Manor trades a supermarket to Migros to open a larger one
What: Manor is exiting smaller food retail locations like Morges to focus on flagship stores and ambitious modernization, reallocating resources to drive growth and differentiation in Swiss retail.
Why it is important: This move highlights the growing trend of reinvesting in flagship locations and digital innovation as key drivers of competitiveness and differentiation in Swiss retail.
Manor’s decision to close its Morges supermarket and lease the space to Migros signals a strategic pivot toward larger, high-potential locations and a more focused investment in modernization. While the closure may disappoint local customers, it aligns with Manor’s broader plan to invest over CHF 200 million in the renovation and digital transformation of its department stores over the next two years. This shift is part of a comprehensive strategy under CEO Roland Armbruster, emphasizing fashion expansion, food innovation, and digital integration. Recent initiatives include the launch of new fashion concepts in Basel and Lausanne and the return to Zurich’s city centre with a major flagship store. By reducing its footprint in less profitable sites and concentrating resources on flagship destinations, Manor aims to enhance customer experience, boost profitability, and reinforce its leadership in the Swiss retail market. The move also reflects a wider industry trend, as department stores adapt their networks to evolving consumer expectations and the competitive pressures of digitalization.
IADS Notes: Manor’s decision to close its Morges supermarket and focus on larger, more differentiated formats is part of a sweeping transformation strategy that has accelerated over the past year. As reported by Zone Bourse (March 2025), Manor is investing CHF 200 million over two years to modernize its stores and strengthen digital operations, marking a shift from restructuring to growth. PME (April 2025) highlights CEO Roland Armbruster’s targeted regional approach and digital innovation, which have driven the company’s highest operational profit in years. The CEO Magazine (November 2024) details Manor’s three-pillar strategy—fashion expansion, food innovation, and digital integration—supported by significant investments in store upgrades. Press Release (October 2024) documents the CHF 50 million investment in new fashion concepts in Basel and Lausanne, while Swiss Info (March 2025) notes Manor’s return to Zurich’s city centre with a 13,000 sqm flagship as part of its broader modernization. Collectively, these developments illustrate Manor’s commitment to optimizing its retail network, prioritizing high-potential locations, and adapting to evolving consumer expectations in Swiss retail.
