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Pour toute demande individuelle relative à l’histoire de Migros, veuillez vous adresser aux archives historiques de la Fédération des coopératives Migros.
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The starting signal
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The first office of Migros AG at Hafnerstrasse 31 in Zurich’s industrial district (1925). [MGB_Dok_Fo_054602] © Archive FCM 
First Migros storage facility at Ausstellungsstrasse 84 in Zurich (1925). [MGB_Dok_Fo_131765] © Building History Archive of the City of Zurich 
Migros advertisement in the newspaper "Die Brücke" (1931). [MGB_Dok_Fo_131768] © Archive FCM 
Advertisement in the newspaper "Zeitung in der Zeitung" (1925). [MGB_Dok_Fo_131766] © Archive FCM 
Advertisement in the newspaper "Zeitung in der Zeitung" (1928). [MGB_Dok_131767] © Archive FCM
On 10 August 1925, Gottlieb Duttweiler puts in an application to the Zurich police department for permission “to offer for sale” foodstuffs on public property. The purpose of his new company is to sell the products in the “fastest, most efficient and thus cheapest” way, using sales vans in the districts of Zurich. This method would allow him to sell the products for 10 to 30 percent less than “overpriced brand articles”. He proposes a trial with non-brand products, selling them as Migros products: “The only advertising should be the quality.” He anticipates any reservations by explaining that the sales vans are “hygienically impeccable, completely enclosed” and that all products “are packed extremely well and dust-proof”. In addition, he provides a list of the almost 200 planned stops of the Migros vans.
Migros AG is founded on the same day with more than CHF 100,000 in share capital, five sales vans, an office and two storage facilities. Its greatest capital, however, is its founder, with his wealth of ideas and inexhaustible energy.