More Galaxus brand products coming to the online shop soon
13.12.2024
Translation: Jessica Johnson-Ferguson
Good-quality products at an attractive price with a Galaxus finish – that’s the aim of a whole range of own-brand products you’ll soon be able to find on Galaxus. So what’s the story behind the shop’s own brand?
Cables, batteries, chargers and hubs – Digitec’s own-brand products have been around for a while. They’re designed by a team in Zurich and available for purchase on Galaxus and Digitec. Galaxus, on the other hand, has only launched one product so far: moving boxes. Kind of makes sense, seeing that we do know a thing or two about cardboard packaging.
But now, a team led by Osman Erdogan, Head of Trade Brand Management, is venturing into other product categories. In the upcoming weeks, customers will be seeing suitcases and packing organisers for clothes, water bottles, storage containers as well as underpants and T-shirts. These products are currently already listed:
What might sound like a random selection is the result of an in-depth analysis and good planning. We researched which product types customers are particularly interested in and where there might be gaps in our range. Are certain products from other manufacturers prone to defects? Are some of them too expensive?
«We want to offer solid products at an attractive price without being in the premium range,» says Osman. So how does this tie into producing suitcases, for example? After all, there are already hundreds of them in the range. The analysis revealed that Galaxus customers often buy suitcases in a certain price category. What’s more, judging by the questions and reviews from customers who bought this type of suitcase, one thing was important: that the wheels run smoothly.
China – the world’s workbench
And so the team working on Galaxus’s own brand put their heads together to determine what a Galaxus suitcase should feature and how it should be priced before searching for a manufacturer. One thing’s certain, Asia’s currently the best place to efficiently produce a reasonably priced suitcase. However, there are manufacturers, such as Rimowa, who have production facilities in Europe. But China is still the world’s workbench. And because virtually the whole world produces their products there, the country has a suitable manufacturer for every need. In close partnership, the exact products the customer wants are created – the customer being Galaxus in this case. For our suitcases, for example, the more expensive castors are from a Japanese manufacturer.
Part of the partnership also includes the factories complying with defined standards. In terms of guidelines, Galaxus works closely with its parent company Migros. A Migros office in Asia regularly visits manufacturers for audits. The Digitec Galaxus team was also recently on site to give the latest own-brand products a Galaxus finish.
Subtle Galaxus branding
Product Designer Joe Griesbach is the man in charge of this. «We always ask ourselves if the product serves its purpose, if it’s well made and, finally, if it suits us as a company,» he explains. In addition to a timeless and functional design, the branding’s always subtle. For example, the Galaxus lettering on the suitcases is engraved on the puller of the zipper. The shape and design features of the water bottle are reduced to their essentials. The packaging is as plastic-free as possible. Instead, we use cardboard from FSC-certified sources.
Sustainability is always an issue when looking for a suitable manufacturer. «We try to push the boundaries wherever we can,» says Osman. However, he also admits that you often reach your limits quite quickly. Take a factory in China from which Galaxus buys a fraction of its annual production. It’s not like they’ll be switching to recycled raw materials just because of Galaxus. «We’re simply not a big enough player. A least not yet,» Osman adds.
Cheaper than branded products
However, if the own-brand products catch on with customers, Galaxus will eventually be big enough to enforce its demands more successfully. The recipe for success? Direct procurement, no third-party distributors, no marketing, our own warehouse and clever logistics. This combination also brings prices down. In most cases, these are also lower than what well-known brands are offering, most of which also produce in China, of course.
Do you have any questions about Galaxus’s (or Digitec’s) own brands? Ask us in the comments! The team and I will try to provide you with as much information as possible.
Header image: Manuel Wenk
Martin Jungfer
Head of Content
Martin.Jungfer@digitecgalaxus.chJournalist since 1997. Stopovers in Franconia (or the Franken region), Lake Constance, Obwalden, Nidwalden and Zurich. Father since 2014. Expert in editorial organisation and motivation. Focus on sustainability, home office tools, beautiful things for the home, creative toys and sports equipment.
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