The Orange Giant · Der oranger Riese
Switzerland's largest retailer since 1925
In 1925, a visionary named Gottlieb Duttweiler had a radical idea: cut out the middlemen and sell directly to the people. He started with 5 Ford TT trucks rolling through Zurich, selling just 6 products — coffee, rice, sugar, pasta, coconut oil, and soap — at prices up to 40% cheaper than the competition.
The name "Migros" comes from "mi" (half) + "gros" (wholesale) — prices halfway between retail and wholesale!
Gottlieb Duttweiler launches Migros with 5 Ford TT trucks selling 6 basic products on the streets of Zurich.
The first permanent Migros store opens in Zurich, moving from mobile to brick-and-mortar retail.
Duttweiler creates Hotelplan, making travel accessible to ordinary Swiss people.
In an extraordinary move, Duttweiler converts the entire company into cooperatives — literally giving the business to its customers.
Elsa Gasser convinces Duttweiler to introduce self-service shopping — a first for Swiss retail.
Migros buys its own freighter "Adele" (named after Duttweiler's wife) to import goods directly. Peak vertical integration!
Co-founds Migros Türk, which becomes Turkey's largest retailer.
Because why not also be a bank? Founded to provide fair financial services.
First Swiss retailer to phase out free plastic bags. Ahead of the curve on sustainability.
Selling non-core businesses to refocus on food retail, non-food retail, bank, and health.
Migros famously refuses to sell alcohol or tobacco — a principle from founder Duttweiler. The irony? Duttweiler himself enjoyed wine and cigars! The workaround? They bought Denner, which happily sells all the booze you want. 🤫
Migros donates a percentage of its revenue to culture, education, and social causes. They literally fund Swiss culture — concerts, language courses, art exhibitions — because groceries aren't enough.
In 1952, they bought a deep-sea freighter named "Adele" after Duttweiler's wife. When your supply chain isn't vertical enough, just buy a ship!
Migros isn't actually a company — it's a federation of cooperatives. Every customer can become a member and vote. Direct democracy, Swiss style.
In 1954, Migros co-founded what became Turkey's largest retailer. Swiss efficiency meets Turkish hospitality.
Self-service shopping in Switzerland exists because Elsa Gasser convinced a skeptical Duttweiler in 1948. She saw the future of retail before everyone else.
Migros is known throughout Switzerland as "der oranger Riese" (the orange giant) thanks to its iconic orange branding. From the trucks to the stores to the M-Budget products, that unmistakable orange is everywhere. With CHF 32 billion in revenue and over 100,000 employees, it's not just Switzerland's largest retailer — it's the country's largest private employer.