Starting in 1925, Duttweiler's company used its own sales vehicles to bring low-priced goods directly to customers. The prices were low because Dutti bought wholesale, cutting out the middleman. This meant not having to pay rent for shop premises.

As a number of producers boycotted Migros, it simply produced its own goods from 1928 onwards. Dutti acquired his first production company, 'Alkoholfreie Weine AG'. Over time, the extremely diverse Migros Industrie organisation emerged.

Migros was quick to imitate branded products, which it then sold at much cheaper prices than the originals. A good example of this is the Eimalzin malt drink, which was launched in 1929 and is similar to Ovaltine. It is now a Swiss classic in its own right.

In 1941, Duttweiler handed his successful company over to the Swiss people by converting it into a cooperative. The aim of Migros is not to make shareholders richer, but to serve the general public.

Dutti also wanted to give poorer people access to education. Migros began running extremely affordable language courses from 1944 onwards: people could learn Italian, French, English or Russian for just CHF 5 a month. The courses proved highly popular.

From 1947, the Migros subsidiary Ex Libris made books affordable and was soon also selling records and gramophones at low prices. Today, it operates the largest online media shop in Switzerland.

In 1948, Dutti revolutionised the retail sector for a second time by introducing the concept of doing your own shopping. Customers were now able to reach into the shelves and pick products for themselves. The new stores achieved record sales.

Classical concerts shouldn't be reserved exclusively for the rich. That's why Dutti founded the Klubhaus concerts in 1948, which ordinary people could afford. In 1957, he signed up opera diva Maria Callas for a performance in Switzerland.

In its early years, Dutti's company initially sold basic foodstuffs at lower prices. Now, it was the turn of luxury products. In 1949, Migros introduced low-priced ice cream, nylon stockings and cut flowers, which only became affordable thanks to Migros.

In 1957, Dutti set up a unique institution called the Migros Culture Percentage: the retailer pledged to spend a proportion of its annual revenue for the common good. This commitment was also enshrined in the articles of association.