Paul Morger

What Paul Morger does

Paul Morger AG is a privately held Swiss family business (Familienbetrieb) founded in 1965 and headquartered in Rüti ZH, operating as a comprehensive office center (Bürocenter) under the brand Paul Morger AG Bürocenter. The company retails office furniture, office supplies, IT hardware, and IT services to B2B customers (companies of various sizes), home-office consumers, and educational institutions/families, with a primary geographic focus on the Zurich region of Switzerland and limited regional delivery footprint.

The company's product portfolio spans ergonomic office chairs from premium brands (HÅG, Aeris, Varier, Girsberger, Giroflex, Dauphin, Züco, Haworth, Flokk), height-adjustable desks (Zemp, Haworth, Moll), storage solutions (Bisley, Embru, Sara), office supplies and consumables (paper, toner, ink), and IT hardware (Brother/Canon printers, Lenovo notebooks, Logitech peripherals). A dedicated subsidiary, Morger IT (morger-it.ch), delivers managed IT services including Microsoft 365 migration and support, VoIP telephony, backup, and anti-virus solutions; the company holds Microsoft 365 Cloud Solution Provider (CSP) status enabling subscription software resale. Distribution combines an owned e-commerce platform (morger.ch) with a physical showroom in Rüti ZH for hands-on product comparison and B2B consultation, supported by a 5-day free chair trial program.

The revenue model is primarily transactional unit pricing in CHF (Swiss Francs, including VAT), supplemented by a modest recurring base from M365 subscriptions, consumables replenishment, and IT managed services. Go-to-market is a hybrid of sales-led B2B consultation and direct-to-consumer e-commerce, with marketing conducted through the company website, email newsletter, and brand co-marketing campaigns (e.g., Brother Business Cashback). The company is led by Paolo Morger as Geschäftsführer (Managing Director).

Name

Paul Morger

Legal name

Paul Morger AG

Website

https://www.morger.ch

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

Paul Morger AG is a Swiss family-owned office center founded in 1965 in Rüti ZH, retailing ergonomic office furniture, supplies, IT hardware, and managed IT services to B2B clients, home-office consumers, and schools primarily in the Zurich region of Switzerland.

Ownership category

akta.pro rank

Product category

Office Furniture and Supplies Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Office Supplies and Stationery Retailers (45941), Office Equipment Merchant Wholesalers (42342)

SIC

Retail-Furniture Stores (5712), Computer & Office Equipment (3570)

akta.pro primary industry

Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)

akta.pro secondary industries

Office Furniture & Workspace Accessories Retail (CRALABAE), General Office Supplies Retail (CRALABAA)

Keywords

• Office furniture retail
• Office supplies wholesale
• Ergonomic seating solutions
• IT hardware distribution
• Managed IT services

Headquarters

HQ city

Ruti

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Inventory and Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Office Furniture Sales: Revenue from selling office furniture including desks, chairs, storage solutions, and ergonomic products. Products are sold both online and through showroom consultations. Revenue is primarily one-time with occasional repeat purchases for business expansions or replacements.
2. Office Supplies & Consumables: Sale of office materials including paper, toner cartridges, printer ink, labeling materials, and other consumables. This creates repeat purchase opportunities as supplies need regular replenishment.
3. IT Hardware & Devices: Sales of computers, notebooks, printers, scanners, displays, and related IT equipment. Includes branded products from Lenovo, Brother, Canon, and other manufacturers.
4. IT Services & Software: Managed IT services including M365 migration and support, VoIP telephone solutions, backup solutions, and anti-virus services. Microsoft 365 CSP (Cloud Solution Provider) partnership enables software subscription revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Paul Morger AG retails office furniture (ergonomic chairs, height-adjustable desks, storage, lounge seating), office supplies and consumables (paper, toner, stationery), and IT hardware (notebooks, printers, scanners, displays) from more than 20 partner brands through a hybrid of e-commerce (morger.ch) and a physical showroom in Rüti ZH. The company complements the product sale with bundled services including Microsoft 365 CSP subscriptions, VoIP telephony, backup and antivirus solutions, and end-to-end office planning consultation for businesses.

Product overview

Paul Morger AG is a Swiss family business (since 1965) operating as a comprehensive office center that retails office furniture, equipment, supplies, and IT solutions. The company offers a unified portfolio combining physical office products (ergonomic chairs from brands like HÅG, Aeris, Varier, and Giroflex; adjustable sit-stand desks from Zemp, Haworth, and Moll; storage solutions from Bisley and Embru) with technology products (Brother and Canon printers, Lenovo notebooks, and related peripherals) and services (Microsoft 365 implementation, office planning consultation, and IT support). The offering spans the complete office setup lifecycle from planning through delivery and ongoing IT services.

Differentiator

Problem solved

Functional benefit

Products and services

• Office Furniture (Büromöbel) Complete range of office furniture including desks, height-adjustable sit-stand desks, storage solutions, lounge and public-space seating, conference and meeting room furniture, ergonomic workstations, and accessories for businesses and home offices, sourced from brands such as Bisley, Embru, Girsberger, Haworth, Moll, Sara, and Zemp.
• Office Chairs (Bürostühle) Ergonomic office chairs including desk chairs, conference chairs, visitor chairs, stools, designer chairs, and active-sitting chairs (e.g., Aeris Swopper, Muvman) from brands such as HÅG, Aeris, Varier, Giroflex, Dauphin, Girsberger, Haworth, Flokk, Züco, RH, Bimos, Profim, Embru, and ORTHOfit, with a 5-day free trial program for test chairs.
• Office Technology and IT Devices (Bürotechnik & IT-Geräte) Office technology including printers, multifunction devices, scanners, copiers, notebooks, personal computers, workstations, displays, and peripherals from brands including Brother, Canon, Lenovo, Microsoft (Surface), and Logitech, with extended warranty options and participation in vendor cashback promotions.
• Office Supplies (Büromaterial) Office supplies including printer accessories (toner, ink, labeling materials), copier paper, stationery, papeterie articles, air purifiers/humidifiers, and other consumable materials requiring regular replenishment.
• Children's Furniture (Kindermöbel / Moll Collection) Growth-adjustable children's desks (Moll Joker, Champion, Unique, S1, e-Champion), children's chairs, containers, desk lamps, and accessories designed to grow with the child, targeted at schools, educational facilities, and families.
• IT Services & Software Managed IT services including Microsoft 365 Business Basic, Standard, and Premium subscriptions delivered as a Cloud Solution Provider (CSP) with migration and ongoing support, VoIP telephone solutions, cloud and local backup services via Acronis Cyber Protect, and antivirus/security solutions.
• Office Planning & Consultation (Büroplanung & Beratung) Professional office planning and consultation services covering needs assessment, product selection, visualization, quotation, and full-service delivery for individual office solutions, complete office setups, and ergonomic workplace design for businesses.

Quantifiable outcome

• 5-day free trial available for office chairs

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

23 partnerships are on record, tiered core, major and minor.

• BrothercoreGTM or Marketing PartnerBrother is a key technology partner offering printer and imaging solutions. Paul Morger AG participates in Brother promotional campaigns including Business Cashback promotions (up to CHF 250) and offers the full range of Brother printers and MPS (Managed Print Services).
• MicrosoftcoreTechnology or IntegrationPaul Morger AG is a Microsoft 365 CSP (Cloud Solution Provider) partner offering M365 Business Basic, Standard, and Premium subscriptions along with migration and ongoing support services. Also sells Microsoft Surface devices and accessories.
• LenovomajorChannel Partner/ Reseller/ DistributorLenovo is a major technology partner providing notebooks (ThinkPad, ThinkBook series), workstations, and accessories. Paul Morger AG offers extended warranty services and sells complete Lenovo solutions including docks and peripherals.
• CanonmajorChannel Partner/ Reseller/ DistributorCanon partnership covers the full range of Canon printers, scanners, and consumables including PIXMA, MAXIFY, i-SENSYS, imageRUNNER, and CanoScan product lines. Paul Morger AG participates in Canon warranty extension promotions.
• Moll (Kindermöbel)majorChannel Partner/ Reseller/ DistributorMoll is a key furniture partner specializing in children's furniture and office equipment that grows with children. Products include height-adjustable desks (Joker, Champion, Unique, S1), children's chairs, desk lamps, and accessories. Extensive product guides and showroom display available.
• HÅGmajorChannel Partner/ Reseller/ DistributorHÅG is a premium office seating brand known for the iconic Capisco chair series. Paul Morger AG offers HÅG Capisco, Capisco Puls, SoFi, and SoFi Mesh models with extensive customization options.
• AerismajorChannel Partner/ Reseller/ DistributorAeris is a specialty brand focused on active sitting and ergonomic health. Products include Swopper (3D movement chair), Swopper Runner, Numo Task, and Muvman standing stool. Extensive education on health benefits of active sitting.
• Zemp BüromöbelmajorChannel Partner/ Reseller/ DistributorZemp is a Swiss manufacturer of custom office furniture including the Opus electric height-adjustable sit-stand desk (featured in current promotions) and Optimo standing desk. Local Swiss manufacturing with warranty.
• VariermajorChannel Partner/ Reseller/ DistributorVarier produces distinctive Norwegian ergonomic seating including Variable, Variable Plus, Move, Move Compact, Thatsit, and Kokon models. Focus on natural movement and ergonomic design.
• DauphinmajorChannel Partner/ Reseller/ DistributorDauphin is a German manufacturer offering office seating and lounge furniture. Products include the Indeed mesh chair and lounge/public space seating solutions.
• GirsbergermajorChannel Partner/ Reseller/ DistributorGirsberger is a Swiss manufacturer producing office furniture including Yanos Flex, La Punt work tables, Simplex stool, and Reflex lounge seating. Known for Swiss quality and customization.
• Giroflex (Stoll)majorChannel Partner/ Reseller/ DistributorGiroflex (now part of Stoll group) is a Swiss manufacturer of classic and contemporary office chairs. Model 353 and 434 series available along with conference and visitor chairs.
• ZücomajorChannel Partner/ Reseller/ DistributorZüco is a Swiss furniture manufacturer offering office chairs (Little Perillo, Averio) and lounge seating. Combines Swiss design with ergonomic functionality.
• EmbrumajorChannel Partner/ Reseller/ DistributorEmbru is a Swiss classic furniture manufacturer (eQ series) offering traditional and contemporary office furniture. Embru Klassiker collection also available.
• HaworthmajorChannel Partner/ Reseller/ DistributorHaworth is a global office furniture brand known for contemporary design and workspace solutions including seating and standing desks.
• FlokkmajorChannel Partner/ Reseller/ DistributorFlokk is a Scandinavian office furniture manufacturer. Paul Morger AG distributes Flokk products including chairs and sustainable office solutions.
• ProfimminorChannel Partner/ Reseller/ DistributorProfim is a Polish manufacturer of office seating. Products include the Mickey stool available at promotional prices.
• BimosminorChannel Partner/ Reseller/ DistributorBimos specializes in laboratory and cleanroom seating. Industrial-grade office chairs available through Paul Morger AG.
• RH (Regent)minorChannel Partner/ Reseller/ DistributorRH (formerly Refined Details) produces premium office seating including the Mereo Mesh chair.
• BisleyminorChannel Partner/ Reseller/ DistributorBisley is a UK manufacturer known for high-quality steel storage solutions including filing cabinets and archive storage in elegant steel designs.
• Sara (Metallmöbel)minorChannel Partner/ Reseller/ DistributorSara is a Swiss manufacturer of metal office furniture including storage cabinets, combining design, functionality, and cost optimization.
• ORTHOfitminorChannel Partner/ Reseller/ DistributorORTHOfit specializes in ergonomic seating solutions with orthopedic focus for office and workplace applications.
• LogitechminorChannel Partner/ Reseller/ DistributorLogitech is a peripheral partner providing business accessories including the MX Keys Combo for Business and Brio 4K Pro webcam.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• ALSO Group: Swiss-headquartered ICT distribution and services group serving SMB and enterprise customers across Europe. Comparable as a larger B2B channel that bundles hardware, software subscriptions, and managed IT services—exactly the hybrid that Paul Morger AG pursues at a regional scale.
• Bechtle: Large European IT and office equipment retailer/distributor with strong Swiss operations. Overlaps with Paul Morger AG on office furniture, IT hardware (notebooks, printers), consumables, and IT services, but at much greater scale and breadth across DACH.
• Brack.ch (Competec): Major Swiss e-commerce retailer covering IT, office supplies, and consumer electronics. Represents the pure-online competition that competes with Paul Morger AG on IT hardware, consumables, and entry-level office products, but lacks the dedicated office furniture showroom and planning service.
• Galaxus (Digitec): Switzerland's largest online retailer with broad coverage of office, IT, and home products. Directly competes with Paul Morger AG in IT devices, peripherals, and a growing share of home office furniture, while lacking the physical showroom and consultation offering.
• Microspot: Swiss online retailer specializing in electronics, IT, and home office products. Overlaps with Paul Morger AG on notebooks, printers, and home-office setups; competes primarily on convenience and pricing rather than ergonomic premium furniture and consultation.

Others

• Girsberger: Swiss manufacturer of premium office seating, tables, and lounge furniture (Yanos, La Punt, Simplex, Reflex). Paul Morger AG is a channel partner/reseller; Girsberger operates its own direct sales and showrooms, representing both a supplier relationship and a potential disintermediation threat.
• Moll: German/Swiss manufacturer of growth-adjustable children's desks and ergonomic office furniture (Joker, Champion, Unique, S1). Key partner brand for Paul Morger AG's children's furniture line and a competitor in any direct D2C channels Moll may develop in Switzerland.
• Zemp Büromöbel: Swiss manufacturer of custom office furniture including the Opus sit-stand desk. Strategic partner for Paul Morger AG's sit-stand desk category; relevant peer because Zemp sells direct as well as through dealers, blending manufacturing and retail.
• Haworth: Global office furniture and workspace solutions manufacturer. One of Paul Morger AG's premium partner brands for seating and sit-stand desks; relevant peer for understanding premium-furniture strategy and the channel dynamics that affect dealer economics.
• Flokk (HÅG): Scandinavian owner of the HÅG brand (Capisco, SoFi, etc.) and other premium ergonomic seating. A flagship partner brand for Paul Morger AG's office chairs; relevant peer because Flokk invests heavily in D2C and partner channels that compete with regional resellers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/morger
• LinkedInlinkedin.com/company/paul-morger-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Paul Morger