Willys advertising flyer

The image shows a stack of promotional flyers for Willys, which is one of Sweden's leading discount grocery chains. Willys is a key brand within the Swedish food retail sector, known for its focus on offering Sweden's cheapest bag of groceries.

Willys originated in Gothenburg, Sweden, following the merger of LL:s Livs and Willy Bruun in the 1990s. Today, the brand is owned by Axfood AB, a major Swedish food retail company listed on Nasdaq Stockholm. Axfood manages the entire supply chain, and while the paper products such as the flyers are typically printed locally in Sweden to ensure timely distribution, the brand itself remains a cornerstone of the Swedish domestic market.