Selling to Denner: how to get listed
Updated:
In short
Denner is Switzerland's largest discounter by number of stores (872, against 244 for Aldi and 190 for Lidl: Blick, 29 Jan 2026; Bluewin, 31 Oct 2025) and part of the Migros group. Its sales have stalled while it loses share to Lidl, Aldi and Coop (Blick, 18 Jun 2026), and its buying is increasingly steered by Migros' central Group Procurement. Denner has traditionally been a brand-heavy discounter (about three quarters of its range was brands in 2015), so it remains an important door for branded suppliers, but expect Migros-level pressure on price.
Denner at a glance
| Figure | Value | Source |
|---|---|---|
| Sales 2025 | CHF 3.845 billion, +0.2% | Migros Annual Report 2025 |
| Stores | 872 at end of 2025, plan to grow to 1,000 in the medium term | Blick, 19 Jan 2026 |
| Own vs partner stores | 612 own stores and 260 Denner Partner outlets run by independent retailers | Denner booklet 2025 |
| Market share | 9.1%, target 10% | Blick, 19 Jan 2026 |
| Employees | 6,566 at the end of 2025 | Denner booklet 2025 |
| CEO | Michel Gruber, interim (as of October 2026), since Torsten Friedrich left on 30 Apr 2026 | cash.ch, 30 Apr 2026 |
| Head of purchasing | René Trapp (ex-Valora), since 1 Apr 2026 (as of October 2026); supplier negotiations are being centralised at Migros | Horizont, 24 Sep 2025; Blick, 27 Aug 2026 |
How Denner buys
- Buying centralised at Migros: Denner's supplier negotiations and assortment buying have been centralised at Migros (Blick, 27 Aug 2026). As of October 2026, René Trapp has been Denner's head of purchasing since April 2026 (Horizont).
- Growing Migros control: in 2026, Bilanz and Blick reported that Denner's purchasing is increasingly steered centrally by Migros, although discounters often set different priorities from full-range supermarkets, for example on prices of key products and payments for prominently placed brands (Blick, 18 Jun 2026). Denner, Migros, migrolino and Migros Online centralise parts of their procurement in Migros' joint Group Procurement department (Migros, 28 Jun 2024).
- Brands: in 2015, Denner said about three quarters of its range were brands (Moneycab, 2015). New launches still mix brands and own brands: its September 2026 functional-food shelf combined own brands with Barebells, Chiefs and Max Balance (Denner, 3 Sep 2026).
Getting listed at Denner
Denner publishes no online supplier application form that we could find, but its 2025 booklet gives a postal contact for suppliers at its Zurich head office: Denner AG, Lieferanten, Grubenstrasse 10, 8045 Zürich (Denner booklet 2025). Talk to the Denner category buyer and expect the conversation to involve Migros, where Denner's supplier negotiations have been centralised.
- Product data: Denner uses GS1 GDSN through the b-synced data pool with GS1 Switzerland's Swiss TrustBox; it planned to start with a few A-brand suppliers (byrd case study, 2022).
- Code of conduct: Denner links to the Migros code of conduct and reporting office; Migros requires the amfori BSCI Code for its suppliers (Denner; Migros).
- Partner stores: Denner Partner outlets are run by independent retailers who carry the Denner range plus local products (Denner), an entry point for regional producers.
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Promotions at Denner
| Element | How it works | Source |
|---|---|---|
| Weekly promotions | Thursday to Wednesday, more than 200 promotions every week | Denner, 26 Jan 2026; Denner, 28 Sep 2026 |
| Wochenend-Knaller | Thursday to Sunday since 5 Feb 2026 (previously Friday and Saturday); the promotions page also lists separate “Wochenstart-Knaller” | Denner, 26 Jan 2026; Denner promotions |
| Channels | “Denner Woche” (also by WhatsApp), newsletter and the Denner app; “Aktionsalarm” is an email alert for chosen products, set on the website with an M-Login | Denner promotions; WhatsApp; Aktionsalarm |
| Store concept | New layout with clear promotion zones and electronic shelf labels in half of its own stores (300 of about 600) | Denner, 28 Sep 2026 |
Private label and sustainability
Denner's 2025 booklet reports clear own-brand standards: 100% RSPO palm oil, 100% Rainforest Alliance coffee, tea and cocoa, 100% cage-free eggs and no air-freighted fruit and vegetables. On climate, 56% of non-FLAG emissions from purchased goods and services (emissions outside forest, land and agriculture) were covered by suppliers' science-based targets in 2025, against a target of 73% by 2026 (Denner booklet 2025).
FAQ
How do I become a supplier to Denner?
There is no online form. Write to Denner's supplier contact at its Zurich head office (Denner AG, Lieferanten, Grubenstrasse 10, 8045 Zürich) with a category case. Denner's supplier negotiations have been centralised at Migros, so expect Migros to be involved.
Is Denner part of Migros?
Yes. Migros bought 70% of Denner in 2007 and has owned it fully since the end of 2009, and Denner's purchasing is increasingly steered by Migros' central buying.
How many stores does Denner have?
872 at the end of 2025: 612 own stores and 260 Denner Partner outlets run by independent retailers. Denner wants to reach 1,000 in the medium term.
When do Denner promotions start?
On Thursday. Weekly promotions run Thursday to Wednesday, and the Wochenend-Knaller run Thursday to Sunday.
Does Denner have a loyalty card?
We found none. Denner promotes through its app, newsletter and “Denner Woche”.
How Sellva helps
Sellva tracks your Denner listings and Thursday promotions next to Migros, Coop, Aldi and Lidl, so your KAM sees discount pressure on your brand early.
Sources
- Migros Annual Report 2025: food retail
- Blick: Denner sales stagnate (19 Jan 2026)
- Blick: Aldi slows its expansion (29 Jan 2026); Bluewin: Lidl plans more than 100 new stores (31 Oct 2025)
- cash.ch: Denner CEO steps down (30 Apr 2026)
- Blick: Denner in the Migros corset (18 Jun 2026)
- Blick: why Denner managers are leaving (27 Aug 2026)
- Horizont: Denner finds head of purchasing (24 Sep 2025)
- Migros: Florian Decker appointed head of Group Procurement (28 Jun 2024)
- Denner: about us, history, current promotions, WhatsApp, Aktionsalarm
- Denner: promotions start on Thursday (26 Jan 2026); new store concept (28 Sep 2026); functional food (3 Sep 2026)
- Denner annual booklet 2025
- byrd: Denner product data case study (2022)
- Moneycab: Denner independence and brands (2015)
This guide is based on public sources. Sellva is not affiliated with Denner.