TORONTO: Pricer AB and its Canadian partner JRTech Solutions have signed a $51 million agreement with supermarket chain Sobeys to deploy digital shelf-edge technology across an estimated 300 to 350 stores.
The contract covers Pricer’s latest electronic shelf label system and its cloud-based platform, Pricer Plaza. The 18-month deployment is set to begin in May 2026 and includes multicolor electronic shelf labels and store infrastructure.
“We are very grateful for the trust and that Sobeys has once again chosen Pricer as its long-term strategic partner,” said Mats Arnehall, chief growth officer at Pricer. “This deal confirms our leading position in the North American market and the value of our high-performance system in high-density retail environments.”
Diego Mazzone, president and CEO of JRTech Solutions, said the expanded rollout builds on years of collaboration. “Together, we are positioning our digital smart labels at the heart of a broader digital transformation, driving operational excellence, unlocking real-time intelligence, and creating meaningful value for both Sobeys and their customers.”
Orders will be included in Pricer’s order intake as they are received. Financial terms exclude the Pricer Plaza platform, the company said.