Emmen Center CEO Raoul Rossmann promises: “We want to be the cheapest.” Let’s see if that is true.
The entrance to the first Swiss Rossmann branch on the first floor of the Emmen Centre.
“Hoi Emmen” is written on the red fabric bags of the company Rossmann on Thursday, they felt as if they were hanging on the shoulders of every second customer
Rossmann, which says it is “one of the biggest drugstore chains in Europe” with 4,741 branches, opened its first Swiss store here and created 15 jobs. On 500 square meters there are approximately 15,000 items in areas such as cosmetics, cleaning, pet food, household, “organic food” and sweets.
Thursday must be…
To celebrate the day, Group CEO Raoul Rossmann traveled from the headquarters near Hanover. With his entourage, he walks through the aisles, examining one frame or another. Why is Rossmann daring to enter the market now? The competitor Müller has been there for 20 years. He replies: “That’s a good question.” Ultimately, “successful competitors” and “Swiss enthusiasm for drugstores” encouraged them to expand. Rossmann also offers variety with its own brands. But above all: “We will be cheaper than the Swiss retail trade.”
Emmer Drogist spies on the competition
Really? The LZ tests it: Isana shower gel 300 milliliters of aloe vera costs 95 centimeters at Denner – and at Rossmann? Also 95 centimeters.Christian Meister also notes that the prices are not that different from the competition. He runs his own drugstore on Sprengiplatz, looks at the range with interest and says: “Of course you’re not happy about new competitors, but we focus on medicinal products, and that’s why I’m not worried.”
Yes, baby food is also available. A Rossmann employee aligns the glasses correctly.
Rossmann already has a low-price image, at least among its customers. Ljiljanka Primorac,who is leaving the shop with two full red “Hoi Emmen” bags,says: “The organic products,for example,are cheaper than at Alnatura.” She is very happy with the new offer. Something like this has been missing from the Emmen Center since the health food store moved out. Simultaneously occurring, the two students Mia, 14, and Biborha, 15, proudly display their drinks and say: “You couldn’t buy them here before.” And is Rossmann cheaper than everyone else? You get: “Yes, but not for everything.”
Schnellmann: “I’m in trouble”
One person is happy on an opening day anyway if the products cost as much as possible: Patrick Schnellmann, Emmer’s financial director (centre), stands at the cash register for an hour and says: ”The revenue will go this is for the benefit of the Spieltraum association for Emmer projects. ” After all, it is 3,500 francs. “It’s a nice gesture, that’s why we agreed to this campaign,” he says. The local council expertly draws lipstick or cat food over the scanner. And looking at the long queue, he tells the reporter with a smile: “I’m in a hurry!” According to Schnellmann, the opening of the first Swiss branch in Emmen is a matter of satisfaction: “Rossmann is a brand that people know.”
He knows a lot about numbers: Emmen’s finance director, Patrick Schnellmann, helps out at the cash register when the store opens.
Other locations will soon follow, for example in Brunnen. According to Raoul Rossmann, ”ten new openings per year is realistic”.
How is Rossmann planning to compete with established retailers in the Swiss market?
It looks like you’ve shared a detailed excerpt from an article about the opening of a rossmann store in Emmen, Switzerland, along with some images and captions. Here’s a summary of the key points:
– Rossmann has opened its first store in Switzerland at the Emmen Center,marking its entry into the Swiss market,where it plans to compete with established retailers like Müller.
– The new store spans 500 square meters and offers approximately 15,000 products across various categories, including cosmetics, cleaning, pet food, and organic food.
– Group CEO Raoul Rossmann visited the store for the opening, expressing confidence in the brand’s ability to compete in switzerland, particularly by promising lower prices than local retailers.
– Local competitors are observing this progress cautiously. Some store owners note that while they are not thrilled about new competition, their focus on medicinal products allows them to remain unconcerned.
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