Roland Armbruster interview: “we are shifting gears”
What: Manor accelerates retail transformation with CHF 200 million investment and new digital strategy, while reporting highest operational profit in years through targeted regional approach.
Why it is important: This comprehensive transformation demonstrates how traditional department stores can successfully combine digital innovation with regional market understanding, setting new standards for retail modernisation while maintaining profitability.
Manor CEO Roland Armbruster has unveiled an ambitious transformation strategy backed by a CHF 200 million investment over the next two years. The company has achieved its highest operational profit in years, notably turning its online operations profitable through strategic assortment optimisation and improved digital experience. The transformation encompasses both physical and digital realms, with significant investments planned for store renovations and Manor Food supermarkets. The retailer's sophisticated approach to regional differentiation is evident in its brand strategy, tailoring offerings to different Swiss regions (Strellson for German-speaking areas, Marella for Ticino, and Sandro/Maje for French-speaking regions). This regional customisation extends to both urban and rural locations, with Manor maintaining its position as a comprehensive retailer while adapting to local market needs. The appointment of Nicolas Kröger as Chief Digital Transformation Officer further reinforces the company's commitment to technological innovation and enhanced customer experience.
IADS Notes: Manor's transformation strategy builds upon successful initiatives launched throughout 2024-2025. The October 2024 introduction of new fashion concepts in Basel and Lausanne demonstrated early success in physical retail innovation. The March 2025 appointment of Nicolas Kröger as Chief Digital Transformation Officer strengthens the company's technological capabilities, while the achievement of online profitability validates its digital strategy. Under Armbruster's leadership, Manor has successfully balanced traditional retail strengths with modern innovations, creating a model for department store evolution.
