SPAR Switzerland

Central office

SPAR Handels AG (Schweiz)
Schlachthofstrasse 12
9015 St. Gallen
Switzerland

Tel: +41 713 1377 11
Fax: +41 713 1376 66

SPAR enjoyed another excellent year in 2007 with retail sale growing by more than 5%. This is a remarkable result in a market which has seen intensified competition with the arrival of Aldi two years ago whilst Lidl will enter the market in 2009.

SPAR was launched in Switzerland in 1989 and is focused in the German speaking part of the country. The 20th anniversary of the introduction of SPAR will be marked by SPAR Switzerland hosting the SPAR International Congress in 2009.

The food retail sector in Switzerland is very concentrated with the two market leaders accounting for 79% market share. SPAR ranks number 5 in the market and enjoys 3% market share. The SPAR business consists of 154 SPAR and EUROSPAR supermarkets. 2007 saw an increase in store size of more than 3%, with an average sales area of 397m2.

The SPAR Group also operates TopCC Cash and Carry outlets, which supply smaller independent retailers. It has also recently opened the first SPAR store in the neighbouring principality of Lichtenstein and has plans for further development.

The success of SPAR over the last number of years is a result of the commitment to offer consumers more freshness, a bigger choice including an extensive private label range and more organic products, including the ‘Natur*Pur’ range.

SPAR Switzerland has been very innovative in its marketing approach, which has always avoided direct comparison with the major competitors. This has included making special value promotions at a fixed price or promoting the wines of Gerard Depardieu who owns a small winery, Chateau Tigné, in the Loire region. The scale of this vineyard is too small to interest a large retailer but is a perfect match for SPAR and offers customers an unique product. The promotion of these wines generated significant PR for the company.

SPAR Switzerland is active in supporting local charities. 2007 was the sixth time that SPAR has organised fundraising for ‘Gleam of Hope’ in support of children suffering from cancer. The money is raised through sales of SPAR private label products during December.

SPAR also tapped into the interest in the European Football Championships, jointly hosted by Austria and Switzerland, by sponsoring 40 youth football teams as ambassadors of fitness and health.

Back to SPAR countries.