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Innovation, sustainability and internationalisation are important themes shaping modern retailing. In this case study, students will be able to explore the interplay among these in the context of the Salling Group and its discount subsidiary Netto International. The case study chronologically examines the birth of Netto's discount concept, its international growth, retail innovation and quest towards sustainability. Whilst working on the case, students will be able to reflect on the dimensions of the retailer's value proposition (ie, the retail offer), analyse its markets for strategizing and business development decision making, and explore the retailer's management practices of innovation, sustainability and marketing. They will also have an opportunity to consider and propose future avenues for sustainable innovation. For example, how the discount chain can sustain its competitiveness and market appeal in the face of growing competition from rival retail models including; one-stop shopping, fresh meal express deliveries, online and live-stream grocery shopping?