What: Manor is investing CHF 200 million over three years to modernize flagship stores, enhance shopping experiences, and focus on sustainable growth, while closing less profitable locations.

Why it is important: This strategy reflects a broader trend among European department stores to focus investment on flagship locations, digital innovation, and experiential retail to ensure long-term competitiveness.

Manor, Switzerland’s largest department store group, is embarking on a major investment program, allocating CHF 200 million over the next three years to modernize and develop its flagship stores. The focus is on high-traffic sites in key cities such as Basel, Lausanne, Vevey, Lugano, and Geneva, where extensive renovations and the creation of innovative, inspiring shopping environments are already underway. This targeted approach is paired with a clear strategy of portfolio optimization, as Manor plans to close less profitable stores in Delémont, Wohlen, and Sargans, reallocating resources to strategic locations that promise sustainable growth. The company is also supporting affected employees with redeployment efforts and exploring alternative uses for vacated properties. By prioritizing flagship investments and experiential retail, Manor aims to strengthen its market position, adapt to evolving consumer expectations, and secure long-term competitiveness in a rapidly changing European retail landscape.

IADS Notes: Manor’s CHF 200 million investment plan marks a decisive shift from restructuring to growth, aligning with broader European department store trends toward flagship modernization, digital transformation, and experiential retail. Zone Bourse (March 2025) and PME (April 2025) highlight Manor’s focus on upgrading high-traffic locations, expanding fashion and food innovation, and achieving profitability in online operations, with digital now contributing 5–10% of revenue. The Geneva flagship’s complete renovation (Press Release, December 2025) and the strategic exit from smaller locations (20mn, August 2025) underscore a targeted approach to portfolio optimization and regional adaptation. The Retail Bulletin (April 2025) situates Manor’s strategy within a wider industry movement, where leading department stores like Selfridges and Harrods are investing in experiential elements and modernization to maintain relevance and customer appeal. Collectively, these developments demonstrate that sustainable growth in the sector depends on prioritizing flagship investments, leveraging digital innovation, and delivering inspiring, differentiated shopping experiences.

Manor invests in a targeted way in the future of its stores