The starting signal

The Migros vans rolled into action without government authorisation. The drivers handed out flyers to the housewives, describing how Migros planned to sell their products as quickly, efficiently and inexpensively as possible.

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 CHF100,000 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.