Brack achieves double-digit growth through its private customer business and becomes Super League title sponsor

The strategic and organisational work that has gone into transforming what was previously the Competec Group, and is now Brack.Alltron, is beginning to bear fruit. While the results for the first half of the year were below those for the same period of the previous year, the trading group – which includes online specialist merchant Brack and wholesaler Alltron – was able to match its sales figure of 1.14 billion Swiss francs in the previous year thanks to an outstanding second half of the year. Furthermore, it achieved this figure despite selling healthcare subsidiary Medidor AG in summer 2024. This means that Brack.Alltron experienced organic growth in the past year. Brack saw growth in the double-digit percentage range through its private customer business, consolidating the company’s status as Switzerland’s largest independent online merchant. One highlight for 2025 has already been confirmed: in the summer, Brack will become the title sponsor of the Swiss Football Association (SFV) Super League.

The key facts and figures at a glance:

• As a group, Brack.Alltron achieved sales of 1.14 billion Swiss francs in 2024, a figure equal to the previous year. This came despite the sale of healthcare subsidiary Medidor AG last summer, and indicates organic growth.

• Brack experienced growth in the double-digit percentage range through its private customer business, and the online merchant is set to become the title sponsor of the Super League, Switzerland’s top football league.

• Volumes of packages handled by the trading group rose by around 3.6 percent to 4.52 million.

• The changes being made in the corporate structure are almost complete, which means that the group can now focus on its new overall strategy.

Mägenwil, 23 January 2025 – “We are happy with the Brack.Alltron Group’s year-end results. The fact that we have been able to match our previous year’s sales despite selling Medidor AG shows that we have once again managed to achieve organic growth as a group over the year. We want to build on the positive momentum created in the second half of the year and become even more present and relevant on the Swiss market”, said Stefan Fraude, CEO of Brack.Alltron. Particularly positive was the result that Brack achieved in its private customer business, which enabled double-digit percentage growth in 2024.

To add to the welcome growth achieved through its private customer business, Brack has already announced a highlight on the horizon for 2025: starting from the upcoming season, the online specialist merchant will be the title sponsor of Switzerland’s top football league. “This partnership means much more to us than just having our name displayed in the league’s logo”, said CMO Roman Reichelt. “We will be giving fans a real sense of added value, and we’re already working full steam ahead behind the scenes on various projects relating to the sponsorship.” CEO Stefan Fraude reinforced this message, adding: “The partnership will definitely be reflected in our product ranges, too. We’ll be issuing more information about that at the end of the current season.” The Swiss Football League has also expressed its delight at the partnership: “With Brack, we are acquiring a partner which has been committed to the promotion of young talent in Swiss football for years. We still have fond memories of the company from the time as name sponsor of the Challenge League. We are now looking for-ward to working together at the highest level of club football and to exciting joint projects.”, said Claudius Schäfer, CEO of the Swiss Football League. The sponsorship contract will run for at least five years.

In the spring, Brack.Alltron completed the process of integrating Winterthur-based business supplies company Schoch Vögtli into Brack Business, its division for business customers. The B2B platform provides large companies and institutions with access to a variety of services for incorporating the procurement process seamlessly into their existing structures. The services include compilations of tailored product ranges and start pages, e-procurement processes and a kanban service in which Brack Business employees regularly check stocks of consumables at customers’ sites and replenish them as necessary. Brack Business also provides product finishing services, including unpacking, labelling, configuring and painting products that customers require. The procurement platform is available in English, German, French and Italian.

As was the case in the previous year, there was growth in the number of packages that Brack.Alltron’s logistics centre in Willisau (Lucerne canton) dispatched – although it was not as significant as the previous year’s rate. This can be attributed to the significant growth in the private customer segment, contrasted with the challenging market situation that business and trade customers are experiencing. As this trend is likely to continue in the future, Brack.Alltron’s work in logistics will be focusing heavily on process optimisation and automation. In March 2025, for example, a forth AutoStore system is being put into operation, equipping the small parts warehouse with more than 500 robots for bringing products directly to employees for picking purposes. When this is under way, the logistics centre will have a total area of 60,000 m². The outgoing goods process has also been optimised in collaboration with Swiss Post: from 2025, all orders placed by 7 p.m. – instead of the previous cut-off time of 5 p.m. – will be delivered on the next working day, provided that the products are in stock.

Internally, Brack.Alltron has made all the organisational amendments it needs to in order to form a functional corporate structure, and is starting the year with a new Board of Directors at full complement. Its aim, Fraude explains, is to drive forward the momentum that was gained in the second half of the year and maintain a consistent focus on the new group-wide strategy. It is hoped that this will enable Brack.Alltron to not only become a bigger presence on the market through its end customer brand, Brack, and its (specialist) trade customer brand, Alltron, but also give customers an improved shopping experience and even more benefits across every channel – which means private, business, trade and retail customers alike. The official name change from Competec to Brack.Alltron will take place in spring 2025, and will be followed by the Brack and Alltron rebranding in early summer. The business currently has 1335 employees, a figure that is down by 60 on the previous year. This is primarily attributable to the sale of Medidor AG and process optimisations. The trading group’s aim is to keep growing stronger while maintaining its workforce at the same level. Up to 155 members of temporary staff also worked alongside the logistics team over the course of the year to help manage peak times. In addition, Brack.Alltron currently has 67 trainees.