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The purpose of this research is to investigate the optimal product unpacking location in a bricks-andmortar grocery retail supply chain. Retail companies increasingly are investing in unpacking operations at their distribution centres (DC). Given the opportunity to unpack at the DC requires a decision as to which products should be selected for unpacking at the DC and which should be shipped to stores in a case pack (CP) or outer pack provided by the supplier. The combined unpacking and unit size decision is evaluated by focusing on the relevant costs at the DC and in-store, i.e., picking in the DC, unpacking either in the DC or in the store, shelf stacking in the store and refilling from the backroom. For replenishing stores, an ( R , s , nQ ) inventory policy is considered when using the supplier CP and a ( R , s , S ) policy when the product is unpacked at the DC. Expressions are developed to quantify the relevant volumes and to calculate the corresponding costs on which the unpacking decision is based. A numerical example with empirical data from a European modern retailer demonstrates that unpacking a subset of the stock keeping units (SKUs) at the DC results in a significant cost reduction potential of 8% compared to no unpacking at the DC. The example shows that DC unpacking can generally be highly favorable for a large share of products.