The Migros Group has officially announced the sale of its cosmetics subsidiary, Mibelle, to the Spanish company Persán, marking a significant shift in its business strategy. This acquisition includes all 1,400 employees and production sites of the Mibelle Group located in Switzerland, France, Great Britain, the Netherlands, the USA, and Australia. The deal comes as part of Migros's broader effort to focus on its core supermarket business while maintaining long-term supply contracts for popular own-brand products.
Persán, a family-owned business based in Seville, specializes in body and household care products and has been expanding its international footprint. After the acquisition, Persán will employ over 3,000 people, significantly increasing its workforce. The company currently operates three plants in Spain, France, and Poland, and with the addition of Mibelle's operations, it aims to strengthen its position as a key player in the private label and contract manufacturing sectors.
According to Migros, the sale of Mibelle was a strategic decision to concentrate on its primary business areas, which include food, non-food, financial services, and health. "By focusing on our core business, we can enhance our own brands while ensuring that products like Handy, I am, and Zoé remain available for our customers," said Matthias Wunderlin, Head of Migros Industry.
Notably, Mibelle's subsidiary, Gowoonsesang, which is based in South Korea, was not included in this transaction. Gowoonsesang was sold to the French cosmetics giant L'Oréal in December 2024, a move that has been part of Migros's ongoing restructuring efforts.
The sale of Mibelle concludes a year-long process during which Migros sought a suitable buyer for its industrial arm. The terms of the sale, including the purchase price, have not been disclosed, as both parties agreed to confidentiality. However, industry experts view this acquisition as a significant milestone for Persán, allowing it to access new technologically advanced areas and develop innovative, high-quality products for its customers.
Persán's CEO Antonio Somé expressed optimism about the acquisition, stating, "The takeover of the Mibelle Group allows us to access new, technologically advanced areas and further develop innovative and high-quality products for all our customers." This sentiment was echoed by Wunderlin, who noted that with Persán at the helm, Mibelle can pursue its growth and international expansion strategy more effectively.
Mibelle is well-known for its iconic products, including the orange dishwashing liquid Handy, which has become a staple in many households. The company also produces personal care items under the I am and Zoé brands. According to Migros, long-term supply contracts have been established to ensure that these products remain available to customers in the future.
In addition to its core operations, Mibelle has been exporting approximately 70% of its products, with significant sales to various international markets, including a notable partnership with the German drugstore chain dm. This export reliance was a factor in Migros's decision to divest Mibelle, as the company sought to streamline its operations and focus more closely on its supermarket business.
As part of the restructuring, Migros has sold several other divisions over the past year, including its electronics business Melectronics to Media Markt, its sports chain SportX, and its bicycle business Bike World. The company has also divested its OBI branches and other specialist stores in a bid to concentrate on its strategic priorities.
With the sale of Mibelle, Migros has completed its restructuring process, which began a year ago. This strategic shift is aimed at strengthening the company's focus on its core supermarket operations, allowing it to enhance its own-brand offerings while ensuring that it remains competitive in the retail market.
The acquisition of Mibelle by Persán represents a significant opportunity for both companies. For Persán, it marks a step towards becoming one of the largest players in the private label and contract manufacturing sectors globally. The company, which has been working to diversify its client base beyond its traditional dependency on the Spanish supermarket Mercadona, sees this acquisition as a way to enhance its market share and reduce its reliance on a single customer.
Looking ahead, the integration of Mibelle into Persán is expected to be completed by mid-2025, with the transition plan already in motion. As Persán continues to expand its international presence, it aims to leverage Mibelle's established brand recognition and operational expertise to drive further growth and innovation in the market.
In summary, the sale of the Mibelle Group to Persán not only highlights the strategic realignment of Migros but also positions Persán for significant growth in the coming years. With a shared commitment to quality and innovation, both companies are poised to benefit from this new partnership.
