Migros (Switzerland)

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Migros is far and away Switzerland's leading retailer, as well as one of its biggest advertisers. The group dominates the local market, selling almost a quarter of the country's food through its chain of Migros and Denner supermarkets and other goods through outlets including Globus department stores. In addition it owns restaurants, travel companies, fitness and medical centres, a bank and two newspapers, and is Switzerland's biggest employer as well as its foremost sponsor of cultural events. For more than 60 years until 1999 it even controlled one of the country's leading political parties. It has been said that Migros has been as influential in Switzerland as General Motors, Exxon, Ford, IBM and Coca-Cola combined in the US. With sales of SFr 28bn (around E25bn) in 2016 it is one of the world's top retailers. Yet it is virtually unknown outside Switzerland - Migros of Turkey, originally a joint venture, has been an entirely separate company since 1975, and Migros Switzerland has only a limited direct presence outside its home market. Its most significant international operation is German supermarket chain Tegut, acquired in 2012, although many of its own-label products are exported to other neighbouring countries. Key brands include M-Budget, Frey and Anna's Best. Migros was founded in 1925 by Gottlieb Duttweiler, regarded as one of the heroes of the Swiss retail industry, not least because of his selfless decision to convert his growing privately owned business into a public cooperative in the 1940s. Migros is still jointly owned by its members, who include more than a quarter of the country's entire population. Herbert Bolliger is president of the central federation organising body. The company reinvests the majority of profits back into the business or in the wider community. Its main domestic rival is another co-operative, Coop Schweiz, whose revenues are less than half those of Migros. Adbrands no longer profiles this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Who are the competitors of Migros? See Retail Sector for other companies

Capsule checked 13th October 2017


Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 23rd November 2017: Ads of the Week: "Who's in the Checkout?". Last week, while in full Scrooge mode, we said that would be it from us for seasonal ads. Well, for one thing it turns out there just aren't many ads around that *aren't* Christmas-themed this week; and also, some of the last holiday stragglers are actually really rather good. For example, it's hard to resist this adorable animation from Swiss retail giant Migros, created by local BBDO-affiliate Wirz and Passion Animation Studios. Have you ever wondered how supermarket scanners work? They're not quite as advanced as you thought. 


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