Mymuesli only leaves 3 branches
Mymuesli returns to its roots and closes all stationary stores except for three stores. That was at least 50 branches. Still, the company increased its profits by 369 percent.
The classic inner city locations are no longer worthwhile for the Mymuesli flake trade, which started as an online muesli sender in 2007. While 50 branches were still in operation in 2016, their number had reduced to 23 stores over the years.
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From 50 to 3: Mymuesli drastically reduces inpatient presence
And even of these 23 stores, Mymuesli is now closing 20. Only the store at the headquarters in Passau and the branches in Munich and Geisslingen in Baden-Württemberg will remain.
The development seems more sudden than it is. Mymuesli has not made any significant profits in stationary retail for years. The Passau company had rather viewed its branches as a measure to increase brand awareness – according to the old saying: trying is better than studying.
Sales in Mymuesli branches collapse in corona pandemic
With the growth of online sales, Mymuesli had closed dozens of stores over the years, with 23 remaining. They then fell under the wheels of the corona pandemic. Sales in the Mymuesli stores collapsed by 80 percent in 2020. That reports that Handelsblatt.
In addition to the sharp drop in sales in the city centers, the Mymuesli makers are likely to have been convinced of the correctness of the closure plans, especially the simultaneous steep sales growth in online retail. Because here the company was able to increase its sales by a third to 58.4 million euros. The total turnover rose by 15.7 percent to 80.3 million euros.
In total, Mymuesli was not only able to compensate for the loss of sales from the stationary trade. In fact, despite the lull in the inner city, an operating profit of five million euros was achieved – an increase of 369 percent compared to the previous year.
Not quite as strong, but very clearly at 28 percent, Mymuesli was able to increase the number of its active customers in the online shop to just under one million. So things are going really well for the Passau muesli brand.
Mymuesli wants to position itself more broadly
Therefore the product range is to be expanded now. In the meantime, various other products such as organic leaf tea (Tree of Tea) or plant-based milk alternatives (Nilk) can be purchased in the Mymuesli online shop.
“We want to grow from Europe’s leading muesli brand to the leading platform for individualized food,” says Mymuesli co-founder Hubertus Bessau, formulating the strategy
