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.
Our local consultant will help you find the right distributors or retailers and convince them to work with you.
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.
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.
The best preparation for doing business in any country is visiting it. This way you can experience the culture, check the shops and build your network.
With Trip.com you can compare flights and also book your hotel.
Hotellook compares different hotel sites so you always have the best rate.
Localrent connects you to national rental car providers per country.
If you have a consumer product that you can’t sell directly from your home country to your end customer, you need at least one step in between. This can be a distributor (who also acts as wholesaler or importer), a big retailer directly, or it can be a large web shop. Let’s look at the pro’s and con’s of each option.
Distributors are risk averse, they know the portfolio they have and tend to be happy with it. They can’t just add a product or service to their range, since it will cannibalize on others:
Getting your products imported and delivered in a specific country can be a challenge. I have good experience with Tecex, who can act as your importer of record and even physical distributor. If you leave your details, they will contact you.
I always put a lot of emphasis on drafting a good distributor pitch. Even if you already have great sales materials for your end-users, this often does not make clear what the benefits are for a potential agent, distributor or retailer to work with you.
When you approach potential sales channels with your standard documentation, chances are high that they are holding of. If you make it crystal clear what are the benefits for them, like in the example presentation, you will get a much higher response rate.
Please note that it helps to put concrete data in your presentation. You may think it is sensitive, but just know the secret is in how you achieve the rotation or the low returns level, not in the data itself. So share it here, in order to get the right attention.
Be well prepared. All retailers expect you to prove why they are going to make more money with your product than with their current assortment. So you must know the competition.
