Müller expands into Slovakia
The German retail group Müller continues its European expansion and opens its first shop in Slovakia. With investments totalling 14.7 million euros and plans for up to 25 additional locations, Müller is demonstrating its ambitions in a highly competitive market. The development of the Slovakian market is part of a comprehensive strategy to strengthen the brand and win new customers.
First shop in Trenčín
The Müller retail group, known for its wide range of drugstore, perfumery and other products, opened its first shop in Slovakia on 17 June 2025. It is located in Trenčín in western Slovakia in a busy retail park and has a sales area of 1,472 square metres. The opening of the shop is not only a step towards market presence in a new country, but also an important part of Müller's expansion strategy in Europe, as this is the ninth country for the brand.
Up to 25 shops planned
Müller plans to open a further five stores in Slovakia over the next 24 months. The initial investment volume amounts to around 14.7 million euros. The intention is to establish up to 25 shops in the country, with four of the new locations planned in the capital Bratislava. This underlines Müller's long-term commitment to the region and signals the growth potential that the brand sees there.
Strategic importance of Slovakia
For Müller, the choice of Slovakia as a target for expansion appears to make strategic sense. Geographically, the country is favourably located, as it forms a bridge to the existing markets in Austria, Hungary, Slovenia and Croatia. Other advantages include a stable economic basis, a growing middle class and increasing purchasing power.
Hybrid product range concept
Müller's positioning stands out from traditional drugstores as the company pursues a hybrid concept of drugstore, perfumery and other product areas. With over 195,000 items, including around 7,000 own brands, Müller deliberately targets a wide range of customers and presents itself as a versatile provider of everyday products and lifestyle products.
Strengthening brand perception
A key aim of the expansion is to strengthen brand awareness and build up new customer groups. Müller is planning to introduce a customised app for the Slovakian market, which will offer personalised offers and a modern shopping experience.
Logistics and goods supply via Hungarian site in Letenye
Müller's logistics structure in Slovakia is supported by a central logistics centre in Ulm. Goods are supplied via a Hungarian location in Letenye, which coordinates distribution to the Slovakian shops. This well thought-out logistics strategy promises efficiency and reliability in the supply of the new locations.