Drogerieshop24.ch

Behind Drogerieshop24.ch stands Abderhalden Drogerie AG from Wattwil in Toggenburg. A traditional Swiss family business that opened its doors to customers for the first time in 1945. What makes it special: since 1975, the pharmacy has been producing food supplements, remedies, tea blends as well as natural cosmetics and cleaning products under its own Abderhalden brand in its own laboratory. Today, the third generation continues to run the business – successfully balancing in-store sales with its own online shop.

In addition to its own brand, Drogerieshop24 lists 70 other brands in the fields of health, nutrition and cosmetics, from Weleda and Louis Widmer to Burgerstein. The range extends from vitamins, minerals, healthy fats and herbal extracts to emergency food supplies. As always, customers receive personal advice from qualified specialist staff – online as well as on site in Wattwil.

Key facts:

At the beginning of the collaboration, the categories were deeply nested. Users had to take detours to get to the product, and several categories were competing for the same search terms. For Google, it was therefore not clear which page should perform for a focus keyword – and in case of doubt, both then rank worse than a clearly assigned category. Our SEO and content team therefore untangled the existing categories and created new ones where there was demand. The largest new development was the sun cream section. For seasonal goods, lead time is crucial because Google needs several months until a new page ranks stably. Anyone wanting to sell sun protection in summer builds the category in winter.

This was followed by product texts with a focus on the own brand. The online magazine moved from Abderhaldendrogerie.ch into the shop, where it directly supports the relevant categories, and was at the same time completely rebuilt and optimized for search engines. The visibility index of Drogerieshop24 has almost tripled since the beginning of the collaboration with arboro.

Drogerieshop24 knows better than any agency how the own brand should appear in the shop. But together with arboro, the Abderhalden brand received more focus through its own section. Clearly named and neatly structured, it makes orientation in the shop easier and at the same time bundles all search queries related to Abderhalden products.

At the same time, the arboro content team supported the legally compliant wording of the Abderhalden product texts. This is because food supplements, foodstuffs and cosmetic products are subject to the Health Claims Regulation, which regulates and limits claims about effects for the specified products. We advised Drogerieshop24 on this and adapted the texts accordingly to be legally compliant – without sacrificing tone and style of language.

Successful relaunch on Shopware 6

In mid-2026, arboro successfully migrated Drogerieshop24 from Shopware 5 to Shopware 6. We used the changeover for a flatter category structure, a new UX design and a newly set-up content strategy. The most sensitive part was not visible: every page under a new URL needed a redirect before going live, otherwise the shop would lose the valuable rankings it had built up over two years during the move.

Now the foundations are in place and together we are continuing to work on strengthening the performance and revenue for Drogerieshop24.ch – we are not yet where we want to be and see a great deal of potential.

David Reichmuth-Abderhalden, owner and managing director of Abderhalden Drogerie AG, says: "Our product range at Drogerieshop24 is large, and legally we operate within a tighter framework than most online shops. Arboro accepted this. Today, the categories are logically structured, our own brand has gained even more focus, and with the product texts we know that they are worded cleanly. Our visibility on Google has improved significantly since we started working together, and the relaunch on Shopware 6 has shown that technology, SEO and content come together wonderfully hand in hand at arboro. In addition, we always receive clear and transparent assessments – even if we do not always like them – and on this basis we can make good decisions for ourselves."