Tom Branna, Editorial Director01.29.21
Douglas, the largest prestige beauty retailer in Europe, will close 500 of its 2,400 doors in the region, as a combination of the pandemic and consumer shopping patterns led to a shift in online sales. The company said sales fell 6.4% last year to 3.2 billion euros (nearly $3.9 billion at current exchange rates).
Plans call for most closures to occur in southern Europe by Fall, 2022. According to Tina Müller, group chief executive of Douglas, the reduction of its store network will be accompanied by investments in flagship stores in top locations, international leading brands and the consistent expansion of digital retail.
“Following our record sales in 2018-19, we benefited significantly from our investments in e-commerce as part of our #ForwardBeauty strategy through the COVID-19 pandemic year,” said Müller, referring to an initiative to digitize Douglas overall. “We have a deep understanding of our customers’ needs, understand their purchasing behavior, and we will continue to drive the transformation toward e-commerce initiated in 2018.”
Plans call for most closures to occur in southern Europe by Fall, 2022. According to Tina Müller, group chief executive of Douglas, the reduction of its store network will be accompanied by investments in flagship stores in top locations, international leading brands and the consistent expansion of digital retail.
“Following our record sales in 2018-19, we benefited significantly from our investments in e-commerce as part of our #ForwardBeauty strategy through the COVID-19 pandemic year,” said Müller, referring to an initiative to digitize Douglas overall. “We have a deep understanding of our customers’ needs, understand their purchasing behavior, and we will continue to drive the transformation toward e-commerce initiated in 2018.”