Through the DACH Apprentice Days, DOUGLAS brought together over 100 apprentices from Germany, Austria, and Switzerland at its headquarters in Düsseldorf. The new format is designed to provide guidance to young talent, foster networking, and strengthen the connection between stores and headquarters. In this interview, we speak with Laura Frobel (Head of HR Business Partner & Talent Acquisition Retail DACH) and Kevin Meyer (Head of Beauty Services & Store Communication DACH at DOUGLAS) about why the Trainee Days were launched and how important these young professionals are to DOUGLAS.
With the DACH apprentice days, DOUGLAS is bringing together all new apprentices from the DACH region at its Headquarters for the first time. Why now?
Kevin: With this event, we wanted to show the apprentices from the very beginning that they are part of a strong DOUGLAS community. This has given us the opportunity to help them build networks early on, strengthen their connection to the brand, and bring the collaboration between stores and headquarters to life. In this way, we foster a sense of belonging, motivation, and a shared understanding of how each and every individual contributes to DOUGLAS’s success.
Laura: In recent years, we’ve continuously invested in the development of our future talent—from enhanced training support in the stores to new training formats for customer consultation, product knowledge, and sales. With the Trainee Days, we now want to further convey to our trainees from the very beginning that they’re not just part of their store, but part of a large company.
What made the DACH Apprentice Days so special?
Laura: We deliberately created a mix of company insights, hands-on learning and team building. What was particularly rewarding to see was how quickly the apprentices connected with one another and how much passion for beauty they already bring to DOUGLAS.
Kevin: That enthusiasm truly shaped the entire experience. Alongside the workshops and insights into our Headquarter functions, what stood out most was the strong sense of community. The apprentices built valuable connections and experienced first-hand what it means to be part of the DOUGLAS Community. It also became clear what unites us at DOUGLAS: a shared passion for beauty and retail, and a commitment to creating exceptional experiences for our customers every day.
How important is the connection between stores and the Headquarter?
Kevin: The close exchange between our stores and the Headquarter is a key success factor for DOUGLAS. In our stores, apprentices experience our customers’ needs first-hand every day, while the Headquarter shapes the strategic direction of the business. The Apprentice Welcome Days bring these two worlds together and help our apprentices understand how closely they are connected.
Laura: That is exactly what matters to us. While the apprenticeship takes place in the stores, DOUGLAS is much more than any single location. At the Headquarter, apprentices gain insights into the processes and decisions behind their day-to-day work and see how their contributions support the success of the entire company. At the same time, colleagues at the Headquarter also benefit from the perspectives and practical experiences our apprentices bring from the stores.
What messages are most important for you to share with our apprentices?
Laura: It is important to us that our apprentices hear and feel that they are a valued part of DOUGLAS from day one. They are the ones building personal connections with our customers every single day and bringing our brand to life. We also want them to know that they can always ask questions, build their network and take on responsibility. We are committed to supporting them every step of the way.
Kevin: Absolutely. We encourage our apprentices to stay curious and bring forward their ideas, because that is something we truly value at DOUGLAS. Each apprentice can make a difference through their unique personality and strengths. By doing so, they not only contribute to our success today but also help shape the future of our company.
