Prisma stores in Tallinn area to be first rebranded as Coop in Estonia
Estonia's Prisma supermarket chain has begun rebranding as Coop this week, with all 13 stores set to switch by the end of November. Coop bought Prisma Estonia in a deal announced in April.
The rebranding of Estonia's Finnish-owned Prisma supermarket chain into Coop outlets began this week, marking the start of a process that will affect all 13 Prisma stores nationwide. By the end of November, the Prisma logo will have disappeared from the Estonian market entirely.
Coop says the changeover is being rolled out gradually. In the Tallinn area, stores on the city's outer fringes will convert first, while inner-city locations, along with branches in Tartu and elsewhere, will follow through to late autumn.
The first store to make the switch, becoming a Coop Maksimarket this week, is the Roo Prisma in Harkujärve, west of Tallinn. It will be followed by outlets in Tiskre and Maardu, then the Old Town store on Aia tänav and the larger Sikupilli branch from September 23. October will bring conversions of large Tallinn stores in Kirstiine keskus, Rocca al Mare, Lasnamäe and Mustamäe. From November, the rebrand will reach stores outside the capital, including Rapla, two branches in Tartu, and finally Narva.
Nine of the 13 stores are located in Tallinn and Harju County and will be run by Coop Harju.
Coop says existing in-store services, including Fazer bakeries and sushi and salad bars, will continue, scaled to each store's size and location. The converted stores will also begin offering cash withdrawal and deposit services for Coop Pank cardholders. Additionally, Coop plans to expand Prisma's product range into other Coop stores across Estonia, with changes to product selection expected in the first half of 2027.
The Coop Estonia Central Association formally took ownership of Prisma Peremarket and its 13 stores on September 1, following an April deal with Finnish retail group SOK. The financial terms of the acquisition have not been disclosed; the purchase was financed by banks operating in Estonia.
Coop Estonia comprises 18 local consumer cooperatives and a central cooperative body, with more than 330 stores nationwide. The group reported a 2025 net turnover of €855.3 million, a 22.8 percent market share, and employs over 6,500 staff.
