Douglas at a glance
DOUGLAS IS THE no. 1 beauty destination IN EUROPE
Since its beginnings in Hamburg, Douglas’ story is marked by advancements and growth. #FORWARDBEAUTY is more than a strategy: It has been Douglas’ attitude since 1821. Under the umbrella of the former Hussel Holding, Douglas makes a first step towards international expansion in 1973 acquiring Parfümerie Ruttner in Austria. In the 1980s, store openings and further acquisitions follow in the Netherlands, the USA, France and Italy. Further Douglas stores open in eastern Germany, Switzerland, Spain and Portugal during the 1990s. From 2001, Douglas is also present in Poland, Hungary and Monaco. In the years of 2003 until 2011 Douglas maintains perfumeries in Slovenia. In 2004, Douglas enters the Czech and Danish markets. A year later, the company opens perfumeries in Slovakia and enters the Turkish market in 2006. The Baltics and Romania join Douglas’ market portfolio in 2007, as well as Bulgaria and Croatia a year later. In the wake of the global economic crisis, Douglas withdraws from its markets in Slovakia in 2008, Estonia in 2009, as well as Denmark and the USA in 2010. A year later, the company also pulls out of Slovenia. Due to a low market share the company also retires from Turkey in 2016 and Norway in 2018. Overall, however, the company remains on its growth path: In 2014, Douglas enters the Norwegian market. Also, the company takes over the French perfumery chain Nocibé, becoming the market leader in France. In 2017, Douglas re-enters the Slovakian market. Major acquisitions follow the same year and in 2018, when Douglas takes over Bodybell, Perfumerías IF in Spain as well as Limoni and La Gardenia in Italy, which make Douglas the leading beauty retailer in these markets. Apart from its international expansion, Douglas also continues to grow in its home market, Germany. In 2018, the company takes over the majority of Parfümerie Akzente and its successful online shop parfumdreams. Today, Douglas’ 20,000 beauty advisors across Europe strive to make their customers more beautiful and thus happier. With excellent advice and unique services, Douglas is the No. 1 beauty destination in Europe, both in our stores and online.
We encourage and inspire you to have the confidence to live
your own kind of beauty.
With more than 50,000 high-quality products of more than 650 brands in the areas of perfumery, decorative cosmetics and skincare as well as food supplements and accessories, Douglas is the no. 1 beauty destination. Whether premium industry brands, high-quality exclusive brands, independent trend and niche brands or Douglas’ strong own brand: our product variety combined with our purpose makes the Douglas assortment to an important success factor and thus a pillar of our strategy #FORWARDBEAUTY. Every day, around 20,000 dedicated beauty advisors strive to make our customers more beautiful and thus happier with excellent consultation and unique services: because we are convinced, that women are most beautiful when they have the self-confidence to be and do whatever they want. As leading beauty retailer, Douglas wants to take a clear stance on beauty. We want to inspire all of our customers to love themselves and to celebrate their own kind of beauty. We encourage our customers to make themselves beautiful for their own pleasure. It is not about other people’s expectations.
Douglas’ products – such as “Coconut Oil Soda Soap” developed in 1830 or “Chinese Heavenly Soap” from 1840 – quickly turned into success stories. Chinese Heavenly Soap was awarded a medal at the first World Fair in London in 1851. “J.S. Douglas Sons” stood for high-quality fine soaps and modern product ideas. After Douglas’ death, the Hamburg merchants Gustav Adolph Hinrich Runge and Johann Adolph Kolbe took over the company but kept the name “J.S. Douglas Sons”. In 1909, their heir and successor handed over the responsibilities for the soap factory to his wife.
FEMALE LEADERSHIP SINCE1909
FROM THE FIRST PERFUMERY TO AN INTERNATIONAL CORPORATION
SUCCESSFUL GROWTH IN EUROPE SINCE 1973
Due to the growing success of its perfumery branch, Hussel Holding AG restructures its organisation and creates Douglas Holding AG, which replaces the former Hussel Holding AG in 1989. From the mid-90s, Douglas expands to Switzerland, Spain and Portugal. From the 2000s, Douglas is also present in Poland, Hungary, Monaco, Slovakia, the Czech Republic, Latvia, Lithuania, Romania, Bulgaria, Turkey, Denmark and Croatia. In addition to its rapidly growing store network, Douglas opens its first own online shop in 2000. In the following years, further shops go online in Douglas’ international markets. In 2011, Douglas expands its online offerings via its own app.
CHANGE OF OWNERSHIP AND STRATEGIC REALIGNMENT
After the successful takeover by Advent International in 2013, the delisting of Douglas Holding AG follows. The withdrawal from the stock market marks the beginning of the conglomerate’s reorientation, which goes back to being purely a perfumery chain in 2014. As such, Douglas remains on its course of international expansion, acquiring the French perfumery chain Nocibé. While a renewed stock market launch for the Parfümerie Douglas Deutschland is planned for 2015, 85 per cent of the company is sold on 1 June 2016 to financial investor CVC Capital Partners, with the Kreke family still holding a minority share of 15 per cent. Thereupon, the company’s headquarters moves in October from Hagen to Düsseldorf, Germany. Also, the Douglas online shop offices move to Düsseldorf, in order to concentrate both store-oriented departments and online activities in one place. Douglas also remains on its expansion course, expanding its European position by acquiring Bodybell and Perfumerías IF in Spain as well as Limoni and La Gardenia in Italy in 2017.
Opening its first PRO store and reopening its largest store in Europe, the flagship store in Frankfurt, Germany, Douglas also introduces new store concepts to the selective beauty market, offering its customers new and unique shopping experiences. Furthermore, Douglas boosts its e-commerce business by acquiring Parfümerie Akzente and its successful online shop parfumdreams in August 2018. At the same time, the company also expands its product portfolio to 50,000 products of more than 650 brands in the areas of perfumery, decorative cosmetics and skincare as well as food supplements and accessories. Providing excellent advice as well as unique services, Douglas’ 20,000 employees are also its most valuable brand ambassadors of #FORWARDBEAUTY, making Douglas the No. 1 beauty destination in Europe, both online and offline.