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Customer-centric, sustainable innovation is critically important for retailers to meet changing customer needs and maintain their market relevance. This case study highlights practices of flexible innovation where a retailer adapts its offerings in anticipation of or in response to changing market conditions. This approach combines structured innovation with organic and agile pathways, including experimentation and rapid prototyping, to explore emerging opportunities and develop new sustainable retail concepts. This flexibility enables retailers to pivot strategies quickly and remain competitive. In recent years, Netto, the discount subsidiary of the Salling Group (the largest Danish retailer), has transformed its retail model by advancing sustainable and customer-centric practices. This transformation includes a sustainable store concept supported by a more energy-efficient supply chain. The concept features a broader range of fresh and organic produce, which has been implemented across its entire store portfolio. In addition to this strategic innovation initiative, Netto Denmark has also experimented with and piloted new discount and convenience concepts to address sustainably emerging customer needs. The case provides an opportunity to apply theoretical concepts to practical scenarios, effectively bridging theory and practice. It highlights the importance of sustainable development and flexible innovation for retailers in navigating the challenges and opportunities of a rapidly evolving industry.