Müller Aims to Become a 'Serious Competitor in Online Retailing'

The Müller retail group is repositioning its online shop with a technological overhaul, aiming not only to flexibly expand its digital offerings but also to roll them out across all international markets where Müller operates.

The modernisation of the online store goes far beyond a visual relaunch. It is primarily a technological upgrade, with Müller partnering with KPS, an IT service provider specializing in MACH architectures (microservices, API-first, cloud-native, and headless).

By dividing the online shop into independent modules, Müller can implement technical innovations more quickly in the future. This modular approach is expected to reduce development times, allowing the company to respond swiftly to market changes. "With this 180-degree turn in our omnichannel strategy, we are setting new standards in digital commerce and creating the foundation for sustainable growth and innovation," explains Kai Renchen, Head of the Digital Division. "Our innovative MACH architecture, combined with a clear focus on user-friendliness and efficiency, demonstrates that we are ready to actively shape the future of retail."

Significant updates have also been made in terms of content. The search functionality has been optimized, and the product range is being gradually expanded. Additional enhancements and new features are planned in the coming weeks and months, including full integration of loyalty programs and the introduction of an express pickup option. "The goal is to establish the digital offering in all seven foreign markets and to make Müller a serious competitor in online retailing within the next twelve months," the company stated in a press release.

Müller operates over 900 stores in eight European countries and has long expanded beyond its core focus on drugstore items. In addition to its strong stationery and perfumery ranges, Müller has become a key player in the toy and entertainment sectors, including games. The company has branches not only in Germany but also in Switzerland, Austria, Croatia, Hungary, Slovenia, Spain, Liechtenstein, and Slovakia.