In November, DOUGLAS opened its new flagship store right in the heart of Cologne’s Schildergasse – one of Europe’s busiest shopping streets. Under the local motto “Jede Jeck is Beautiful”, the city was immersed in the DOUGLAS brand world for several weeks. In this interview, Charlotte Maria Rizza, Head of Media, PR & Events DACH, shares insights on how a global brand can be translated into an authentic local activation.
Charlotte, DOUGLAS made a lot of waves in Cologne with the opening of the new flagship store and the claim “Jede Jeck is Beautiful.” How did the claim come about?
The slogan was a spontaneous idea that was met with immediate enthusiasm by our team. Our aim was to capture the spirit of the city: authenticity, warmth and self-deprecation. That's why we shared the idea with our colleagues at DOUGLAS in Cologne straight away, to ensure it was appropriate. As a company based in Düsseldorf, it was important to us not just to poke fun at Cologne, but to truly reflect its spirit. The Cologne saying 'Jede Jeck is anders' (every fool is different) fit perfectly with our global message 'Welcome to Beautiful' – both stand for diversity, tolerance and joie de vivre. The idea became a slogan that combines local attitude and global brand identity, and it was a real goosebump-inducing moment when we first saw it in bright letters in the store.
What do you think was the secret to the campaign’s success?
Firstly, the opening was the starting point, not the finale – “Jede Jeck is Beautiful” accompanied Cologne for several weeks. Secondly, the claim resonated perfectly with the city. And thirdly, the energy, creativity, and dedication of our teams across all departments made the success possible.
The campaign was 360° – from out-of-home to social media, from events to press. How did you maintain brand consistency across all channels?
We didn’t just add channels, we built a system. Message, visuals, and tone were identical at every touchpoint – from teaser posters to in-store giveaways for our customers. It was important not to be loud for the sake of it, but to act deliberately. This also applied to the selection of local partners who helped amplify our message.
How important is physical presence in retail today?
More important than ever. People form brand connections when they experience something, not just when they see it. Our stores are meeting places, not just sales floors. Cologne proved this perfectly: the energy on opening day was incredible – people were fully engaged, and I’m sure they will come back.
Major brand experiences are always a team effort. How did teamwork play a role in an event of this scale?
Absolutely, the success came from true collaboration at all levels: local, national, and global. For months, many departments worked hand in hand – from Store Design, Real Estate, and Marketing to PR and the in-store team – and many more. This close collaboration was exceptional and shows what is possible when everyone pulls together: retail that truly moves people.
