Migros Removes 1000‌ Products, ⁢Simplifies Own Brands

ZURICH, SWITZERLAND⁢ – Migros, Switzerland‘s largest ‍retail cooperative, is set to remove 1000 products from its own-brand ⁤portfolio and rebrand a number of others as part of a major simplification initiative, the ​company announced today.

The move, designed ⁤to streamline the ⁤shopping ⁢experience and‌ eliminate product duplication, is part of a larger plan to reduce the number of distributor ⁤brands offered by Migros. The⁣ retailer previously announced it would withdraw‍ 80 of its ‌250⁤ distributor brands over the next two ‍years, with a⁢ target⁤ of⁢ reaching approximately⁤ 100⁣ brand eliminations by⁤ 2030, as reported by NZZ AM SONNTAG in June.

Focus on Core Brands and Niche Product Consolidation

The changes will primarily affect lesser-known niche brands. ⁤Products like “Oh!” – a protein range – ⁣and “Alexis” – an olive oil line -‍ will ⁣continue to be ⁢available, but will be⁣ rebranded under the main “Migros” label, receiving new packaging⁢ in the process. This consolidation aims to present a more unified and easily navigable⁣ product selection⁢ for customers.

Popular​ and well-established brands,⁤ such as Blévita, ‌will remain in Migros’ product catalog.

Migros stated that the rationalization is intended to improve ⁤customer ‍orientation within stores and to reduce‍ operational costs related to delivery, storage, and staffing.

This isn’t the first time ⁢Migros has undertaken such a streamlining effort. ⁤According to CH Média, the company secretly reduced its assortment by 10%, ⁤or 4000 items, back in 2012.