“Our cooperative strengthens small- and medium-sized businesses”

We wanted to know how the 34-year-old experienced his first few months in his new role, where he sees the cooperative’s strengths and why SMEs in particular benefit from membership of FÜR SIE eG.

My tasks were very beverage-specific until I started at FÜR SIE eG. Over the last few months, I’ve been familiarizing myself intensively with new business segments and have spent a lot of time in the sales department, says Niklas Müller, describing his first time as a Management Board member. Personal interaction with members and customers was particularly important to him – and was received positively throughout. Together with his fellow board member Dr. Martin Küssner, Müller forms a team that ideally complements each other thanks to their different industry experience.

Records and new challenges

2024 was a record year for FÜR SIE eG – with sales distributions of a new order of magnitude. But Müller warns against deceptive calm: The markets are dynamic, changes are omnipresent. Expansion and acquisition remain key issues. The cooperative has recorded strong membership growth and a broader customer base in recent years. Our aim is to join forces and share knowledge – so that every member becomes stronger.

Changes are also imminent in the back office area. New supplier negotiation formats and digital services are being tested. Niklas Müller attaches particular importance to intensifying communication with members: We want to move away from one-off meetings and towards a continuous dialog.

Growth potential in the SME sector

Niklas Müller sees further growth potential for the cooperative – especially among small and medium-sized companies. We give them access to conditions and services that they could hardly achieve on their own, emphasizes the FÜR SIE boss. Most of the new members have recently come from the large consumer sector – a sign of the model’s attractiveness.

He also sees great potential in the market for commercial kitchens and company canteens: Medium-sized businesses in particular need support in areas such as digitalization, billing or customer management. Genau dort setzen wir an.

Promotion through community

FÜR SIE eG sees itself as an active supporter of its members. Our core mission is clear: we negotiate purchasing benefits and offer services that would be almost impossible for individual companies to implement on their own, says Müller. Examples of this include digital marketing tools, joint brands such as “DIE GETRÄNKEKÖNNER” and customer loyalty programs. In this way, we strengthen our members in their day-to-day business and develop the network at the same time.

For Niklas Müller, the cooperation with REWE Group is not a one-way street either: Our members contribute regional anchoring and market knowledge from which the entire Group benefits.

A medium-sized company – networked throughout the Group

FÜR SIE eG combines the best of both worlds, says Müller: Our medium-sized character enables flat hierarchies, quick decisions and a lot of creative freedom. At the same time, we are closely networked with the REWE Group. This combination is what makes it so attractive.“

For Niklas Müller, the cooperative is the model for the future: We are SMEs through and through – close to our members and their daily challenges. At the same time, we offer the opportunities of a corporate group. The cooperative is not a model of yesterday, but one of the future. Young people in particular are looking for a sense of purpose, community and creative freedom – and that’s exactly what we can offer.“