Expands the country's largest fragrance retailer with 80 additional outlets
In the face of challenging retail conditions, the country's largest perfumery chain, known as the DOUGLAS Group in Europe, is bucking the trend by expanding its store network. This move is rooted in the retailer's confidence in its omnichannel business model as the winning strategy for premium beauty retail.
The omnichannel approach, which combines both online and offline presence, offers flexibility and a broader customer reach. The company is investing heavily in its growth strategy called "Let it Bloom", aiming to open around 200 new stores by the end of 2026 and refurbish about 400 existing stores.
The expansion plans are not limited to the home country. The DOUGLAS Group has its sights set on other European countries, particularly France, Italy, and the U.K., where high demand and a strong perfume culture exist. These countries, with their well-established perfume and fragrance heritage, represent key demand markets for premium and luxury fragrances.
The expansion of the popular perfumery chain also includes opening new stores at existing locations, as well as modernizing some existing stores. The company is also rolling out sustainability initiatives such as Green Lease agreements to align with modern environmental responsibilities.
This aggressive expansion strategy comes amid a broader trend of store closures in the retail sector. The German Retail Federation (HDE) predicts the closure of around 4,500 retail stores in the country by 2025. Many retail companies are forced to close stores due to financial difficulties.
However, the expansion of the popular perfumery chain suggests a potential increase in retail sales in the fragrance and cosmetics sector. Consumers are being cautious with their money, leading to declining sales in retail. Yet, customers prefer to shop for bargains online, a trend that the retailer may adjust by reducing the number of special discounts offered online.
Despite the challenges, the DOUGLAS Group remains optimistic about the long-term market growth. The expansion plans demonstrate a commitment to innovation even in a challenging environment. Fragrance and cosmetics enthusiasts will be pleased to hear about the expansion, as will regular customers who should compare offers to get the best price due to potential fewer online discounts.
In summary, the DOUGLAS Group is expanding its store network despite retail challenges in 2025 because it remains confident in its omnichannel business model as the winning strategy for premium beauty retail. The company is focusing its expansion efforts particularly on Europe, with a primary focus on France, Italy, and the U.K. The expansion plans include opening new stores at existing locations, modernizing some existing stores, and rolling out sustainability initiatives.
- The DOUGLAS Group's expansion in Europe, targeting countries like France, Italy, and the U.K., indicates a focus on the home-and-garden, lifestyle, retail, and finance sectors.
- As part of its "Let it Bloom" growth strategy, the perfumery chain plans to open around 200 new stores and refurbish about 400 existing stores, showing commitment to the consumer industry.
- Its expansion, amidst challenging retail conditions and store closures, suggests possible growth in the perfume and cosmetics sector, which might lead to altered shopping behavior among consumers who seek out bargains online.
