Commerce

Business operations focused on expanding and defending the leading market positions of Denner, Globus, migrolino, Migrol and m-way/sharoo. At the same time, the cross-channel business models of Le Shop, Probike, OWiba and Ex Libris were consistently developed towards market leadership in light of the growing importance of e-commerce. To increase the competitiveness of migrolino and Depot sustainably, specific measures to improve efficiency were launched after years of very intensive growth.

Expansion and defence of the market position
Denner was able to defend its position as Switzerland's leading discounter with a 1.4% increase in sales to CHF 2'873 million. This was achieved by streamlining the store portfolio, expanding the sales areas and through a discount-oriented revision of the product mix strategy. By acquiring the fashion house Schild, Globus is now in a position to establish itself as the number one high-end retailer in the Swiss fashion market. The two successful companies will achieve a turnover of around CHF 1 billion in the future.

The dynamic growth of migrolino seen over the past two years continued, and by the end of 2013 a total of 55 former Esso shops had been converted to migrolino stores in collaboration with the Azerbaijani master franchise partner Socar. This increased the total number of shops to more than 240. At the same time, a 37.9% increase in sales to CHF 279 million was achieved in wholesaling. Migrol continues to be the top partner of migrolino. Despite a downturn in its core market for heating oil and motor fuel, it was able to defend its market position by increasing direct sales of heating oil and through its partnership with Amag (34 Amag petrol stations converted to Migrol).

In 2013 M-way strengthened its position as a centre of excellence for electromobility and now has ten locations throughout Switzerland. By establishing the peer-to-peer vehicle-sharing platform Sharoo with the strategic partner Die Mobiliar, Migros reinforced its commitment to entrepreneurship and sustainability.

Sustainable increase in competitiveness
With 61 new shops and consistent concept implementation at the point of sale, Depot generated sales of CHF 422 million (+26.9%). By commissioning the new distribution centre in Niedernberg (DE) and closing the 19 off-site warehouses, Depot laid the foundations for a sustainable increase in efficiency and conceptual quality.

Ex Libris continues to struggle in a declining market with major structural changes (sales decline: 7.7% to CHF 142 million), but has increased its market share considerably. Its leading position in cross-channelling was enhanced. During the strategic development of stationary retailing, the branch network was streamlined by closing 19 outlets and the reorientation of the shops was continued. This will already become apparent to customers this year in the pilot shops in terms of appearance, product range, integration of the cross-channel philosophy and the size of the sales areas.

At CHF 176 million, sales at OWiba (Office World and iba) were 9.7% up on the previous year's total. Interio also faced an extensive reorientation in 2013. With the online supermarket Le Shop, a 5.8% increase in sales to CHF 158 million was achieved. Probikeshop was able to increase its sales by 45.5% to CHF 32.6 million as a pure play online retailer.

Investments
To improve competitiveness and strengthen the company's market position on a sustained basis, net investments of around CHF 174 million were made in the reporting year, CHF 111 million of which in the Swiss market. The investment activities focused primarily on sales area expansions, renovations to increase the attractiveness of Denner and Globus, as well as investments to commission the new, automated distribution centre in Niedernberg (DE), which offers space for more than 100'000 pallets.

Sustainable development
Fulfilment of the basic social and ecological requirements is consistently encouraged and monitored in the companies of the Commerce Department. Other commitments of the Commerce strategic business unit in environmental and energy management, as well as its contributions to the Engagement Migros development fund, are disclosed in the Migros Group's sustainability reporting.

Targets and outlook
The Commerce Department is again aiming for solid growth of more than 3% in the current financial year. It will concentrate its activities on consolidating and stabilising the growth and innovation offensive introduced over the past years. At Globus, the measures will focus on the integration of Schild and the expansion of market leadership in the Swiss fashion market. At migrolino, the focus will continue to be on the systematic expansion towards leading the convenience market. At the same time, the main focus of the business activities will continue to be on the continued dynamic development of the company's e-commerce and cross-channel strategies. Ex Libris will strengthen its leading position in cross-channelling, and OWiba and Le Shop will strive for bigger market shares by strategically linking all sales channels to achieve greater customer proximity.