In 1975, LL:s Livs opened in Hisingen, Gothenburg, with the business concept of selling food more cheaply than anyone else. The concept enjoyed strong growth in western Sweden in the 1980s and a number of discount stores opened, including Willys Cash in Kungsbacka which focused on selling food more cheaply than LL:s Livs. In 1989, LL:s Livs was taken over by Detaljinvest AB, which also acquired competitor Willys Cash in 1994.
Axfood was formed in 2000 and conversion of the stores to the Willys concept commenced in 2001. 2002 saw 30 HP Billigt & Nära stores transformed into Willys Hemma, Willys’ urban concept. Willys opened its 100th store in Skene in 2005. Willys had grown from 12 to 100 stores in a matter of just six years. In 2008, a new store concept was introduced, the next generation of Willys. In 2010 all Willys stores were ecolabelled with the Swedish Society for Nature Conservation’s “Good Environmental