Migros Removes 1000โ Products, โขSimplifies Own Brands
ZURICH, SWITZERLANDโข – Migros, Switzerland‘s largest โretail cooperative, is set to remove 1000 products from its own-brand โคportfolio and rebrand a number of others as part of a major simplification initiative, the โcompany announced today.
The move, designed โคto streamline the โคshopping โขexperience andโ eliminate product duplication, is part of a larger plan to reduce the number of distributor โคbrands offered by Migros. Theโฃ retailer previously announced it would withdrawโ 80 of its โ250โค distributor brands over the next two โyears, with aโข targetโค ofโข reaching approximatelyโค 100โฃ brand eliminations byโค 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. โคProducts like “Oh!” – a protein range – โฃand “Alexis” – an olive oil line -โ will โฃcontinue to be โขavailable, but will beโฃ rebranded under the main “Migros” label, receiving new packagingโข in the process. This consolidation aims to present a more unified and easily navigableโฃ product selectionโข for customers.
Popularโ and well-established brands,โค such as Blรฉvita, โwill remain in Migros’ product catalog.
Migros stated that the rationalization is intended to improve โคcustomer โorientation within stores and to reduceโ operational costs related to delivery, storage, and staffing.
This isn’t the first time โขMigros has undertaken such a streamlining effort. โคAccording to CH Mรฉdia, the company secretly reduced its assortment by 10%, โคor 4000 items, back in 2012.