Douglas, one of Europe’s leading beauty retailers, has expanded its store network in Romania with a new store in Baneasa Shopping City commercial center, Feeria wing. The new perfumery is the 25th in the national network and ninth in the capital.
The new unit strengthens Douglas’ position in Baneasa commercial area, where the retailer is present since 2008 with a large store format. The perfumery in the Feeria wing has an area of more than 200 square meters and offers customers a selection of more than 10,000 products, including 34 private labels and exclusive brands.
„The beauty industry is evolving rapidly, and Douglas is constantly investing to be close to customers, by expanding the network of stores and the online presence, and launching exclusive products to meet the latest trends. Douglas empowers the self-image of modern women, encourages them to live their own kind of beauty, and cultivate their individuality in everything they do,” said Lavinia Ivas, country manager for Douglas Romania, referring to #doitforyou campaign launched this year by Douglas at European level.
Douglas Feeria is also the first store in Romania with the new Douglas logo, launched at the beginning of August as part of the new brand strategy. Key features of the fundamentally revised brand strategy are a new logo, a new mission statement and new visuals. The brand’s relaunch is one of the five central pillars of the #FORWARDBEAUTY strategy initiated by Douglas Group CEO Tina Müller. The aim of the strategy is to further strengthen Douglas’ market position by, among other things, upgrading and rejuvenating the brand.
New visuals constitute one element of Douglas’ new brand strategy. Star photographer Peter Lindbergh has shot black and white photos capturing the natural beauty of international top models Cara Delevingne, Amber Valletta, Alexa Chung, Lineisy Montero, and Jon Kortajarena. The campaign images are used in Douglas stores, the online shop and on social media.
In line with the new brand identity, which speaks of beauty from a sustainable perspective, Douglas concentrates its efforts to diversify the range of products with natural, bio, vegan ingredients, or with environment-friendly packaging. Exclusive brands such as EISENBERG, Teaology, Daytox, or Douglas Naturals are now part of the current offer and new brands with international recognition as E-cooking, Hey Honey and Oh K! will be added this fall.
In Romania, Douglas network now includes 25 stores in 14 cities and the an online store. By the end of the year, Douglas aims to expand the network of perfumeries to 27.
Douglas Romania closed 2017 with sales of RON 107.96 million, increasing by more than 16 percent as compared to the previous year continuing the year on year growth path.
Douglas is one of the leading retailers in the European beauty industry with about 2,500 perfumeries and fast-growing online shops in 19 European countries. In the financial year 2016/17, the company generated sales of EUR 2.8 billion. Every day, around 20,000 dedicated beauty advisors strive to make their customers more beautiful and thus happier. Douglas has a portfolio of some 38,000 high-quality products in the areas of perfumery, decorative cosmetics and skincare. Douglas entered the Romanian market in 2007 and now operates 25 stores in the country and an online store.