Brack.Alltron returns to growth
The Swiss online retailer Brack.Alltron increased its revenue by 1.9 percent to 1.16 billion francs in 2025. Following a decline in 2023 and stabilization in 2024, the new strategy under CEO Stefan Fraude is beginning to show results. Operating EBITDA increased by approximately 20 percent.
Brack.Alltron, the largest independent Swiss online retailer, recorded sales of CHF 1.16 billion in 2025. This corresponds to an increase of 1.9% compared to the previous year. After sales declined for the first time in the company's history in 2023, sales stabilized in 2024 under the new management and have now resumed their growth trajectory in 2025.
"The new strategy for the future, which was accompanied by a structural reorganization, bore its first fruits last year. We were able to confirm the upward trend in sales development," says Dr. Stefan Fraude, Chief Executive Officer of Brack.Alltron. The company is in the middle of a major transformation process. Fraude is pleased that all relevant figures have developed positively after just one year. "But we are still at the beginning of our journey to develop both Brack and Alltron into even stronger digital retail companies," he says confidently.
Significant increase in operating profitability
This is particularly pleasing for the company: Operating EBITDA increased by around 20% compared to the previous year. This enables investments and innovations for the future. This success is remarkable given that Brack.Alltron reported declining sales in 2023 and sold Medidor and its sales in mid-2024.
The parcel volume processed at the logistics center in Willisau (LU) continued to rise in 2025 and amounted to 4.58 million. This corresponds to an increase of 1.3 percent compared to the previous year. This volume can be handled thanks to world-leading automation with the AI-based picking robots from start-up NoMagic and the more than 500 robots that transport products from the AutoStore warehouse to the picking stations fully automatically around the clock. Brack.Alltron employs 1292 people.
Ambition of a comprehensive digital department store
Fraude has a clear plan for the coming years: "We will intensively expand the product ranges in order to do greater justice to the ambition of a comprehensive digital department store with ICT and increasingly also non-ICT products. We also want to raise the customer experience on all our sales channels to a new level and inspire our customers." On the one hand, the aim is to become one of the most attractive one-stop stores in Switzerland for private customers. On the other hand, we want to consolidate and expand our leading position in the distribution and B2B business.
Brack significantly increases brand appeal
The appeal of the Brack brand has risen by 12% since the launch of the Brack Super League - by far the strongest increase of all e-commerce brands, as determined by the YouGov Institute in November 2025. Brack's new brand identity was honored with the German Design Award as one of the best rebrandings.
The marketing of the Brack Super League also proved successful: the first-time listing of football products from the Puma, Adidas, Macron and Reusch brands led to a 230% increase in sales in this area. The new Brack app was implemented in just five months, achieved more than 20,000 downloads in the first 20 days and immediately topped the download charts in the Apple Appstore and Google Playstore.
The fact that Brack is becoming a more attractive brand for young, digital target groups was also demonstrated by the collaboration with Red Bull: the energy drink manufacturer chose Brack as the exclusive distribution channel in Switzerland for its glacier ice edition. Around 120,000 cans were sold out within 48 hours.
The ICT distributor and sister company Alltron celebrated its 40th anniversary at the CONNECT trade fair and continues to expand its market position.
