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.
