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For many people, the Müller brand is synonymous with variety, quality and a special shopping experience. After 30 years of successful presence on Mallorca, the company is now venturing onto the Iberian peninsula. With new shops in Calpe and La Pobla de Vallbona, which will open in 2025, as well as an existing branch in Finestrat-Benidorm, Müller is continuing its expansion course with determination.
But what is the strategy behind this move and what makes Müller unique in a highly competitive market? CBM talks to Pedro Amengual, Managing Director of Müller in Spain.
What were the reasons for this?, that Müller is in favour of expansion to the peninsula, and why was the choice to the Comunidad Valenciana?
It is the natural step for a brand like ours. Our aim is to fulfil people's needs by introducing a business model that is new in Spain with its variety of products and special shopping experience. At the same time, we want to enable tourists to feel at home and buy familiar products from their everyday lives.
Valencia offers an ideal mix of a high number of residents and tourists, which is very interesting for us. In addition to our 14 branches in Mallorca, we already operate a branch in Finestrat-Benidorm and will open two more in Calpe and La Pobla de Vallbona in 2025.
How does Müller stand out from the strong competition on the mainland?
We do not see ourselves as direct competitors to any particular brand, as we cover a broad spectrum: from perfumery, drugstore, toys, pet supplies and much more. This concept of combining everything under one roof and offering such a large and varied range of products at such a great price is something new for our customers.
In fact, we often hear customers from cities such as Madrid or Barcelona ask us: „When will Müller finally open in our city?“ This shows how much our concept is appreciated.
What role do sustainability and environmental projects such as the collaboration with MBRC The Ocean and Beefuture play?
Sustainability is a central component of our corporate strategy, which is driven directly by the management. We are proud of projects such as MBRC The Ocean, which supports the protection of the oceans, and Beefuture, which is committed to the preservation of bees. We will continue to invest heavily in these important initiatives.
How have 30 years of Müller on Mallorca shaped the identity of the brand, and which
Experience you would like to to the peninsula?
Our three decades in Mallorca have shaped our brand, strengthened our reputation and given us a deep understanding of Spanish consumers. Although our range is largely standardised, we are always adapting to local needs - be it through regional suppliers or by expanding the product lines that are particularly popular with Spanish customers.
With a clear vision and a comprehensive concept, Müller proves that expansion not only means growth, but also the ability to engage with new markets and understand local specialities. The Costa Blanca could prove to be another milestone for the company - with a focus on quality, sustainability and a shopping experience that is unrivalled in Spain.
