Denner AG
Denner AG is Switzerland's leading discount supermarket chain and a wholly-owned subsidiary of the Migros Group, operating 870+ stores across Switzerland in Denner Filiale, Denner Express, and Denner Partner formats, serving value-oriented Swiss consumers with weekly promotional groceries, private-label goods, and an online wine shop.
- Company typePrivate
- Founded1860
- HeadquartersZürich, Switzerland
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Denner AG does
Denner AG is a Swiss discount supermarket chain and a wholly-owned subsidiary of the Migros Group (Migros-Genossenschafts-Bund), founded in 1947 as Denner-Bazar and renamed Denner in 1967. Headquartered at Grubenstrasse 10, Zurich, the company operates more than 870 retail locations across Switzerland in three formats — full-format Denner Filiale (400-500 m²), Denner Express (200-350 m²) for daily essentials, and Denner Partner (200-400 m²) franchise stores operated by independent retailers in rural communities — supported by 6,700+ employees and approximately 178 apprentices. Denner self-describes as Switzerland's leading discounter, with a value proposition built on weekly promotional campaigns (Denner Woche), private-label (Denner Eigenmarken) alongside branded groceries, fresh produce, meat, fish, dairy, beverages, and wine, plus a satisfaction guarantee ("zufrieden oder Geld zurück").
The business generates revenue almost entirely through physical retail transactions, supplemented by an online wine shop (Denner Weinshop, approximately 250 wines and champagnes) with home delivery to Switzerland and Liechtenstein via logistics partner Planzer Paket. Pricing is transaction-based: standard wine-shop delivery is CHF 9.90 (waived over CHF 400), with a CHF 50 minimum order and surcharges for small or bulk orders. Gift cards (CHF 20/50/100 denominations or up to CHF 3,000 custom) generate prepaid balances, and the Denner mobile app (iOS/Android) integrates promotions, the wine shop, shopping lists, action alerts, and the M-Login single sign-on shared with the Migros account ecosystem. Multi-channel marketing spans the weekly flyer, newsletter, WhatsApp, Facebook, Instagram, YouTube, LinkedIn, TikTok, TV commercials, and the main sponsorship of the Swiss Ice Hockey Federation (SIHF).
Strategically, Denner pursues continuous multi-format store expansion, sustainability positioning via IP-SUISSE (over 270 certified products), and food-waste partnerships (Too Good To Go, Foodbridge, Tischlein deck dich, Caritas Switzerland, Schweizer Tafel). Mid-2026 brought a leadership transition with Michel Gruber serving as CEO ad interim. There is no disclosed AI/ML capability, no proprietary technology platform, no external funding history, and no public listing — the company operates as a private retail subsidiary within the Migros cooperative group, with first-party financials not publicly disclosed.
Denner AG firmographics
Firmographics- Name
- Denner AG
- Legal name
- Denner AG
- Website
- https://denner.ch
- Company type
- Private
- Founded year
- 1860
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Denner AG is Switzerland's leading discount supermarket chain and a wholly-owned subsidiary of the Migros Group, operating 870+ stores across Switzerland in Denner Filiale, Denner Express, and Denner Partner formats, serving value-oriented Swiss consumers with weekly promotional groceries, private-label goods, and an online wine shop.
- Ownership category
- akta.pro rank
Denner AG industry classification
Industry- Product category
- Discount Supermarket
- NAICS
- Food and Beverage Retailers (445), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Limited-Assortment Hard Discounters (Private-Label Led) (CRAHADAA)
- akta.pro secondary industry
- Grocery & Pantry Inventory-led Online Retailers (CRAFADAF)
Keywords
Where Denner AG is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
Denner AG business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Others
Revenue model
- Retail Store Sales: Denner generates revenue through physical retail stores selling groceries, beverages, fresh produce, and consumer goods at discounted prices. The company operates over 870 Denner, Denner Express, and Denner Partner stores across Switzerland.
- Online Wine Shop (Weinshop): Denner operates an online wine shop selling wines, champagnes, and spirits with delivery across Switzerland and Liechtenstein. Orders are processed online with various payment options including credit card, Twint, PostFinance, and invoice.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wine Shop Minimum Order |
| Transaction based/ take rate | Pay-as-you-go | Standard Delivery |
| Transaction based/ take rate | Pay-as-you-go | Bulk/Volume Orders |
| Other | Other | Gift Cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
Denner AG product offering
Product offeringCore offering
Denner AG operates Switzerland's leading discount supermarket chain with over 870 physical store locations selling groceries, fresh produce, beverages, meat, fish, dairy, and household goods at consistently low prices. The company supplements physical retail with a dedicated online wine shop (Denner Weinshop) offering approximately 250 wines for home delivery across Switzerland and Liechtenstein, plus a mobile app for iOS and Android. Core commercial activity centers on weekly changing promotional actions, private-label products, and a satisfaction guarantee.
Product overview
Denner AG operates a multi-channel retail platform centered on physical store presence with over 870 locations across Switzerland, complemented by an online Denner Weinshop (wine shop) offering approximately 250 wines with home delivery, and a Denner App for iOS and Android. The core offering includes weekly promotional actions (Wochenaktionen), private label products (Denner Eigenmarken), and seasonal campaigns like BBQ offers and wine festivals. Supporting services include gift cards (Geschenkkarten), shopping lists (Einkaufsliste), action alerts (Aktionsalarm), and newsletter subscription (Denner Woche). Special brand extensions include the Denner Oma Kochshow cooking show and periodic wine events (Weinfestival, Weinmessen). The wine shop integrates with multiple payment providers and Planzer Paket for logistics.
Differentiator
Problem solved
Functional benefit
Products and services
- Denner Weinshop (Online Wine Shop) Online wine shop offering approximately 250 wines from the Denner assortment in 70 cl and 75 cl bottle sizes, with home delivery across Switzerland and Liechtenstein, including exclusive online-only rare wines. Orders supported by multiple payment options (credit card, Twint, PostFinance, invoice) with a minimum order of CHF 50.
- Denner App Mobile application for iOS and Android enabling customers to browse weekly promotional actions, place wine shop orders, manage shopping lists, configure promotional action alerts, and subscribe to the Denner Woche newsletter.
- Wochenaktionen (Weekly Promotional Actions) Weekly promotional offering featuring discounted food and beverage products including fresh produce, meat, beverages, and seasonal items, available across Denner stores in Switzerland.
- Denner Geschenkkarten (Gift Cards) Gift cards valid at all Denner stores, available in CHF 20, 50, 100 denominations or custom amounts up to CHF 3,000. Balance does not expire with regular use; reloadable up to CHF 3,000.
- Denner Eigenmarken (Private Label Products) Denner's own-brand product line covering food staples, beverages, and household items offered at discount prices alongside branded goods in Denner stores.
Quantifiable outcome
- Quality satisfaction guarantee: products can be returned if unsatisfactory
Companies that use Denner AG
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Denner AG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Denner AG partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Swiss Ice Hockey Federation (SIHF)coreDenner is the main sponsor (Hauptsponsor) of the Swiss Ice Hockey Federation. The partnership is a three-year agreement covering logo presence on helmets and jerseys of all Swiss national ice hockey teams, as well as stadium advertising. Denner also holds main patronage of the 'Denner Swiss Ice Hockey Day' and supports Swiss hockey youth development.
- IP-SUISSEcoreLong-term partnership with IP-SUISSE for sustainably produced agricultural products. Denner offers over 270 food products produced in Switzerland according to IP-SUISSE guidelines, and over 10 wines with IP-SUISSE certification.
- Swiss Hiking Trails (Sentieri Svizzeri)minorDenner supports Swiss Hiking Trails Association as a donor, helping maintain hiking trails in Switzerland since 1934.
- Too Good To GominorPartnership to combat food waste by offering surplus food at reduced prices through the Too Good To Go app.
- FoodbridgeminorCollaboration with other Swiss retailers on the Foodbridge project to reduce food waste.
- Tischlein deck dichminorSwiss charity organization receiving food donations from Denner to help combat food waste and support those in need.
- Caritas SwitzerlandminorSwiss charity receiving monetary and product donations from Denner.
- Schweizer TafelminorSwiss organization receiving food donations from Denner.
- Planzer PaketcoreLogistics partner for wine shop deliveries in Switzerland. Handles standard deliveries (1-12 cartons) and bulk orders (13+ cartons).
- Post ImmobilienminorPartnership with Post Immobilien to operate Denner stores in former post office locations. Currently operating three locations in former post offices.
- Drupress AGminorPartnership for gratisplakate.ch - supporting Swiss associations with free posters.
- Migros GroupcoreDenner AG is a company of the Migros Group. The parent company provides operational synergies, corporate policies, and sustainability framework (Alles auf Zukunft platform).
Scale indicators5 records
Recent moves7 records
Expansion highlights4 records
Denner AG competitors and assessment
Company assessmentBroad incumbents
- Coop (Switzerland): Switzerland's second-largest retailer and Denner's primary full-line supermarket competitor. Competes through broader assortment and stronger private label (Coop Qualité & Prix, Naturaplan), but at higher price points than Denner.
- LeShop (Coop online grocery): Coop's online grocery platform, the most developed Swiss full-line online grocery service. Direct competitive benchmark for Denner's missing online grocery offering and a leading indicator of where Swiss online food retail is headed.
- Migros: Switzerland's largest retailer and Denner's parent group sister brand. Operates superstores, specialty formats (Melectronics, M-Fitness, etc.), and online grocery at scale, providing Denner with procurement synergies while also competing for the same Swiss household.
Direct peers
- Volg: Swiss small-format grocery retailer with strong rural village-store presence, comparable to Denner's Partner format. Operates a similar convenience-and-proximity proposition for non-urban Swiss consumers.
- Aldi Suisse: Swiss arm of the Aldi hard-discount group, operating ~240 stores in Switzerland with a similar private-label-led, limited-assortment model. Most direct head-to-head competitor to Denner in the Swiss hard discount segment, with overlapping store formats and weekly promotional cadence.
- Spar Switzerland: Swiss franchise-based grocery retailer with neighborhood store positioning similar to Denner Express and Partner formats. Comparable convenience-led footprint and franchise partner model.
- Otto's: Swiss discount retailer known for aggressive pricing on a broad assortment including groceries, textiles, and non-food. Comparable value-positioning to Denner though with a more mixed-category approach and fewer stores.
- Lidl Switzerland: Swiss operation of the German Lidl hard discounter, competing in similar price tiers and store formats. Comparable weekly flyer strategy, private-label emphasis, and expansion ambitions in Switzerland.
Others
- Digitec Galaxus: Migros-owned Swiss e-commerce platform and largest online retailer. Sister-company within the Migros Group that signals the parent's digital investment trajectory and indicates potential future integration with Denner's online ambitions.
Emerging players
- Action (discount retailer): European non-food discount chain expanding into Switzerland with very low price points on a rotating assortment. Adjacent rather than direct grocery competitor, but pressures Denner on basket value when Swiss consumers comparison shop across discount channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Denner AG social profiles
Digital presenceDenner AG compliance and trust
Trust signalCompliance2 records
Denner AG financial estimates
Financial estimateRevenue estimate
Valuation estimate
Denner AG leadership team
Management profileNumber of profiles
Profiles5 records
Denner AG subsidiaries and ownership
Company hierarchySubsidiaries2 records
Denner AG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Denner AG M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Denner AG
What does Denner AG do?
Denner AG operates Switzerland's leading discount supermarket chain with over 870 physical store locations selling groceries, fresh produce, beverages, meat, fish, dairy, and household goods at consistently low prices. The company supplements physical retail with a dedicated online wine shop (Denner Weinshop) offering approximately 250 wines for home delivery across Switzerland and Liechtenstein, plus a mobile app for iOS and Android. Core commercial activity centers on weekly changing promotional actions, private-label products, and a satisfaction guarantee.
Is Denner AG a public or private company?
Denner AG is a private company. It is classified as corporate owned and is currently operating.
When was Denner AG founded?
Denner AG was founded in 1860. It employs 5,001 to 10,000 people.
Where is Denner AG based?
Denner AG is headquartered in Zürich, Switzerland, in the Europe region.
How does Denner AG make money?
Two revenue lines are on record. Retail Store Sales are the primary driver. The others are online Wine Shop (Weinshop).
Who are Denner AG's main competitors?
Broad incumbents on record are Coop (Switzerland), LeShop (Coop online grocery) and Migros. Direct peers are Volg, Aldi Suisse, Spar Switzerland, Otto's and Lidl Switzerland. Digitec Galaxus is listed as an others. Action (discount retailer) is listed as an emerging player.
Does Denner AG have an API?
No public API is recorded for Denner AG.
What industry is Denner AG in?
Denner AG's product category is Discount Supermarket. Its primary akta.pro industry code is CRAHADAA, Limited-Assortment Hard Discounters (Private-Label Led), with a secondary code of CRAFADAF, Grocery & Pantry Inventory-led Online Retailers. Its NAICS code is 445 and its SIC code is 5140.