Douglas takes the next step to increase its online growth

With NICHE BEAUTY, the former soap manufactory from Hamburg rounds off its product range

Douglas is not resting. In the course of #FORWARDBEAUTY, a reshaping strategy that was introduced by Tina Mülller (Group CEO), Douglas is simultaneously transforming from a retailer to a premium retail brand, as well as accelerating its online business growth, which also seems necessary.



Although Douglas is still in the leading position within Germany, their home and strongest market, other online stores, especially, are catching up. As a result, Douglas is focusing on improving its own online presence by redesigning its online store and developing a new app, and it is strengthening its market position through acquisitions. The starting shot was fired mid-2018 by acquiring parfumdreams, another leading European online perfumery. Instead of eliminating the brand, they took advantage of it by preserving the well-known format and even rolling it out in markets where Douglas already has a foothold. Furthermore, and most recently, they invested in strengthening their product portfolio by acquiring a majority stake in NICHE BEAUTY in form of a 51% interest. NICHE BEAUTY, established in 2011, focuses on luxurious and exclusive brands which complement Douglas’ multi-brand strategy. It remains to be seen whether this will be the last acquisition of the year. In any case, the beauty company headquartered in Düsseldorf is thinking ahead.


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August 2019