The Commerce Department performed well in business terms in 2010. With 9’235 employees, sales of CHF 6’092.9 million were generated. Sales therefore grew by +3.8% in a demanding environment. Earnings before finance income, income tax and pension fund effect (EBIT) were  CHF 112 million below the previous year due to significant investments, but above internal expectations.

Despite a demanding economic environment, the course was set for further growth and stronger innovation in the Commerce Department and therefore also for the Migros Group in 2010.

in CHF million20102009Change in %
Net revenue from goods and services sold   
– Denner2'783.72'763.00.7
– Migrol1'703.91'564.08.9
– Magazine zum Globus818.1795.52.8
– Interio257.3261.8–1.7
– Ex Libris190.5193.2–1.4
– LeShop151.2131.515.0
– Office World130.9106.522.9
– Other companies41.531.531.6
Total net revenue from sales of goods and services sold6'077.05'847.03.9
Other operating income45.348.5–6.6
Total income (sales)6'092.95'869.73.8
Earnings before financial income, income tax and pension plan effect (EBIT)112.3156.4–28.2
Segment assets1'996.41'839.8 
Investments in long-term assets171.3117.8 


Distribution network

Distribution network Commerce

 No. of sites 2010No. of sites 2009Sales area (m2) 2010Sales area (m2) 2009
Denner stores441437170'035165'954
Denner Satellite stores320315  
Globus (Magazine zum Globus AG)3937110'200101'700
Globus department stores151496'70089'500
Herren Globus242313'50012'200
Interio (incl. Depot-Interio Boutiques)302142'44240'229
Office World222114'56714'355
Ex Libris11411811'01011'100
Filling stations, total295306  
Migrol Auto Service/Migrol Service1149183  
Filling stations (automat)1146123  
Convenience Stores (migrolino, Migrol Shops and avec)(138)(143)  
Convenience Stores225217  
Migrol Shops36579  

1 Adjustments to the format descriptions (figures only marginally comparable to previous year).

2 Operated by Migrol, Shell or migrolino AG.

3 Partly renamed in migrolino.

4 The avec Shops were all renamed to migrolino in 2010.


Denner: leading position in discount sector expanded
Thanks to increased footfall, a high level of cost awareness and more efficient processes, Denner again managed to continue its success of previous years in 2010. Denner expanded its leading position in the Swiss discount market to the tune of an eight-digit figure despite a deflationary environment and price reductions. Sales rose by CHF 20.7 million (+0.7%) to CHF 2'783.7 million. The shop network consisted of 761 branches at year end (+ 9).

Migrol: stable development
The core business of combustibles and fuel trading performed as expected with sales of 1.43 million m3. Higher product prices resulted in sales growing to CHF 1.703.9 billion (+8.9%).
The shop business hit a new record high with sales of CHF 263 million and was again the dynamic force in the petrol station sector with an annual growth figure of 6.2%. Overall, sales of Migrol's additional services (shop, car wash, repair shop services) at petrol stations rose to CHF 290 million, 5% up on the previous year.
Globus: growth course maintained
In the department store sector, Globus again maintained its growth course in 2010. Sales rose to CHF 818 million (2009: 796 million). Globus maintains its leading position as the premium provider among Swiss department stores. In a tour de force, the entire goods management and warehouse system was switched to SAP in 2010.
Interio: start of repositioning
As expected, Interio posted a slight sales drop of 1.7% to CHF 257 million in 2010. A comparison with the previous year is complicated by the fact that the conversion work on the new Interio warehouse concept resulted in some boutique areas having to close for several weeks. With the redesign of the Dübendorf furniture store, the starting shot was fired for a comprehensive repositioning of Interio furniture stores.

Ex Libris: strong online sales
In a very price-aggressive market environment, the bookselling business of Ex Libris managed to grow its online business. Sales rose by 16.3%. Due to the closure of four stores, total sales were slightly down on the previous year at CHF 190.5 million.

LeShop: unabated growth
LeShop again set the tone in 2010. Its market leadership in the online area continued to expand significantly. Despite a difficult environment, sales rose by 15%, i.e. CHF 20 million to CHF 151 million. With this performance, LeShop remains an important strategic trendsetter in the further development of the Migros Group.

Office World: new perspectives
Despite a phase of strategic reorientation, Office World managed to maintain its previous year sales. With the takeover of iba AG in August 2010, the foundation was laid for a comprehensive reorientation of Office World and a future separation of private and corporate customer business. Together with iba, Office World aims to achieve clear market leadership in the stationery sector. Sales in the year under review rose by 23% to CHF 131 million.

migrolino: 160 sites
With the opening of 24 new shops, migrolino made a clear statement in the Swiss convenience market in 2010. The brand and the concept enjoy huge popularity among Swiss consumers. With the decision to consolidate migrolino's processes and structures at a new logistics and administration site in Suhr, migrolino laid the foundations for further conceptional and operating improvements in the year under review.

m-way: entry into electromobility
2010 was the year when the pioneering project m-way was born, the specialist market-like centre of excellence for electromobility. In October 2010 the first shop opened its doors in Zurich. The full range of m-way, which goes beyond the simple selling or rental of electric cars, is enhanced by services based on technology and partnership. In the year under review, 60 electric cars were delivered to the unique Alpmobil tourism project. A total of CHF 6.5 million was invested in the future project of m-may in 2010 for the shop, head office and pool of rental cars.

Outlook: expansion of innovative concepts
At Interio, Office World and migrolino, the strategic focus in 2010 was on raising the profile in the relevant market segment. This course will be continued in 2011. The objective is to achieve a top-three position in the corresponding market segment. This means that the foundation will also be laid for future growth. In addition to organic growth, the Commerce Department is also focusing on the development of the innovative concepts such as Depot, m-way, LeShop and migrolino, which should also strengthen the innovative power of the entire Migros Group.