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Düsseldorf, 5 December 2024 – The DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, significantly expands the range of its Retail Media solutions with the upcoming launch of a new self-service platform and an initial phase of enhanced industry partnerships. Leveraging its data capabilities and leading market position, the company thereby offers brands – both existing partners and brands beyond the DOUGLAS Group network – unparalleled insights and access to high-quality audiences within the beauty industry.
Retail Media is the fastest-growing area in digital advertising (Source: IAB Europe) and an important part of the DOUGLAS Group’s growth strategy "Let It Bloom". By utilizing the company’s own digital and physical channels, Retail Media enables brands to use data-driven advertising to directly reach consumers at pivotal decision points. With third-party cookies gradually phasing out, Retail Media is often referred to as the “third wave” of digital advertising by leveraging valuable first-party data from customer shopping behaviour, such as browsing patterns and purchase history. With its strong business unit DOUGLAS Marketing Solutions, the DOUGLAS Group is at the forefront of the Retail Media development and is now expanding its offering for clients with much-requested new services.
New self-service platform with increased autonomy and control
Launching in the first quarter of 2025 across nine countries including Germany, France, Poland, Spain, Belgium, the Netherlands and Italy, a new self-service platform will give media partners direct access to on-site booking placements across DOUGLAS Group channels – catering to the growing demand for flexibility and precision targeting. The tool will offer partners autonomy to tailor their campaigns and respond swiftly to market needs without relying on account managers. The DOUGLAS Group therefore streamlines campaign management for brands, further establishing itself as a convenient and efficient partner for media planning and execution. Brand partners can join a waiting list now for exclusive early access in the soft launch phase.
Enhanced industry partnerships for offsite media activation and unique insights
In addition to the self-service platform and in an initial phase, the DOUGLAS Group further leverages its data capabilities through enhanced partnerships with TheTradeDesk and cmmrcl.ly, which serve clients with advanced tools for precise digital advertising and analytics. These collaborations will allow brands both within and beyond the DOUGLAS Group network to take advantage of first-party data from Europe’s leading omnichannel destination for premium beauty for their own marketing efforts. This strategic pilot enables brands to access high-value audience segments within beauty, from purchase intent to category interest even outside the DOUGLAS Group websites, expanding advertising possibilities into the open web and across a range of digital channels, including Digital Out of Home (DOOH), Connected TV (CTV), Social Media, mobile and audio.
Jessica Wegner, Senior Vice President Group Retail Media & Managing Director of DOUGLAS Marketing Solutions, said: “We are a media powerhouse within beauty, and our expanded Retail Media offering marks a transformative step in the industry's digital advertising landscape. With our new self-service platform and data collaborations, we are listening to the feedback from our brand partners and agencies and are now enabling them to engage with audiences in a more direct and insightful manner than ever before. These advancements reflect our dedication to driving value through responsible and high-quality data usage. As Retail Media enters a new era, the DOUGLAS Group will continue to set the standard for impactful, consumer-centred advertising solutions.”
DOUGLAS Marketing Solutions: Rapid growth and success
Since its launch five years ago, the DOUGLAS Group's Retail Media division, DOUGLAS Marketing Solutions, has rapidly expanded across nine markets and now counts up to 40 experts. Through its use of consumer insights and personalized omnichannel media strategies – including data-driven off- and on-site advertising solutions and product testing campaigns –, the DOUGLAS Group has established itself as a pioneering force in Retail Media. Over the past five years, DOUGLAS Marketing Solutions achieved a compound annual growth rate (CAGR) of over 60% in sales and has become a high-margin revenue stream and important pillar in the Group's "Let it Bloom" strategy.
As a leader in Retail Media, the DOUGLAS Group rigorously ensures that customer information is handled with the utmost care and in full compliance with the General Data Protection Regulation (GDPR) and other applicable data privacy laws. The data-driven solutions prioritize customer privacy by exclusively utilizing aggregated and anonymized data insights. Robust security protocols are in place to protect data at every stage, safeguarding both customer trust and data integrity.
The DOUGLAS Group, with its commercial brands DOUGLAS, NOCIBÉ, Parfumdreams and Niche Beauty, is the number one omnichannel premium beauty destination in Europe. The DOUGLAS Group is inspiring customers to live their own kind of beauty by offering a unique assortment online and in around 1,870 stores. With unparalleled size and access to customers, the DOUGLAS Group is the partner of choice for brands and offers a premium range of selective and exclusive brands as well as own corporate brands. The assortment includes fragrances, color cosmetics, skin care, hair care, accessories as well as beauty services. Strengthening its successful omnichannel positioning while consistently developing superior customer experience is at the heart of the DOUGLAS Group strategy “Let it Bloom – DOUGLAS 2026”. The winning business model is underpinned by the Group’s omnichannel proposition, leading brands, and data capabilities. In the financial year 2022/23, the DOUGLAS Group generated sales (net) of 4.1 billion euros and employed around 18,000 people across Europe. The DOUGLAS Group (Douglas AG) is listed at the Frankfurt Stock Exchange.
Katharina Lessenich
CvD Group Communications
Tel: +49 211 16847 6644
Mail: newsroom@douglas.de
Düsseldorf, 3 December 2024 – The DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, kicks off the festive season with an international 360-degree Christmas campaign with the motto "GIFT THE DOUGLAS FEELING”. Through beauty gifting-inspired narratives, DOUGLAS celebrates the magic of gifting and receiving, emotional connections, and cherished moments. The campaign – developed in cooperation with the creative agency Jung von Matt and shot by photographer Esther Haase and film director Giada Bossi – launches today and will be activated internationally across all online and offline channels.
“We all know the joy about receiving thoughtful gifts and the beautiful feeling of fulfilling that special wish – this is what we call the ‘DOUGLAS feeling’”, says Anke Menkhorst, SVP Group Marketing at the DOUGLAS Group. “With this year’s Christmas campaign, we focus on the intimate moments of love and appreciation between people at Christmas – and how a thoughtful, personal beauty gift makes a wonderful expression of love. With a wealth of gift ideas available in our stores, online shop, and app, DOUGLAS offers an inspirational shopping experience for everyone looking for the perfect Christmas gift.”
Mint-colored gifts
In the campaign, DOUGLAS puts renewed focus on the brand color mint – a distinctive color with rejuvenating and premium associations that are strongly associated with DOUGLAS. Mint-colored gifts act as a recurring element in all visuals, creating a memorable and recognizable campaign. In line with the DOUGLAS Group's omnichannel model, the campaign will be activated internationally across all channels – including TV, print, out-of-home, online, and stores – for a consistent and cohesive brand experience.
Experiential local events bring the “DOUGLAS feeling” to customers
The international campaign activation will be complemented by local, innovative event concepts. In Düsseldorf, Germany, customers can experience the “DOUGLAS feeling” at various spots across the city throughout December, including a DOUGLAS booth at the Christmas market with special activations by different brand partners. In addition, DOUGLAS hosts a hot chocolate pop-up in cooperation with Café Buur at the Königsallee. Customers can look forward to special hot chocolate creations by luxury brand partners and gift vouchers that can be redeemed at nearby DOUGLAS stores. Furthermore, at the beginning of December, influencers will be invited to an exclusive Christmas event with DOUGLAS and share the spirit of giving with their communities.
The DOUGLAS Group, with its commercial brands DOUGLAS, NOCIBÉ, Parfumdreams and Niche Beauty, is the number one omnichannel premium beauty destination in Europe. The DOUGLAS Group is inspiring customers to live their own kind of beauty by offering a unique assortment online and in around 1,870 stores. With unparalleled size and access to customers, the DOUGLAS Group is the partner of choice for brands and offers a premium range of selective and exclusive brands as well as own corporate brands. The assortment includes fragrances, color cosmetics, skin care, hair care, accessories as well as beauty services. Strengthening its successful omnichannel positioning while consistently developing superior customer experience is at the heart of the DOUGLAS Group strategy “Let it Bloom – DOUGLAS 2026”. The winning business model is underpinned by the Group’s omnichannel proposition, leading brands, and data capabilities. In the financial year 2022/23, the DOUGLAS Group generated sales (net) of 4.1 billion euros and employed around 18,000 people across Europe. The DOUGLAS Group (Douglas AG) is listed at the Frankfurt Stock Exchange and has been named a Top Company for Women in a global ranking by Forbes.
Katharina Lessenich
CvD Group Communications
Tel: +49 211 16847 6644
Mail: newsroom@douglas.de
Düsseldorf, 19 November 2024 – The DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, has been named a Top Company for Women in a global ranking by Forbes. In collaboration with the market research company Statista, the renowned business magazine has published its list of the world's best employers for women in 2024, and the DOUGLAS Group ranks first among global retail and wholesale companies, third in the comprehensive global cross-industry list, and first among all companies in Germany. The award recognizes the Group's ongoing commitment to creating a work environment that empowers and inspires women.
“Supporting female entrepreneurship is core to the DOUGLAS Group's identity. We are proud that our efforts to empower women in every possible way are reflected in the experience and perception of the women surveyed”, said Mareike Mende-Ratnam, Chief Human Resources Officer (CHRO) of the DOUGLAS Group. “We are absolutely committed to continue on this path and to further boost our actions to inspire and support women so that they can evolve according to their individual vision.”
Ranking based on individual experiences of respondents and their outside image of companies
The survey conducted by Forbes and Statista was carried out among 100,000 women employed in multinational corporations in 37 countries. The respondents, who were recruited via a panel, were asked to score companies on their general assessment of workplace conditions as well as gender-specific matters, including aspects such as gender pay equality, promotion opportunities, management’s responses to female discrimination concerns, and the perception of industry competitors. The responses were aggregated to create an “employer brand score”, a “public opinion score” and a “leadership score”, and subsequently combined with survey data collected over the past three years. The top 400 international companies – including the DOUGLAS Group on third place globally – were awarded a certificate as World’s Top Company for Women 2024. A requirement was that they were operating in at least two major regions, such as Central and Eastern Europe.
Female empowerment at the DOUGLAS Group
Supporting women is an integral part of the DOUGLAS Group’s DNA: DOUGLAS was born and grew out of the vision of two sisters, and since then many courageous, passionate and entrepreneurial women have driven the continuous growth of the company. The above-average proportion of female employees (Financial Year 2022/23: around 97% in stores and around 70% in HQs) and women in management positions (FY 2022/23: 89%) are testament to the DOUGLAS Group’s commitment to empower, inspire and motivate women to develop their full potential. At the same time, the Group is advocating for true inclusion and gender equality in line with its purpose to make life more beautiful for its employees, its customers and the world. This includes prioritizing equal opportunities, ensuring the representation of women and driving initiatives to attract and develop talent – such as mentoring programs and trainings to prepare women for future leadership roles.
The DOUGLAS Group, with its commercial brands DOUGLAS, NOCIBÉ, Parfumdreams and Niche Beauty, is the number one omnichannel premium beauty destination in Europe. The DOUGLAS Group is inspiring customers to live their own kind of beauty by offering a unique assortment online and in around 1,870 stores. With unparalleled size and access to customers, the DOUGLAS Group is the partner of choice for brands and offers a premium range of selective and exclusive brands as well as own corporate brands. The assortment includes fragrances, color cosmetics, skin care, hair care, accessories as well as beauty services. Strengthening its successful omnichannel positioning while consistently developing superior customer experience is at the heart of the DOUGLAS Group strategy “Let it Bloom – DOUGLAS 2026”. The winning business model is underpinned by the Group’s omnichannel proposition, leading brands, and data capabilities. In the financial year 2022/23, the DOUGLAS Group generated sales (net) of 4.1 billion euros and employed around 18,000 people across Europe. The DOUGLAS Group (Douglas AG) is listed at the Frankfurt Stock Exchange.
Katharina Lessenich
CvD Group Communications
Tel: +49 211 16847 6644
Mail: newsroom@douglas.de
Düsseldorf, 7 October, 2024 – The DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, has rolled out a major redesign of its websites, online shops and apps for a further improved customer experience and enhanced brand positioning aligned with the premium appeal and identity of the DOUGLAS brand. The upgraded design aims to create an emotionally engaging beauty shopping experience and closely interlinks the online channels with the around 1,870 DOUGLAS and NOCIBÉ stores for a true omnichannel journey.
Philipp Andrée, Chief Commercial Officer of the DOUGLAS Group, said: “We know that our customers want more than just being able to do beauty shopping online in addition to visiting the store – they expect a holistic and coherent experience across all channels. At the DOUGLAS Group, we have been following this credo for years. With the redesign, we are now taking the omnichannel experience to a new level while at the same time further elevating the premium appeal of our brand. The team has done a great job and the feedback from our customers clearly shows that we have delivered on their expectations.”
True omnichannel shopping and improved user experience
In line with the growth strategy “Let it Bloom”, the redesign closely interconnects the digital channels with the on-site store experience by e.g. featuring prominent placements of the store finder, dedicated in-store services and omnichannel offerings such as Click & Collect or Click & Collect Express (available in select countries). To further facilitate cross-channel shopping, personalized services are now extended with a new “Favorite Store” function: After selecting a favorite or nearby DOUGLAS or NOCIBÉ store, users can enjoy additional benefits like information on in-store product availability, pre-filled data for e.g. Click & Collect orders, and notifications about upcoming events.
Beyond the increased omnichannel activation and a greatly enhanced, uniform look and feel with expanded space for brand showcases and clutter-free high-quality visuals, the new websites, online shops and apps also include a wide range of UX & UI updates to assist customers in quickly finding the information or product they are looking for. Customer centricity is a key success factor for the DOUGLAS Group: As part of the development process, the project team has conducted numerous User Tests and A/B Tests to ensure the highest degree of customer satisfaction.
App as a key performance driver
The online business is an important pillar of the DOUGLAS Group strategy and accounts for around one third of total Group sales. In the third quarter of the financial year 2023/24, E-Com contributed 9.8% growth in sales (net). The app in particular is a strong growth driver: It recorded more than 125 million visits in the last full financial year, drives loyalty and customer activation, and acts as an omnichannel hyperconnector with around 24% of DOUGLAS Group customers also using the app.
The DOUGLAS Group, with its commercial brands DOUGLAS, NOCIBÉ, Parfumdreams and Niche Beauty, is the number one omnichannel premium beauty destination in Europe. The DOUGLAS Group is inspiring customers to live their own kind of beauty by offering a unique assortment online and in around 1,870 stores. With unparalleled size and access to customers, the DOUGLAS Group is the partner of choice for brands and offers a premium range of selective and exclusive brands as well as own corporate brands. The assortment includes fragrances, color cosmetics, skin care, hair care, accessories as well as beauty services. Strengthening its successful omnichannel positioning while consistently developing superior customer experience is at the heart of the DOUGLAS Group strategy “Let it Bloom – DOUGLAS 2026”. The winning business model is underpinned by the Group’s omnichannel proposition, leading brands, and data capabilities. In the financial year 2022/23, the DOUGLAS Group generated sales (net) of 4.1 billion euros and employed around 18,000 people across Europe. The DOUGLAS Group (Douglas AG) is listed at the Frankfurt Stock Exchange.
Katharina Lessenich
CvD Group Communications
Tel: +49 211 16847 6644
Mail: newsroom@douglas.de
Düsseldorf, 14 August, 2024 – The DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, continued its strong financial and business performance in the third quarter of the financial year 2023/24 (April to June 2024) as it successfully further implements its “Let it Bloom” strategy. Since going public in March 2024, the company significantly deleveraged its balance sheet and strategically sharpened its profile as a customer-centric premium beauty retailer.
In the third quarter of the financial year 2023/24, the DOUGLAS Group grew sales (net) by 7.3% to 977.1 million euros (Q3 22/23: 910.5 million euros), confirming preliminary numbers published 17 July 2024. Store sales (net) grew by 7.2% (lfl: +6.3%) and E-Com sales (net) 7.5% year-on-year (lfl: +9.8%) – underlining the Group’s uniquely positioned omnichannel business model.
Sander van der Laan, CEO of the DOUGLAS Group, said: “Our sustained strong performance and continued growth – even above our expectations – demonstrate the resilience of our business model. Fully focusing on premium beauty is the right course for us, and this strategy strongly resonates with our customers. We’ll continue to build on this success and our strong brand.”
High demand for on-site shopping and personal beauty advice
DOUGLAS stores across Europe recorded a strong uplift in both visitors (+16.9%) and customers (+8.1%), emphasizing the important on-site experience and personal advice in beauty retail. The online business – which accounted for around one third of total Group sales – developed particularly well in DACHNL and CEE.
The DOUGLAS Group has successfully completed the integration of parfumdreams logistics into the OWAC (OWAC = One Warehouse, All Channels) in Hamm, Germany. As a result of temporary operational challenges directly related to the integration, segment sales (net) of PD/NB decreased by -10.2%. For the future, the DOUGLAS Group anticipates a significant positive impact on cost efficiency, profitability and ultimately the customer experience due to the streamlined supply chain.
From April to June 2024, the DOUGLAS Group achieved an adj. EBITDA of 162.9 million euros (Q3 22/23: 154.3 million euros), an improvement of 5.6% over the previous year. This corresponds to an adj. EBITDA margin of 16.7% (Q3 22/23: 16.9%).
The financial result was impacted by negative one-off effects of around 85 million euros – around 31 million euros of which are cash effective – related to the redemption of secured notes and senior unsecured notes in April following the company’s IPO. Net income thus came in at -71.6 million euros (Q3 22/23: -26.1 million euros).
Full-year sales guidance raised due to strong performance in the first nine months
In the first nine months of the financial year (October 2023 to June 2024), Group sales (net) increased by 8.7% to around 3.5 billion euros (9M 22/23: around 3.2 billion euros). Growth was driven by both store sales (net) which rose by 8.2% (lfl: +7.4%) and E-Com which grew even stronger at 9.8% (lfl: +11.9%). In the same period, the Group generated an adj. EBITDA of 657.1 million euros, up 11.5% compared to the previous year and corresponding to an adj. EBITDA margin of 18.8% (9M 22/23: 18.4%). Free cash flow rose to 465.2 million euros.
Following the sustained positive business development and strong sales (net) numbers for the third quarter and first nine months, the DOUGLAS Group has raised its outlook for the financial year 2023/24 on 17 July 2024. The company now expects net sales to grow around 8.5% (previously: around 7%). The Group is well on track to deliver its mid-term earnings guidance of an expected adj. EBITDA margin of around 18.5%, after 17.7% in the financial year 2022/23.
Continuous development of store network – grand reopening in Vienna
The store business is a key pillar and growth driver for the DOUGLAS Group; just recently it celebrated the reopening of its “House of Beauty” luxury flagship store in Vienna with a grand ceremony and a visit by Hollywood star and DOUGLAS Group testimonial Diane Kruger. The luxury store offers a strong and curated selection of brands and products as well as individual beauty services on two floors with a sales area of 795m².
The company is on track to achieve its target of more than 200 store openings (net) and more than 400 store refurbishments by the end of 2026: In the first nine months of the financial year, it has opened 38 new stores and refurbished 69 existing ones (including relocations). 19 stores were closed in the same period, which included six franchise stores.
Truly Beauty, truly Premium: DOUGLAS Group refines its profile
In line with its growth strategy “Let it Bloom”, the DOUGLAS Group further sharpened its profile. With the sale of online pharmacy Disapo to Dutch MYA Health completed at the end of July, the Group now fully focusses on its resilient and fast-growing core premium beauty business where it strives to provide the best omnichannel shopping experience for its customers.
To further enhance the DOUGLAS Group’s premium positioning across all channels and along all customer touchpoints, the Group websites including the online shop and apps will receive a new look and feel starting in early September, aligned with the premium appeal and identity of the DOUGLAS brand. The redesign aims to create an emotionally engaging and inspiring beauty experience for customers – no matter on which device they prefer to shop. Alongside the new interface and a standardized infrastructure, the online channels will be more closely interlinked with the DOUGLAS and NOCIBÉ stores, offering customers a true omnichannel shopping experience.
Overview Financial Results
Q3 FY 2023/24 | Q3 2022/23 | Q3 2023/24 | Change | Change |
Sales (net) | €910.5m | €977.1m | +7.3% | +7.4% |
Stores | €619.3m | €664.1m | +7.2% | +6.3% |
E-Commerce | €291.2m | €313.0m | +7.5% | +9.8% |
E-Commerce % of sales (net) | 32.0% | 32.0% | +0.1ppt |
|
Segment DACHNL | €423.2m | €465.2m | +9.9% | +10.6% |
Segment France | €166.3m | €174.3m | +4.8% | +3.8% |
Segment Southern Europe | €139.3m | €146.2m | +4.9% | +3.7% |
Segment Central Eastern Europe | €124.8m | €144.0 | +15.3% | +12.2% |
| Segment PD/NB | €44.8m | €40.3m | -10.2% | -10.2% |
Adjusted EBITDA | €154.3m | €162.9m | +5.6% |
|
Net Income | -€26.1m | -€71.6m | -173.9% |
|
9M FY 2023/24 | 9M 2022/23 | 9M 2023/24 | Change | Change |
Sales (net) | €3,210.8m | €3,491.1m | +8.7% | +8.9% |
Stores | €2,156.1m | €2,332.9m | +8.2% | +7.4% |
E-Commerce | €1,054.7m | €1,158.2m | +9.8% | +11.9% |
E-Commerce % of sales (net) | 32.8% | 33.2% | +0.3ppt |
|
Segment DACHNL | €1,461.5m | €1,612.6m | +10.3% | +10.4% |
Segment France | €652.5m | €678.1m | +3.9% | +3.4% |
Segment Southern Europe | €495.5m | €522.3m | +5.4% | +4.8% |
Segment Central Eastern Europe | €428.9m | €505.8m | +17.9% | +15.2% |
| Segment PD/NB | €131.5m | €147.1m | +11.9% | +12.3% |
Adjusted EBITDA | €589.2m | €657.1m | +11.5% |
|
Liquidity (30 June) | €239.4m | €106.2m |
|
|
Net Income | €44.9m | €12.2m | -72.7% |
|
Segment Overview: DACHNL (Germany / Austria / Switzerland, The Netherlands / Belgium), France (France, Monaco), Southern Europe (Croatia / Slovenia, Italy, Portugal, Spain / Andorra), Central Eastern Europe / CEE (Bulgaria / Romania, Czech Republic / Slovakia / Hungary, Estonia, Latvia, Lithuania, Poland), PD/NB (Parfumdreams / Niche Beauty)
The DOUGLAS Group, with its commercial brands DOUGLAS, NOCIBÉ, Parfumdreams and Niche Beauty, is the number one omnichannel premium beauty destination in Europe. The DOUGLAS Group is inspiring customers to live their own kind of beauty by offering a unique assortment online and in around 1,870 stores. With unparalleled size and access to customers, the DOUGLAS Group is the partner of choice for brands and offers a premium range of selective and exclusive brands as well as own corporate brands. The assortment includes fragrances, color cosmetics, skin care, hair care, accessories as well as beauty services. Strengthening its successful omnichannel positioning while consistently developing superior customer experience is at the heart of the DOUGLAS Group strategy “Let it Bloom – DOUGLAS 2026”. The winning business model is underpinned by the Group’s omnichannel proposition, leading brands, and data capabilities. In the financial year 2022/23, the DOUGLAS Group generated sales (net) of 4.1 billion euros and employed around 18,000 people across Europe. The DOUGLAS Group (Douglas AG) is listed at the Frankfurt Stock Exchange.
Peter Wübben
SVP Group Communications & Sustainability
Tel: +49 211 16847 6644
Mail: pr@douglas.de
Stefanie Steiner
Director Investor Relations and M&A
Tel: +49 211 16847 8594
Mail: ir@douglas.de
Düsseldorf, 1 August, 2024 – The DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, promotes its successful Corporate Brand DOUGLAS COLLECTION (NOCIBÉ COLLECTION in France) with a dedicated 360-degree brand campaign under the slogan “#IYKYK – IF YOU KNOW YOU KNOW” – the first-ever DOUGLAS & NOCIBÉ COLLECTION brand campaign. The campaign, which focuses on the brand's make-up range, will be launched on 1 August and activated internationally across all online and offline channels between August and September.
"Not only do we have strong, well-known premium beauty retail brands with DOUGLAS and NOCIBÉ, but also a comprehensive range of high-quality products and brands developed at and exclusively available at the DOUGLAS Group”, says Anke Menkhorst, SVP Group Marketing at the DOUGLAS Group. “With its first-ever international omnichannel brand campaign, we want to increase awareness of our largest in-house brand, the DOUGLAS & NOCIBÉ COLLECTION."
Campaign concept based on consumer insights and picking up on a social media trend
The campaign’s attention-grabbing slogan, the hashtag #IYKYK, picks up on a current social media trend and alludes to insider knowledge – in this case that the DOUGLAS & NOCIBÉ COLLECTION offers high-quality make-up products at an affordable price.
"With our DOUGLAS & NOCIBÉ COLLECTION, we aim to democratize premium cosmetics. We believe: Beauty is a right, not a privilege!”, says Susanne Cornelius, CEO Corporate Brands at the DOUGLAS Group. “The idea for the campaign concept emerged from a consumer insight: Customers who have tried DOUGLAS & NOCIBÉ COLLECTION products once and know about their premium quality gladly come back for more – in other words: if you know, you know."
The campaign primarily targets young, social media-savvy consumers. Its aim is to raise awareness of the DOUGLAS & NOCIBÉ COLLECTION brand concept and make-up products and to expand the target group by creating talk value.
Strong focus on beauty expertise and personal advice in DOUGLAS and NOCIBÉ stores
The campaign focuses on the DOUGLAS & NOCIBÉ COLLECTION make-up bestsellers and customers’ product favorites as well as the beauty expertise of around 15,000 Beauty Advisors in the DOUGLAS and NOCIBÉ stores across Europe. Highlighted products include the Skin Augmenting Hydra Powder and the Lash Curve Mascara as bestsellers, and the Lovely Lip Oil as a novelty. They all feature high-quality formulas, exceptional textures, and sophisticated effects at an affordable price.
Free DOUGLAS & NOCIBÉ COLLECTION make-up touch-ups will be offered in all DOUGLAS and NOCIBÉ stores during the campaign period (varies by country) so that customers can try and experience the products themselves. The promotion underlines DOUGLAS’ and NOCIBÉ’s premium brand positioning with a strong focus on beauty expertise, inspiration, and personal advice.
Target group-oriented omnichannel activation
In line with the DOUGLAS Group's omnichannel model, the campaign will be activated internationally across all online and offline channels for a consistent brand experience at all touchpoints. Special focus is placed on target group-oriented social media and influencer activations with educational and interactive content formats as well as an innovative event concept in cooperation with Café Soulbrunch in Düsseldorf, Germany. For one month, customers can test the DOUGLAS COLLECTION products in a special atmosphere and experience them in the form of an exclusive #IYKYK menu inspired by the products. The local activation kicks off with an influencer event that includes a DOUGLAS COLLECTION masterclass, food tastings, and other innovative activities.
About DOUGLAS Group Corporate Brands
Corporate Brands are an important strategic pillar of the DOUGLAS Group’s assortment, ranging across all core product categories. They are aimed at building customer loyalty as well as broadening the customer base by capturing current trends and offering a great value proposition.
The largest Corporate Brand is the DOUGLAS & NOCIBÉ COLLECTION. It is positioned as an entry point to the premium beauty assortment and offers consumers high-quality products at an affordable price in all relevant beauty categories: skin care, make-up, hair care, fragrances, and accessories. The other three Corporate Brands Dr. Susanne von Schmiedeberg, Jardin Bohème, and one.two.free! capitalize on selected growth segments, such as specialist face care and fragrance. The DOUGLAS Group continuously strives to refresh its Corporate Brands Portfolio with a well-filled innovation pipeline.
Corporate Brands boost the Groups’ profitability and growth and accounted for approximately 7.5% of sales (net) in the financial year 2022/23. As part of its ‘Let it Bloom – DOUGLAS 2026’ strategy, the DOUGLAS Group aims to significantly increase sales (net) from Corporate Brands until 2027 and beyond.
With its brands DOUGLAS, NOCIBÉ, parfumdreams and Niche Beauty, the DOUGLAS Group is the leading omnichannel provider of premium beauty in Europe. The DOUGLAS Group inspires its customers to live their own kind of beauty by offering a unique assortment online and in around 1,860 stores. The DOUGLAS Group is the partner of choice for brands and offers a selected range of exclusive brands as well as its own corporate brands. The product range includes fragrances, make-up, skin care, hair care, accessories and beauty services. The corporate strategy "Let it Bloom - DOUGLAS 2026" focuses on strengthening the successful omnichannel positioning and the consistent further development of the customer experience. The successful business model is based on the DOUGLAS Group's omnichannel offering, leading brands and data expertise. In the 2022/23 financial year, the DOUGLAS Group generated sales of 4.1 billion euros and employed around 18,000 people across Europe. The DOUGLAS Group (Douglas AG) is listed on the Frankfurt Stock Exchange.
Katharina Lessenich
CvD Group Communications
Tel: +49 211 16847 6644
Mail: pr@douglas.de
Düsseldorf, 31 July, 2024 – The DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, today announced a change in the organization in the Netherlands and Belgium: After more than 25 years in different functions at the DOUGLAS Group, Willem Duthler, CEO BENE, has decided to step down from his role due to personal reasons as of 9 September 2024. He will be succeeded by Sebastiaan de Jong as new CEO Netherlands and Belgium.
Sebastiaan de Jong brings a wealth of experience from different retail functions to the DOUGLAS Group. With more than 25 years in various international managerial positions at Dutch drugstore chain Etos, Dutch retailer Ahold and Intergamma Benelux, he has a proven track record of strategically driving growth and innovation in the retail sector. Sebastiaan de Jong will start at the DOUGLAS Group on 12 August 2024, ensuring a smooth transition before taking over the baton from Willem Duthler in September.
“I am really happy that we were able to win Sebastiaan for this position. His expertise in the European retail landscape combined with his inclusive leadership style and ability to create strong teams will be instrumental as we continue to bring our strategy ‘Let it Bloom’ to life in the Netherlands and Belgium. We look forward to our future collaboration and wish Sebastiaan a great start at the DOUGLAS Group,” said Sander van der Laan, CEO DOUGLAS Group.
Willem Duthler joined DOUGLAS in 1998 as Commercial Manager and eventually became CEO for the Netherlands in 2005. In addition to this position, he held mandates as CEO of the Czech Republic, Latvia and Lithuania organizations as well as Germany and Switzerland, before stepping into his current position in 2017. Under his leadership, the DOUGLAS Group has achieved significant milestones: Thanks to an outstanding team in the country, the company greatly expanded its market presence in the Netherlands, and is on a successful growth trajectory in Belgium as well.
“We would like to thank Willem for his ongoing contribution to the growth of our business – not only in the Netherlands and Belgium. Willem has built a strong team that was further elevated by his experience. He has been an invaluable leader, showing vision and dedication over the past 26 years. I have truly enjoyed our cooperation” said Sander van der Laan. “We wish him all the best in his new phase of life.”
With its brands DOUGLAS, NOCIBÉ, parfumdreams and Niche Beauty, the DOUGLAS Group is the leading omnichannel provider of premium beauty in Europe. The DOUGLAS Group inspires its customers to live their own kind of beauty by offering a unique assortment online and in around 1,860 stores. The DOUGLAS Group is the partner of choice for brands and offers a selected range of exclusive brands as well as its own corporate brands. The product range includes fragrances, make-up, skin care, hair care, accessories and beauty services. The corporate strategy "Let it Bloom - DOUGLAS 2026" focuses on strengthening the successful omnichannel positioning and the consistent further development of the customer experience. The successful business model is based on the DOUGLAS Group's omnichannel offering, leading brands and data expertise. In the 2022/23 financial year, the DOUGLAS Group generated sales of 4.1 billion euros and employed around 18,000 people across Europe. The DOUGLAS Group (Douglas AG) is listed on the Frankfurt Stock Exchange.
Peter Wübben
SVP Group Communications & Sustainability
Tel: +49 211 16847 6644
Mail: pr@douglas.de
Düsseldorf, 17 July, 2024 – The DOUGLAS Group, Europe’s number one omnichannel destination for premium beauty, has raised its sales (net) growth forecast for the current financial year from previously around 7% to around 8.5% following sustained positive business development and strong preliminary net sales numbers for the third quarter and first nine months. At the same time, the company is well on its way to deliver the mid-term earnings forecast of an expected adj. EBITDA margin of around 18.5%, after 17.7% in the financial year 22/23. In line with its strategy “Let it Bloom”, the DOUGLAS Group also pushes ahead with its strategic focus on the strongly growing core premium beauty business and is selling its online pharmacy Disapo to MYA Health B.V.
Strong third quarter and first nine months of the financial year
Based on preliminary numbers, the DOUGLAS Group continued its growth trajectory and increased sales (net) by 7.3% in the period from April to June 2024. The growth stems from a strong performance in both channels: while store sales (net) went up 7.2%, E-Com sales (net) grew 7.5%.
In the first nine months (October 2023 – June 2024), Group sales (net) increased by 8.7% to 3.5 billion euros (PY: 3.2 billion euros). This growth was broad-based with store sales (net) rising by 8.2% and E-Com growing even stronger at 9.8%. The performance underscores the Group’s successful omnichannel model.
Sander van der Laan, CEO of the DOUGLAS Group, said: “We have made excellent progress in recent years and months and increased our sales again in the third quarter. We are growing stronger than expected and continue to improve our profitability. This is exactly how we want to continue.”
The full set of financial figures for the third quarter of the financial year will be published on 14 August 2024.
Clear focus on premium beauty – sale of Disapo to MYA Health B.V. in final stages
The due diligence has been successfully completed and the selling agreement for Disapo was signed by MYA Health B.V. on 16 July 2024. The transaction is expected to be closed by the end of July 2024. As a result of the sale of its online pharmacy business, the DOUGLAS Group anticipates improvements in its profitability in the future.
The DOUGLAS Group had initially acquired Disapo in 2022 as part of its former strategy to enter the pharmacy market and converge beauty and health. With its new growth strategy “Let it Bloom – DOUGLAS 2026”, introduced in early 2023, the company has since made the fundamental decision to fully shift the focus on the resilient and strongly growing core premium beauty business across its stationary stores and online shops. As such, the DOUGLAS Group had been evaluating various strategic options for its online pharmacy business, eventually leading to the sale of Disapo to MYA Health.
Disapo currently employs around 90 people. The sale of the company has no effect on employees and operations at this point in time. As a result of the transaction, MYA Health will acquire all shares and activities of Disapo, including inventories, the logistics center near Aachen and all assets and intellectual property.
About Disapo and MYA Health
Online pharmacy Disapo B.V. is headquartered in the Dutch city of Heerlen. Operating from its own logistics center near Aachen, Disapo ships a wide range of over-the-counter (OTC) and prescription pharmaceuticals as well as cosmetics and supplements.
MYA Health, based in Amsterdam, operates a mobile app offering services around prescriptions and prescription medication, which was founded in 2021 by Christian-Alexander Vry and Dr. Daniel Lewinski. MYA Health is backed by a number of investors, including Fiege Logistics. The combination of MYA and Disapo creates an all-in-one digital offering for people who rely on prescription drugs.
The DOUGLAS Group, with its commercial brands DOUGLAS, NOCIBÉ, Parfumdreams and Niche Beauty, is the number one omnichannel premium beauty destination in Europe. The DOUGLAS Group is inspiring customers to live their own kind of beauty by offering a unique assortment online and in around 1,860 stores. With unparalleled size and access to customers, the DOUGLAS Group is the partner of choice for brands and offers a premium range of selective and exclusive brands as well as own corporate brands. The assortment includes fragrances, color cosmetics, skin care, hair care, accessories as well as beauty services. Strengthening its successful omnichannel positioning while consistently developing superior customer experience is at the heart of the DOUGLAS Group strategy “Let it Bloom – DOUGLAS 2026”. The winning business model is underpinned by the Group’s omnichannel proposition, leading brands, and data capabilities. In the financial year 2022/23, the DOUGLAS Group generated sales (net) of 4.1 billion euros and employed around 18,000 people across Europe. The DOUGLAS Group (Douglas AG) is listed at the Frankfurt Stock Exchange.
Peter Wübben
SVP Group Communications & Sustainability
Tel: +49 211 16847 6644
Mail: pr@douglas.de
Stefanie Steiner
Director Investor Relations and M&A
Tel: +49 211 16847 8594
Mail: ir@douglas.de
Have you heard about DOUGLAS Daily? Our new beauty multimedia library for Germany, Austria and Switzerland? In addition to packshots and press information about products from our exclusive brands and own brands, you can also discover more about a steadily growing portfolio of other brands available at DOUGLAS, in the form of informative brand pages, a pool of experts and a magazine full of inspiring lifestyle content.
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