In July, we celebrated another huge milestone in our store network development initiative: The grand reopening of our "House of Beauty" in Vienna. Let's take a look back at the event!
After a few weeks of extensive modernization, the luxurious flagship store in the exclusive Kärntner Straße in Vienna was reopened in July. The grand reopening is just one highlight of the ambitious plans for our store network: By the end of 2026, the DOUGLAS Group plans to open over 200 new stores and modernize more than 400 existing ones.
The grand reopening of the “House of Beauty” was celebrated with numerous highlights and activities. Our customers were able to enjoy raffles, product tests and expert advice from our beauty experts. A very special moment for all beauty enthusiasts was the visit of Hollywood star and testimonial of our international campaign "Beauty is ...", Diane Kruger, who celebrated the opening together with us.
Dancers in DOUGLAS colored costumes transformed the city center into a lively dance theater and guided customers into the store. Masterclasses from well-known brands such as Charlotte Tilbury, Carolina Herrera and Florence by Mills took place on the event area in front of the store.
On two floors and 795 square meters, our store in Vienna offers an extensive range of premium brands and exclusive beauty services. Here, customers can discover a curated range consisting of innovative, best-selling and classic products. The first floor presents thematically organized brand and product worlds, from facial care to trendy make-up products. The upper floor is dedicated to luxury and niche fragrances.
Let's take a look back at the grand opening in our recap video:
(c) Christina Draxler
The reopening of our “House of Beauty” is an important milestone in the development of our store network and the implementation of our 'Let it Bloom' growth strategy. DOUGLAS is currently represented throughout Austria with 35 stores.
Find out more about our international presence in our country map
