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8th February 2023

Migros wants to strengthen its presence in France with a fourth supermarket


The company already has a presence in Haute-Savoie and Ain, and is planning to open a new supermarket in the town of Divonne-les-Bains.

The company is planning to open a new supermarket in the town of Divonne-les-Bains, which is already present in Haute-Savoie and in the Ain region.
Already present in Haute-Savoie and, here, in the Ain, the retailer Migros is planning to open a new supermarket in the commune of Divonne-les-Bains.
KEYSTONE/Salvatore Di Nolfi
The French subsidiary of the orange giant Migros is continuing its expansion in neighbouring France with the intention of opening a fourth supermarket there, according to the newspaper 24 Heures. The opening of the 1,500 square metre store is planned for 2026.

Already present in Haute-Savoie and Ain, the Migros retailer is planning to open a new supermarket in the town of Divonne-les-Bains, in the Pays de Gex. Some forty jobs could be created in the long term.

“It’s a risky bet, but we believe that there is the necessary demand for a local supermarket in the region,” explains the general manager of Migros France, Didier Eicher, in an interview with the Vaudois daily newspaper.

Our strategy is not to attract Swiss customers to our French supermarkets.
DIDIER EICHER, MANAGING DIRECTOR OF MIGROS FRANCE
On the subject of opposition and the risk of saturation, the director responds with a shortage of shops in certain regions and a demographic evolution as a key element to take into account.

“Our strategy is not to attract Swiss customers to our French supermarkets, but to do everything possible to ensure that once they have crossed the border, they will shop here”, he confided, estimating that Swiss customers account for between 15 and 20% of the total.

This announcement follows that of the Vitam shopping and leisure centre extension project in Neydens.

Migros could not immediately be reached for comment.