Douglas GmbH: DOUGLAS accelerates growth with strict customer focus and targeted omni-channel set-up
EQS-News: Douglas GmbH
/ Key word(s): Strategic Company Decision
“Let it Bloom – DOUGLAS 2026”
Düsseldorf, 22 March 2023 - DOUGLAS, Europe’s leading beauty destination, unveiled its strategy program ‘Let it Bloom – DOUGLAS 2026’ – well in time with the beginning of spring. The program includes a four-year growth plan for all of its business activities. By putting customers at the center of the business model and by finetuning every relevant operational and efficiency lever, the company aims to accelerate its growth trajectory.
DOUGLAS wants to grow sales, profits and cash-flow generation: until 2026, the company plans to increase the Group’s net sales to 5 billion euros (FY 2021/22: 3.65 billion euros) and its EBITDA accordingly. To enhance its customer journey, DOUGLAS wants to further develop its European footprint, E-Commerce offering, brand positioning as well as its range of brands on offer. Moreover, the company will further develop its retail media activities. In its day-to-day operations, DOUGLAS will improve efficiency with greater focus on costs, standardization and the supply chain and will develop its technological backbone.
CEO Sander van der Laan says: “We have seen a tremendous comeback of our stores after the pandemic and the era of lockdowns, while E-Commerce remains strong. Our leading omni-channel business model has proven very resilient and this is exactly what we will focus on. We strongly believe in the combination of a unique stationary offer with the passionate service from our around 16,000 Beauty Advisors and a convenient online shopping experience. Both based on an outstanding brand perception as well as an attractive range of product brands on offer.”
As part of the strategy program, DOUGLAS commits to targeted investments into its store network including modernization, expansion within existing markets and into new markets such as Belgium and Slovenia, as well as into further growth of the E-Commerce business, the online partner program and omni-channel integration. At the same time, the company envisages to increase profits and cash-flow generation with stricter cost management and efficiency improvements in all of its processes.
To explore and to realize saving potentials, the company has conducted a comprehensive in-depth analysis, carried out by several inhouse expert teams. “This is a bottom-up driven process. We are looking into each aspect of our business to unlock efficiency gains while strengthening our market position at the same time,” said van der Laan.
The strategy program ‘Let it Bloom – DOUGLAS 2026’ focuses on four strategic pillars with the DOUGLAS team as strong foundation:
Last, but not least, the foundation: Grow our CULTURE AND VALUES, lived by us: As DOUGLAS is poised to expand its leading role in the European beauty market, it will foster a performance culture supporting employees according to their individual strengths.
The overall results and top priority goals of this process are to improve the customer proposition and employee satisfaction of DOUGLAS and its entities Nocibé, Parfumdreams and Niche Beauty leading to an improvement of financial performance.
“We are deeply convinced, that this is the right path to accelerated growth and increased company value. We firmly believe that we have a unique company brand with outstanding people and a very successful business model. We will build on these virtues and further strengthen our market position,” said van der Laan.
DOUGLAS is Europe’s leading omni-channel beauty destination. We inspire customers to live their own kind of beauty by offering an unparalleled assortment in online stores, the partner program and around 1,800 stores. Strengthening our successful omni-channel positioning is at the heart of our strategy, under which we are consistently developing the customer experience. In fiscal year 2021/22, DOUGLAS generated sales of 3.65 billion euros in the areas of perfumery, decorative cosmetics, skin and hair care as well as nutritional supplements, health and accessories.
Head of Corporate Communications & Sustainability
Phone: +49 211 16847 664
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|EQS News ID:||1588601|
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