Find distributors and retail buyers in Switzerland

Identifying the top retail chains in Switzerland where you can sell your products is relatively easy. Approaching and convincing them is a much bigger challenge.

It may be a better strategy to find a distributor first who can help you to get your products in smaller chains or individual stores, and then help you to get to the big names. Or to start online.

In this article you will find more information on the retail market and guidance on how to convince retailers and distributors to work with you.

The retail market in Switzerland

Switzerland is a special case in the center of Europe. Not being part of the EU, it has its own economic position and in general an affluent population.

This population in 2024 is estimated to be around 8.85 million. The country has witnessed a steady population growth, with a rate of 0.64% in 2024.

Known for its robust economy, Switzerland is a global financial hub with a strong focus on banking and finance. The country also has a high standard of living and a well-developed healthcare system.

Major cities include Zurich, Geneva, Basel, Bern, and Lausanne. Switzerland is characterized by its linguistic and cultural diversity, with four official languages: Swiss German, French, Italian, and Romansh. The country has a mix of influences from its neighboring countries: Italy, France, Germany, Austria, and Liechtenstein.

Top-5 supermarkets in Switzerland

Coop: Leading the list with a turnover of €30.4 billion in 2021. Coop operates around 2,500 outlets in Switzerland, encompassing various sales formats along with wholesale and production companies.

Migros: With a turnover of €27.7 billion in 2021, Migros holds the second position. The retailer has a significant presence with 1,184 stores across Switzerland and a diverse range of banners.

Denner: Achieved a turnover of €3.68 billion in 2022. Denner, which is based in Zürich, has an estimated 860 stores.

Manor: Recorded a turnover of €2.5 billion in 2021 and currently operates 61 outlets in Switzerland. Manor’s retail offering includes a variety of store formats.

Aldi: With a turnover of €2.1 billion in 2021, Aldi ranks fifth. Part of the Aldi Nord group, it has expanded its presence in Switzerland to 220 outlets since its entry in 2005.

Distributor, retailer or web shop?

Most consumer products need at least one party in between. A distributor imports, stores and physically distributes your product, but rarely promotes it to consumers. A large retailer is the fastest route to the mass market, but is risk averse and often asks a listing fee.

A specialised web shop takes smaller volumes, but gives you reviews, pricing feedback and brand awareness within weeks.

Most exporters combine them: start where the barrier is lowest and use the sales data you gather there to convince the bigger names later.

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Finding a distributor in Switzerland in three steps

Step 1

Map the channel

List 10 to 15 distributors and retailers that already carry comparable products. Check which regions and store types they serve, and which brands they represent.

Step 2

Build a partner pitch

Your consumer sales deck is not enough. Show margin, rotation, returns and the support they get from you, with concrete figures from your home market.

Step 3

Approach and agree

Contact five to eight of them, propose a trial order or a pilot region, and settle pricing, minimum volumes, exclusivity and marketing support.