Switzerland: Denner aims to expand its Swiss market footprint to 10%
- DRC Discount Retail Consulting GmbH
- 7 hours ago
- 2 min read
Discount Retail Chain Denner achieved marginal sales growth of 0.13% in its 2025 financial year, reaching CHF 3.9 billion (€4.07 billion) across its 612 self-owned stores and 260 partner businesses.
The company’s store network expanded by two locations, to 872 stores, and continues to grow. To date, 250 existing points of sale have been upgraded to the new store concept, significantly enhancing its fresh produce offering.
This revitalisation, combined with a double-digit million-euro investment in price reductions on 670 products (approximately 18% of its 3,700 SKUs) in 2025, has led to a 1.6% increase in customer traffic.
CEO Torsten Friedrich highlighted the company’s ambitions, saying, “Our goal is to expand our branch network to 1,000 locations in the medium term and to solidify a market share of 10%. “To achieve this, we are investing long-term in pricing, our branch network, logistics and infrastructure.”
The overhaul of the store network is yielding clear results: over 40% of all Denner stores now feature the new concept, resulting in a 5% increase in sales and a 7% rise in customer traffic. Over 90 additional locations are scheduled for conversion by the end of 2026.
Logistics, Infrastructure Expansion
To support this growth, Denner is constructing two new distribution centres, as follows.
Mägenwil (Chilled Goods): This new 10,000-square-metre centre began operations on 2 February 2026.
It has created 70 new jobs and is optimising the fresh-product supply chain. Significantly, it is the first Minergie-certified fresh-food distribution centre, supplying approximately 250 locations with products.
Aclens, Vaud (Non-Refrigerated Goods): A fourth distribution centre for ambient goods is currently under construction and scheduled to open in 2027, boosting Denner’s logistics capacity in western Switzerland. Following the Mägenwil opening, Denner now operates six logistics locations, including three dedicated to non-refrigerated goods.
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