Douglas wants to accelerate growth and expand its position in the highly competitive European retail market for beauty and cosmetics. The key lever of the company’s new strategy is an investment program of more than EUR 100 million, in addition to existing budget, focussing on fundamental growth drivers such as: the Douglas brand, its private label product range, enhancement of customer experience and omni-channel capabilities over the next three years. The company will furthermore invest significantly into broadening its international footprint.
Moreover, Douglas will move its headquarters from Hagen to Dusseldorf, merging all customer-facing functions currently based in Hagen with the company’s online team currently based in Cologne. However, administrative back office functions will remain in Hagen. The relocation is expected to be completed by fall 2016.
To fund these investments, the company plans to gain significant resources by organisational improvements, including the reduction of overlapping functions between headquarters and country subsidiaries to make the organisation more agile and responsive to customer needs.
Last week, the retailer also announced the promotion of Isabelle Parize as its new Chief Executive Officer.