Selling to Migros: how to get listed
Updated:
In short
Migros has the largest supermarket business in Switzerland but has been losing share, and it is answering with central buying, price cuts and more own brands. Since 2024, a Group Procurement team has centralised part of the buying for Migros, Denner, migrolino and Migros Online, while the ten regional cooperatives keep their regional products. About 80% of Migros sales are own brands, so a branded product needs a strong reason to be on the shelf.
Migros at a glance
| Figure | Value | Source |
|---|---|---|
| Migros supermarkets incl. migros.ch, 2025 | CHF 12.65 billion, down 0.5% | Moneycab, 16 Jan 2026; Migros 2025 in brief |
| Group sales 2025 | CHF 31.9 billion (food retail CHF 24.3 billion) | Moneycab, 16 Jan 2026 |
| Market trend | Migros has been losing market share in its core supermarket business for years. Migros stores +0.1% vs market +1.9% in 2025, a different measure from the consolidated −0.5% above | Migros management report 2025; Bluewin, 24 Mar 2026 |
| Locations | 721 Migros locations in Switzerland (all formats) | Migros 2025 in brief |
| Employees | 81,826 in Switzerland | Migros facts and figures 2025 |
| Price cuts | CHF 500 million a year, about half done in 2025; more cuts promised for 2026 | Migros management report 2025; Bilanz, 16 Jan 2026 |
| Investment | CHF 2 billion by 2030: 140 new and 350 modernised stores | Migros management report 2025; Moneycab, 16 Jan 2026 |
| CEO | Mario Irminger | Migros management report 2025 |
What this means for suppliers: expect hard negotiations on net price, fewer branded listings in categories where Migros has a strong own brand, and openings where a brand clearly brings shoppers in.
How Migros buys
Buying is now more central. Part of the national buying now runs through Group Procurement; regional products stay with the cooperatives.
- Migros Supermarkt AG (since 1 Jan 2024) pools the cooperatives' supermarket buying to get more bargaining power and trims the own-brand range. The ten regional cooperatives keep store operations, the store network and regional sourcing (Blick, May 2023).
- Group Procurement (Gruppenbeschaffung) at the Migros-Genossenschafts-Bund centralises part of the buying for Migros, Denner, migrolino and Migros Online (Migros, Jun 2024). It is led by Florian Decker, formerly of Edeka's central buying (Lebensmittel Praxis, Jun 2024). Edeka and its buying alliances are covered in Selling to German grocery retail.
Getting listed at Migros
There is no public application page for the supermarket business that we could find. The route is the national buyer for your category, who may now sit in Group Procurement, or the regional cooperative for regional products.
- National listing: approach the national category buyer with a category case: sell-out evidence, the gap you fill next to Migros own brands, price and margin, and a 12-month activation plan.
- Regional listing: the “Aus der Region. Für die Region.” label (since 1999) follows IG-Regionalprodukte rules. Producers register, are inspected on site and certified by bio.inspecta (bio.inspecta).
- Product data (as of 2023): branded suppliers send data via GS1 GDSN, GS1 Switzerland Trustbox or Data NatuRe; own-brand suppliers use the Migros PIM supplier portal (byrd case study, 2023).
- Code of conduct: the amfori BSCI Code of Conduct is binding for all suppliers, with yearly third-party audits plus Migros' own checks. Migros co-founded amfori BSCI in 2003 (Migros social standards).
- Not for retail listings: the Migros Industrie supplier portal (SAP Ariba) is for raw materials, packaging and indirect goods for Migros' own factories (Migros Industrie).
Not listed at Migros yet?
Tell us about your product and we'll tell you how to approach Migros.
Promotions at Migros
Since 5 February 2026, Migros promotions run Thursday to Wednesday, the same rhythm as Coop and Denner.
| Element | How it works | Source |
|---|---|---|
| Promotion week | Thursday to Wednesday since 5 Feb 2026 (before: Tuesday to Monday) | Migros; LZ, 26 Jan 2026 |
| Weekend deals | Thursday to Sunday | Migros |
| Migros Magazin | Delivered on Wednesdays with the “Migros Woche” supplement; the French edition is Migros Magazine. In Ticino, Migros Ticino publishes its own weekly, Azione | Migros; Migros magazines page |
| Cumulus | Loyalty programme with more than 3 million cardholders, 1 point per CHF 1 | Blick, Jul 2024 |
All three big chains now launch promotions on Thursday, so check your activations at Coop, Migros and Denner side by side.
Private label and sustainability
- Own brands: about 80% of sales, according to CEO Mario Irminger, who also said less popular branded products would be delisted (Blick, Jun 2024).
- Fewer own brands: more than 150 own brands are being cut to about 100 by 2030 (Blick, Jun 2025).
- Standards: besides amfori BSCI, Migros uses GRASP, Fairtrade, Rainforest Alliance and RSPO, and reserves the right to end supplier relationships when partners do not cooperate on human-rights checks (Migros social standards).
FAQ
How do I become a supplier to Migros?
For national listings, contact the national buyer for your category with a category case; part of national buying now runs through Migros Group Procurement. For regional products, work with your regional cooperative and get the “Aus der Region. Für die Region.” certification.
Who buys for Migros, Denner and migrolino?
Partly a central team: Group Procurement at the Migros-Genossenschafts-Bund, led by Florian Decker, centralises part of the buying for Migros, Denner, migrolino and Migros Online.
When do Migros promotions start?
On Thursday. Since 5 February 2026, promotions run Thursday to Wednesday.
How important are own brands at Migros?
Very: about 80% of sales are own brands, and less popular branded products are being delisted.
What data does Migros need from suppliers?
Branded suppliers send product data via GS1 GDSN, GS1 Switzerland Trustbox or Data NatuRe (as of 2023).
What standards must suppliers meet?
The amfori BSCI Code of Conduct is binding for all Migros suppliers, with yearly third-party audits.
How Sellva helps
Sellva tracks your Migros listings, terms, Thursday promotions and sell-out next to Coop and Denner, and Sellva Agent flags overlaps and risks to your KAM.
Sources
- Moneycab: Migros 2025 sales (16 Jan 2026)
- Bilanz: Migros Umsatz 2025 (16 Jan 2026)
- Bluewin: Migros core business weakening (24 Mar 2026)
- Migros Annual Report 2025: facts and figures, 2025 in brief, management report
- Blick: new supermarket structure (May 2023)
- Lebensmittel Praxis: Edeka manager to lead Migros procurement (Jun 2024)
- Migros: Florian Decker appointed Head of Group Procurement (28 Jun 2024)
- Migros: promotions now start on Thursdays
- Migros: our magazines (French page)
- Migros: social standards
- bio.inspecta: Aus der Region certification
- Blick: own brands 80% (Jun 2024); Blick: own brands cut (Jun 2025)
This guide is based on public sources. Sellva is not affiliated with Migros.