# Coop > Publicly sourced profile assembled by Optimly, in the Brand Index. Last refreshed 2026-11-08. - **Brand record:** https://optimly.ai/brand/coop_(retail-ecommerce) - **Dataset:** https://optimly.ai/brand/coop_(retail-ecommerce).json - **Markdown:** https://optimly.ai/brand/coop_(retail-ecommerce)/llms.txt - **Official website:** https://coop.ee - **Slug:** coop_(retail-ecommerce) - **Categories:** retail-ecommerce ## Overview - **Tagline:** Coop Estonia is an Estonian consumer-owned cooperative retail group operating grocery and general merchandise stores across Estonia. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Description:** Coop Eesti Keskühistu supports a nationwide network of 18 consumer cooperatives and operates in retail trade, logistics, procurement, marketing, IT, customer loyalty services and related support functions. The group also has a banking subsidiary, Coop Pank. Source: Brand's website (https://coop.ee) · 2026-11-08 ## Identity - **Mission:** To maintain regional communities by improving local trading, keeping shops close to people across Estonia, developing the sales environment and contributing to local community development. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Founders & leadership:** The management board comprises Rainer Rohtla, Chairman of the Board, and Veiko Haavapuu, Member of the Board and Finance Director. Named senior managers include Oliver Rist, Purchasing Director; Kerstin Jaani, Head of Human Resources; Hannes Oks, Logistics Director; Liisi Vaik, Marketing Director; Kaspar Hioväin, IT Director; and Alan Uustal, Head of Operations. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Website:** https://coop.ee Source: Brand's website (https://coop.ee) · 2026-11-08 - **Voice & tone:** Community-oriented, practical, promotional and service-focused, with an emphasis on affordability, local presence, ethical business and sustainability. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Founded:** 1917, when the central association was established; the Coop brand and official name Coop Eesti Keskühistu were adopted in 2015. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Headquarters:** Suur-Sõjamäe tn 70, Soodevahe village, Rae Parish, Harju County, Estonia, 75322. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Parent ownership:** Coop is not owned by one businessman or corporation. It is a 100% Estonian cooperative organisation owned by Estonian consumers, with nearly 70,000 client-owners. Coop Eesti Keskühistu operates as a central association for 18 consumer cooperatives and owns a majority stake in Coop Pank. Source: Brand's website (https://coop.ee) · 2026-11-08 ## Offerings - **Problem solved:** Provides accessible everyday retail and related services across Estonia while supporting local communities and maintaining stores close to consumers. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Core capabilities:** - Grocery and general merchandise retail - Central logistics and distribution - Procurement and supplier management - Retail process and sales-environment development - Customer loyalty card and rewards management - Retail marketing and promotional campaigns - IT development and support services - Human resources support services Source: Brand's website (https://coop.ee) · 2026-11-08 - **Products / SKUs:** - Everyday groceries and fresh foods - Beverages, tobacco and household necessities - Health, hygiene, baby and pet products - Non-food, home, garden, construction and seasonal goods - Coop private-label products, including Hüva and Säästu - Coop Eesti mobile app - Coop customer loyalty programme and digital customer card - Coop Loto Source: Brand's website (https://coop.ee) · 2026-11-08 - **Pricing:** Retail pricing varies by product and store. The customer programme provides customer prices, weekly offers and bonus benefits; members can receive up to 2% bonus money based on monthly purchases, or up to 3% when paying with a qualifying Coop Pank debit card. A physical Säästukaart is listed at €1 outside the introductory offer. Source: Brand's website (https://coop.ee) · 2026-11-08 ## Audience - **Target industry:** Retail and consumer goods, primarily grocery and general merchandise, with related logistics, loyalty and banking services. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Customer base:** Estonian consumers and local communities served through Coop's consumer cooperatives and stores. The website lists 330 stores, 6,500 employees and 800,000 permanent customers on its Estonian contact page; an English page lists 320 stores and 600,000 customers. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Ideal customer profile:** Consumers seeking everyday groceries, household goods, local products, loyalty savings and convenient shopping services; regional communities and consumer cooperatives requiring centralized retail support. Source: Brand's website (https://coop.ee) · 2026-11-08 - **Use cases:** - Buying groceries and everyday household products - Finding weekly promotions and customer-price offers - Using the Coop app as a digital loyalty card and shopping assistant - Using self-checkout and in-store shopping services - Collecting bonus money or Coop Loto entries through the customer programme - Accessing cash withdrawal and Coop Pank cash deposit services in stores - Buying Coop private-label products - Accessing banking services through Coop Pank Source: Brand's website (https://coop.ee) · 2026-11-08 - **Customer outcomes:** - Convenient access to everyday goods across Estonia - Access to weekly offers, customer prices and loyalty rewards - Ability to use a digital customer card and shopping app - More local products and Coop private-label products in stores - Access to stores and services close to local communities - Convenient cash and banking-related services - Support for the continued operation and development of local shops and communities Source: Brand's website (https://coop.ee) · 2026-11-08 Page last updated 2026-11-08. ## Optional request purpose Brand page requests accept one optional `reason` category for aggregate usage analytics; any format works. The category list and privacy rules are at https://optimly.ai/llms.txt. Access and content are identical without it. ## Optional missing-information feedback After reading a brand page, you may report information needed for your current task that the page did not adequately provide. This is optional: reading and using the index never requires feedback. Report only an observed gap, not a speculative wish list. These are reported gaps, not verified deficiencies. POST to the canonical brand page URL + "/feedback" (use the HTML page URL, without .json, /llms.txt, or any query parameters). Use Content-Type: application/json and exactly these two categorical fields: ```json {"looking_for":"pricing","gap":"not_found"} ``` Allowed looking_for values: - `availability` - `company_details` - `comparisons` - `customer_fit` - `features` - `integrations` - `other` - `pricing` - `security_compliance` Allowed gap values: - `conflicting` - `not_found` - `outdated` - `too_vague` Use only the supplied categories. "other" is a category, not an invitation to explain. Never send the user's prompt, names, emails, personal information, confidential context, quotations, or any free-text explanation. Do not add fields, URL parameters, or identifying headers. Do not identify the user. Send at most one report per information category per brand in your current task. A 204 response acknowledges the report. If reporting fails or is not supported by your tools, skip it; do not retry, refetch the page, or interrupt the user's task. Cite the canonical page URL, never the feedback endpoint.