What's next for Micasa?

Were you taken by surprise by Migros' decision to sell Micasa?

Philipp Agustoni: No, it has been clear for some time now that Micasa would no longer fit into the portfolio if Migros wanted to focus on its supermarkets.

Manuel Landolt: In anticipation of this, we have worked out a scenario for how we could continue to run Micasa as an independent business unit.

How did you find each other?

Landolt: Through our joint work at Migros Fachmarkt AG. We hit it off right away and quickly realised that we shared similar values. As entrepreneurs, we complement each other well: Philipp has a lot of purchasing experience and furniture expertise, while I have a lot of experience in the strategic and operational business.

How much did you pay for Micasa?

Agustoni: We have agreed not to disclose the purchase price.

And where is the money coming from?

Agustoni: We have investors from both Germany and Austria on board, the Brandstetter-Finger and Wiest families. Together, we form the new consortium of owners.

How were you able to convince the investors to get on board?

Agustoni: We didn't need to reach out to them at all. They approached Migros during the course of the sale. We presented our business idea to them, and they immediately liked it. Our investors have a lot of experience in spinning off business units from existing structures. Together with our furniture expertise, this creates the perfect symbiosis.

What do you expect from the company's new independence?

Agustoni: This is a huge opportunity. Up to now, for example, we have used Migros' logistics and IT, which is not specifically tailored to our needs as a furniture retailer. In addition, our employees are currently still employed by the individual cooperatives. Consolidating everything under Micasa AG will allow us to become more efficient and faster.

It almost sounds a little but like you're getting rid of unnecessary burdens.

Agustoni: In a way, yes. With ten cooperatives and a head office, a great many people are involved, each with their own interests and goals. In future, we will be able to drive the business forward in a targeted manner in line with our own ideas.

For how long?

Landolt: Our business plan is designed to run for a period of five years. We see Micasa as a long-term project.

Agustoni: There is no exit strategy. If we are successful, there will be no reason for us to stop.

What are you currently working on?

Landolt: We are setting up the new organisational structure, i.e. new IT, logistics, finance and HR departments, for example This is an operation being conducted on a moving train, as the business continues to run unchanged.

Agustoni: We don't want our customers to notice any of this.

Will you be allowed to continue using the brand name "Micasa" indefinitely?

Agustoni: Yes, we have clarified that legally. Micasa will remain Micasa. The brand is extremely well established. A name change would leave us facing "mission impossible."

Migros is parting company with its speciality stores, as the retail business has lost a lot of ground to online retail over recent years. Why have you decided to continue the Micasa story?

Agustoni: Physical shops remain essential in the furniture trade, even if growth is now taking place online. Customers appreciate being able to look at fabric samples in the shop and try out different sofas. We therefore offer the full spectrum: a strong digital channel, larger shops with a comprehensive product range and small shops in locations with a high customer footfall, such as shopping centres.

Landolt: Nowadays, many people no longer drive out to agglomerations to shop in a huge furniture store. The big international providers, in particular, are feeling the effects of this trend.

At the same time, the overall market for furniture and furnishings has shrunk in recent years. How are you planning on competing with the big players such as IKEA and XXXLutz?

Agustoni: We are ideally positioned. The Micasa brand is very well known and enjoys a high level of trust in Switzerland. With our shop mix and a strong digital channel, we are able to optimally serve our customers.

Will there be any site closures?

Landolt: Prior to the takeover, a few stores will be closed by the relevant cooperatives. We are taking over 30 stores and are currently not planning any closures. On the contrary, we even see development potential for small shops in the medium term.

Where do you think Micasa will be in ten years' time?

Agustoni: We will continue to operate as the leading Swiss furniture store, inspiring our customers with a high-quality and durable range of products, an attractive price-performance ratio and a clear commitment to quality Swiss design.

Landolt: My vision is that we will lead Micasa into a successful future with a strong team culture.

Do you have a favourite piece of Micasa furniture at home?

Agustoni: Yes, a Harrison sofa. It has a timeless design and is top quality – even my children can't damage it.

Landolt: I gave my wife the Andres fabric armchair for Christmas because our children often take up the whole sofa. But, I now find myself sitting on the armchair most of the time because it's so comfortable.