Roland Armbruster’s interview
What: Manor CEO Roland Armbruster outlines comprehensive transformation strategy focused on fashion expansion, food innovation, and digital integration, backed by significant investments in store modernization across Switzerland's largest department store chain.
Why it is important: This strategic overhaul demonstrates how traditional department stores can successfully modernize their operations by balancing physical retail enhancement with digital integration, while maintaining their unique market positioning and customer base.
Manor's CEO Roland Armbruster is implementing a three-pillar transformation strategy for Switzerland's largest department store chain, comprising 59 stores. The first pillar focuses on expanding the fashion business in the mid to premium market segment, including upgrading the top 12 stores over the next three to four years and revitalising the company's private label offerings, which constitute 25% of non-food products. The second pillar emphasises food business development, particularly in French-speaking and Italian-speaking regions, with emphasis on fresh, locally-sourced products and in-store food preparation. The third pillar involves comprehensive digitalization of headquarters operations and the entire value chain, including website and app enhancement. The strategy also includes transitioning from a wholesale to a concession model and implementing sustainable practices, such as sourcing food from within 30 kilometers of stores and increasing bio cotton usage in private labels to 50-80%.
IADS Notes: Manor's transformation strategy is taking concrete shape across Switzerland, as evidenced by several key developments throughout 2024. The October 2024 launch of their new fashion concept in Basel and Lausanne represents a significant milestone, backed by a CHF 50 million investment to modernise their fashion spaces. This transformation includes the announced return to Zurich's city centre with a planned 13,000 sqm flagship store, demonstrating Manor's commitment to strategic urban presence. The early preview of their modernised fashion concept in Geneva showed promising results, while the strategic decision to close two locations in Ticino reflects their focus on optimizing their retail network. The success of their food retail innovation, as seen with the Geneva Manora restaurant concept, underlines their ability to adapt to changing consumer preferences while maintaining their position as Switzerland's leading department store chain.
