Creating the Grocery Store of the Future with Grönska's Technology

Philipe and Andreas Niklasson, ICA Nära Roslagstull

At ICA Nära Roslagstull in Stockholm, brothers Andreas and Philipe Niklasson are on a mission to reinvent the local grocery experience. As second-generation owners, they’ve brought bold, forward-thinking ideas to the family business, aiming not only to reduce waste but to create a memorable shopping experience for every customer. Their latest addition? The GrowOff system from Grönska—a high-tech, efficient, and waste-free hydroponic cabinet that’s seamlessly integrated into their store.

“Our goal is to push the boundaries on what a grocery store can be,” says Philipe. “We’re committed to reducing waste and making the experience something special for our customers.”

High-Tech, Zero-Waste Freshness with GrowOff

The GrowOff cabinet exemplifies the Niklassons’ vision. This advanced hydroponic system, developed by Grönska, provides a continual source of ultra-fresh, pesticide-free herbs and greens right in-store. Since the plants thrive in the cabinet you have zero waste—the herbs stay fresh until they’re harvested by staff and put on the shelves for customers.

The brothers were especially drawn to the GrowOff’s efficiency and ease of use. The cabinet automatically manages water, light, and nutrients, allowing staff to simply harvest, insert pre-seeded cartridges, and follow the GrowOff app’s reminders. “It’s as low-maintenance as it gets. “With GrowOff, we get freshness without waste. It’s incredibly efficient, which is exactly what we need as we focus on sustainability,” Andreas explains.

Innovation Meets Sustainability

Waste reduction is a core part of the Niklassons' philosophy. In addition to GrowOff, they’ve introduced initiatives like Too Good to Go and their in-store “Best Before Discount” for items close to expiry. These efforts have already saved over 2,000 bags of food in just a few months. “Reducing waste is not just good for the environment; it’s essential for running an efficient business,” Andreas says.

And the brothers are doubling down on technology beyond GrowOff. They’ve implemented AI to monitor foot traffic and anticipate customer needs, reducing checkout times and enhancing the overall experience. “Efficiency and innovation are key to keeping our store relevant and sustainable,” says Philipe.

Designing an Experience Customers Want to Return To

But for the Niklassons, being a “grocery store of the future” is about more than just tech—it’s about creating an atmosphere that customers genuinely want to visit. From a fresh produce section that entices the senses to a unique in-store candy display, every detail is crafted to enhance the shopping experience.

And the GrowOff cabinet is a striking visual at the entrance, inviting customers into a space where sustainability and quality are at the forefront.

In the Niklasson brothers' hands, ICA Nära Roslagstull is more than just a grocery store. It’s a showcase of what’s possible when ambition, sustainability, and innovation come together.