growth, but still we can continue to increase our profitability and have a stable margin, which is important for us, of course.
Niklas Ekman
analystVery good. And just some details here on store openings. Can you quantify how many store openings you're looking for in Q3? And also if -- you mentioned another City Gross conversion here later this year. Do you think that -- are you happy then? Is this this kind of the last of the initially planned store conversions? Or do you think that there could be room for additional City Gross stores to be converted?
Simone Margulies
executiveSo we made 7 new stores this first period, and we are aiming towards the 10 to 15 new stores for the year. And those are incremental 10 to 15 and for City Gross, we are continuing in the structural changes we're doing. So it can be more.
Operator
operatorThe next question comes from Daniel Schmidt from Danske Bank.
Daniel Schmidt
analystA couple of questions from me. And you talked about sort of price being at the top of the agenda still for consumers. Or is there any sort of change in consumer preference at all you think given the performance of line you clearly, when it comes to the comp base and so on, is there any sort of feeling that location is back a bit higher on the agenda again, and inspirational assortment and all that for the consumer in Sweden?
Simone Margulies
executiveIt's still a little bit early to do any large conclusions since we also in the quarter have Easter, we have mid-summer. But we see in the market as a whole, a stronger volume growth since the reduced -- and we also see increased growth in sustainability label products and also fruit and vegetable, which we haven't seen for now a couple of years. So that's really -- we're happy to see that. So we have some mixed effects regarding sustainably labeled and also fruit and vegetable. However, we see still a very strong focus in price awareness and -- and that comes together also from the consumer, but also in that competition in the market, I would say.
Daniel Schmidt
analystOkay. But given the first thing you're saying here, is that also why you feel that with the 5.0 converted stores are are they surprising you positively? Or do you expect a good sort of outfall outcome of those conversions?
Simone Margulies
executiveThe outcome of that is Willys 5.0 you asked no?
Daniel Schmidt
analystYes, which is bringing more inspirational and shopping experience.
Simone Margulies
executiveYes. So we work very systematically with our development on new store concepts. So we start with making a store concept. We test it, we do pilots, and we do say we do changes until we think it's 100%. And then we escalate the scaling up of them. So regarding the Willys 5.0, we did this last year. And so we feel pretty sure now that they are really delivering. So we see now when we more than a store, we get really good results of that. And also when we do establish new stores, we do them in the new store concept, and they take a really good market share from a very good start. And 1 other thing that is within Willys, they have high comparison figures this quarter. However, we see that we continue to attract new customers. So we reached the milestone of over 4 million customers in the Willys Plus loyalty program, which is a good receipt that the customers continue to like Willys.
Daniel Schmidt
analystYes. And of course, when you talk about short term is sort of to strengthen growth in Willys and targeted technical measures or tactical measures, sorry, it sounds more like increased promotional activity rather than converting really store to 5.0% in a faster pace, so maybe that's not doable. Is that the right interpretation?
Simone Margulies
executiveI would say Willys has a really, really strong position. And we have -- we continue to invest strategically in a modernizing the stores and also establishing new stores. For us, it's more about the short-term shorter-term tactical measures that we are addressing now. So we feel really secure in the Willys concept, the new stores that we're establishing, the new concept, and we will continue to invest in that. And then we do some tactical measures now in the shorter term.
Daniel Schmidt
analystOkay. And is there any way to mitigate the fuel price hit that you took in Q2 and just looking at HVO prices, they are about the same level now as they were in Q2, and you talked about converting to electricity-driven transports, and you've done a lot in the past year, is there any way to speed that up?
Simone Margulies
executiveI think we have a plan on how to invest in transport and we have the goal of reaching 50% of our fleet -- electricity rate of 50% of our fleet to 2030. So we continue to work according to that plan, actually. And then I would say that the margin that we continue to have a stable margin in this market where we have deflation, and also increased -- food price deflation, increased costs. I think that's a good proof of how we work with cost efficiency within -- and how also our new logistics platform actually is delivering.
Daniel Schmidt
analystOkay. And on costs, finally, group cost surprised positively far below last year and for low what I expected at least what is the true baseline here? What is sort of -- what is the right modeling going forward?
Anders Lexmon
executiveIt's quite hard to give you an exact baseline here, Daniel. But -- and as you know, it can differ from quarter-to-quarter. But it's clear that we now are on a new level compared to previous years, and we see effects on the efficiency programs that we did last year.
Daniel Schmidt
analystOkay. it's a good indication of what to expect in the coming quarters, what you did in Q2.
Anders Lexmon
executiveYes. It's not far away, I would say.
Operator
operatorThe next question comes from Magnus Raman from SB 1 Markets.
Magnus Råman
analystMost topics have been discussed here, but maybe I could just ask again about these tactical measures that has been discussed, do you see that competition have been implementing these tactical measures and that you want to follow those or is it in proprietary measures?
Simone Margulies
executiveI always think that we have distinctive concepts and each of our concept has their own way of doing things. So it's not about just copying what others doing. So it's about taking technical measures regarding customer insight that we have for the Willys customers and addressing them very, I would say, targeted to drive more traffic.
Magnus Råman
analystRight. Then on the price competition that has been discussed as well, and you mentioned it remaining high, still isn't it fair to -- or haven't we've been living with an extraordinary circumstance in Q2 given the freezing of prices amid the halving of the VAT. And do you think that this sort of frozen price picture will remain in the second half of '26? Or would that be fun frozen, so to speak, now going forward?
Simone Margulies
executiveI would -- I'd just like to clarify, we didn't freeze any prices. We froze them just the week when we changed the prices in store, and that was systematically we just to be able to handle over 8 million different price changes in our systems -- so as we said, we have had a food price deflation during this period, which shows that we haven't broken any process. I would say this quarter is a little bit different. Willys has performed very strong in many years. But however, they have had also some extra boost during last year when we had some inflation the same way we had a boost during the years 2022 when we had a large inflation. That's why we think it's important to look on Willys in a little bit longer perspective. So for the Q2 we meet this comparison fix of over 10% and also the food price deflation. So that's also why we wanted to show the 2-year stack growth since we know that we'll get some extra push when the inflation is, however, the growing a lot over the years, both good economies and weaker economies -- so I think that in total makes it a little bit weaker for Willys. And also, we would like to see more growth in Willys and that's why we do these tactical measures.
Magnus Råman
analystBut the tactical measures are they expected to weigh on the profitability?
Simone Margulies
executiveI mean we -- I would say we drive profitable growth in balance. So first, we have to -- we drive traffic loyalty and then that's how also we grow profitability. So I think it's easy. You can see when we do not as we did this quarter in Middle East had a positive like-for-like growth, it's difficult also to get the profitability with us. So that's why it goes hand in hand.
Magnus Råman
analystBut it didn't when you did the tactical price investments in having the VAT 2 days or a few days in advance. So how do you think about it in that perspective?
Simone Margulies
executiveThere are different tactical measures you can say, aren't there?
Magnus Råman
analystYes. But you alluded to these being price cuts as a review.
Simone Margulies
executiveI said it's about driving traffic to doors.
Operator
operatorThe next question comes from Erik Sandstedt from Kepler Cheuvreux.
Erik Sandstedt
analystJust a follow-up on Willys here. Did you observe any changes in terms of customer shopping behavior in the quarter like fewer shopping occasions, lower basket values or increased cross-shopping with competitors that help explain the weaker performance?
Simone Margulies
executiveAs I said, it's a little bit early to today doing a larger conclusion since we have caller effects also in -- and we have Easter that was in the beginning of this quarter and not in March as last year. However, we see some increases in food and vegetable sales and also the share of sustainability labeled products that we can see.
Erik Sandstedt
analystYes, fair enough. And then moving topic. In terms of the cash flow, you highlighted VAT as a headwind to net working capital, but what was actually the impact and the mechanics behind it and is this a timing effect that should reverse over the coming quarters?
Anders Lexmon
executiveYes. If you look at negative infect in the first 6 months, of a little more than SEK 700 million in net working capital. I would say approximately 50% of that is according to the VAT cut. And obviously, when this reduced tax is reversed. We will see the opposite effect and the positive effect for us when we come to that moment.
Erik Sandstedt
analystOkay. So it's only if the VAT is reversed that you will get that benefit back?
Anders Lexmon
executiveYes.
Erik Sandstedt
analystYes. Okay. I understand. Good. And then just finally, in terms of your online business, it's continuing to grow quite fast. What have you said in terms of profitability there if you compare it to the store network? Is it diluting margins? Or where are you?
Simone Margulies
executiveAs you said, we have a strong position in the online sales and the new Bålsta warehouse is to make the handling for home delivery more efficient in our online sales. I don't think we'll go into details on how reporting about our margins in our online sales.
Erik Sandstedt
analystOkay. But could you say whether it has been on an improving trend lately?
Simone Margulies
executiveIt's pretty much the same, I would say. And if you wonder if that is diluting the margin in Willys, that is not the case this quarter. The case this quarter is a negative sales in like-for-like in Willys that is delivering the margin.
Alexander Bergendorf
executiveThis is Alexander. Just on that, I mean, obviously, I mean, profitability in terms of the online sales is obviously lower than store sales. So when online grow faster than our total growth or store sales growth, obviously, that has a diluted effect on our margins, but it's small. I mean there are other effects that impact the margin development more than that, obviously.
Operator
operatorThe next question comes from Richard Trainor from Bernstein.
Richard Trainor
analystI'm interested in Hemköp's outperformance. I'm wondering, can you share anything about the drivers behind that? In particular, I'm wondering if there's any impact of newer and refurbished Hemköp stores versus older stores and also whether you're seeing any trading up from Willys to Hemköp?
Simone Margulies
executiveI'm very happy to get the question about Hemköp. Of course, we're really glad to see the development in Hemköp. This quarter, they grew double the pace of the market, and it's the result, I would say, of a long-term job that they've been doing for a couple of years now by starting to revitalize the brand also and also developing new store concept, having a high pace in modernizing stores and also high pacing development -- developing the -- both awareness and price worthiness and also the assortment. And I would say we've seen a good growth for Hemköp for a couple a couple of years now. sSo I think it's a result of a long-term job that they've been doing now for quite some time. And -- what's happening is that the consumers are actually -- has a fine Hemköp stores and also recognizing the changes that's been made. So I think it's the result of all these different things, both that we had new modern stores with a new attractive store concept, focus on inspiration, meal solutions and sustainability and also price value.
Richard Trainor
analystGreat. And my other question is on Gity Gross, if I may. I'd be interested in hearing what some of the elements are in the trial store and how that will position City Gross to win on the customer proposition versus competitors? And I guess, second part of that is if the trial store concept is a success, does that mean that another wave of capital expenditure will be needed to roll that out to the other City Gross stores?
Simone Margulies
executiveSo the concept is in the store in shopping. And we've done a job in this turnaround plan to also set a new brand proposition. And now this new concept is to demonstrate the new brand with a focus on fresh produce, inspiration, food and create a really inspiring food market. and also how to do that in a cost-efficient way in creating operational efficiency also in the store. If this, of course, as always, you have to do a lot of changes when you do a pilot store until it's 100%. So now it's up for us to evaluate it and do changes if there is needed. And when we think it's 100% correct, we will modernize treaters that will be as a part of our total expenditures. So it's a natural part in driving retail to modernize stores. So when we modernize the City Gross stores, we will then do it by this new store concept.
Richard Trainor
analystI see. So it's not necessarily a fast additional rollout program for the new concept of City Gross?
Simone Margulies
executiveNo, no.
Operator
operator[Operator Instructions] The next question comes from Robert Joyce from BNP Paribas.
Robert Joyce
analystThe first one, just back to those tactical measures, I guess, slight concern if we look back to 3Q '24 when we saw that kind of 100 basis point margin decline that we kind of weren't anticipating. Should we expect [indiscernible] to be down in the third quarter again even if we see a bit of like-for-like up until we start to recover with volumes after that? Or how are we thinking about margins in the third quarter at Willys, please?
Simone Margulies
executiveWe don't do any guidance on margins per concept. And of course, over time, we have a long-term goal for our group to reach 4.5%. And Willys, of course, is to be a part of that. The tactical short-term initiatives is not the same as we did in the autumn 2 and 4, it's not the same thing we did. You mentioned during the VAT cut. So now it's more about targeted customer data insight-driven measures.
Robert Joyce
analystOkay, which don't -- I guess the question is why are they not ongoing those type of measures if they're going to drive the top line and not the margin hit?
Simone Margulies
executiveI tried to explain the first quarter, the VAT reduction in Sweden is a huge change for the market, all the logics in how pricing campaign mechanics changes overnight. So just to give you an example, if you have a good price for salmon campaigns 1 day, then the prices cuts 5.4% because of the VAT. So then the mechanics, both -- what is a good price, how is the campaign mechanics work, 2-4, 3-4, the day after -- and that is what has changed when we meet today from when we met after first quarter. So now it's more about calibrating and find these tactics and to see that they become efficient. So there's been a huge change in the market when you cut the prices by 5.4% and to create new attractive mechanics in the market. So that is a -- what's happening now.
Robert Joyce
analystUnderstood. Okay. Understood. So you kind of have to evolve with the way the market has moved. That makes sense. And second is just in terms of that sort of volume I guess, the number X inflation we see. Is it more mix driven or more unit driven the sort of volume growth you think in the market right now?
Simone Margulies
executiveYou mean if you take away the deflation, if it's volume or mix, no?
Robert Joyce
analystYes, yes, exactly. Units or mix?
Simone Margulies
executiveIt's a mix of it. I think it's primarily driven by volume.
Robert Joyce
analystOkay. That's helpful. And in terms of anything you can say on exit rates, are we seeing anything -- any differences? And obviously, Easter distort things, but by the back end of the quarter, are we seeing better trends?
Simone Margulies
executiveWe do not really comment month by month. So it's a quarterly performance we report. And of course, this quarter, we have some can also with the Easter beginning and so we do not really comment on monthly development.
Robert Joyce
analystAnd then the final one -- sorry, understood. And final one, just on the working capital impact from VAT, is it going to be slightly higher at year-end? Are we thinking sort of SEK 500 million I just take sort of 6% of the payables balance I'm getting to a SEK 500 million impact year-end is that about right?
Anders Lexmon
executiveNo, the one-off that we took now that's not going to be higher in the rest of the year.
Operator
operatorThere are no more questions at this time. So I hand the conference back to the speakers for any closing comments.
Simone Margulies
executiveSo thank you all for joining us today and for all the good questions, and I wish you a good summer. -- and those.
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