Denner AG

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.

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

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

• Discount grocery retail
• Supermarket chain
• Wine e-commerce
• Private label products
• Weekly promotional offers

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Swiss Ice Hockey Federation (SIHF)coreGTM or Marketing Partner · 1 May 2024Denner 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-SUISSEcoreStrategic or Co-development PartnerLong-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)minorGTM or Marketing PartnerDenner supports Swiss Hiking Trails Association as a donor, helping maintain hiking trails in Switzerland since 1934.
• Too Good To GominorStrategic or Co-development PartnerPartnership to combat food waste by offering surplus food at reduced prices through the Too Good To Go app.
• FoodbridgeminorStrategic or Co-development PartnerCollaboration with other Swiss retailers on the Foodbridge project to reduce food waste.
• Tischlein deck dichminorOthersSwiss charity organization receiving food donations from Denner to help combat food waste and support those in need.
• Caritas SwitzerlandminorOthersSwiss charity receiving monetary and product donations from Denner.
• Schweizer TafelminorOthersSwiss organization receiving food donations from Denner.
• Planzer PaketcoreOthersLogistics partner for wine shop deliveries in Switzerland. Handles standard deliveries (1-12 cartons) and bulk orders (13+ cartons).
• Post ImmobilienminorChannel Partner/ Reseller/ DistributorPartnership with Post Immobilien to operate Denner stores in former post office locations. Currently operating three locations in former post offices.
• Drupress AGminorGTM or Marketing PartnerPartnership for gratisplakate.ch - supporting Swiss associations with free posters.
• Migros GroupcoreOthersDenner 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

Broad 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

• YouTubeyoutube.com/@DennerAG
• Facebookfacebook.com/denner.ch
• LinkedInlinkedin.com/company/denner-ag
• Instagraminstagram.com/denner_schweiz
• TikToktiktok.com/@denner_ch

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Denner AG