Douglas: New flagship store – investments in the store network. A modern, mint- and pink-colored ambience, innovative shopping services, digital features and a diverse brand mix: the new DOUGLAS flagship store in downtown Düsseldorf (Joachim-Erwin-Platz 1) focuses on the needs of the younger target group and creates an interactive shopping experience with a futuristic look and feel.
Douglas: New flagship store – investments in the store network
The store is centrally located between the popular shopping boulevards Königsallee and Schadowstrasse and replaces the branch on Schadowstrasse, which was closed at the beginning of the year; all female colleagues have been taken on – and the team has also been expanded. At the end of March, the Düsseldorf-based beauty group had announced that it would be investing more heavily in its store network in the future as part of its new strategy “Let it Bloom – DOUGLAS 2026″. “With our new store in the heart of Düsseldorf, we are creating a special brand and shopping experience that is specifically aimed at a young audience,” says Veit Weiland, CEO DOUGLAS DACH.
Innovative store concepts are the right incentive to increase frequency in city centers
“From our point of view, innovative store concepts are the right incentive to increase the frequency in city centers again and at the same time to increase the attractiveness of city centers.” Poppy color concept meets industrial flair The new DOUGLAS store impresses with its unique design and color concept; market research findings relating to the shopping behavior of younger target groups were taken into account during development: Mint defines the interior, picks up on the DOUGLAS corporate identity and alternates with numerous new store elements in pop pink. Large areas of colored perforated sheeting, indirect lighting and neon elements define the look and feel of the new store and create a young, urban flair. At the same time, the novel concept plays with soft curves that form a successful contrast to the striking perforated metals.
Product shelves in the usual simple, black-and-white elegance
Compared to the trendy store design, product shelves in the usual simple, black-and-white elegance take a back seat. Visitors to the store will find makeup, skin and hair care products, fragrance counters and product tables in the usual luxurious design, as well as a Nature Beauty area familiar from newer flagship stores. A special eye-catcher is the ceiling-high window front extending across the entire width of the store on both floors in the direction of Schadowstrasse and Kö-Bogen II, creating a bright, open store ambience with a view of Düsseldorf’s shopping hustle and bustle.
Diverse brand world with innovative shopping features
In the new store, the point of sale becomes more than ever a point of experience: not only does the new design concept bring the DOUGLAS brand world to life in a new way, but additional services and digital features ensure innovative, convenient beauty shopping and, in combination with the online store, create a seamless, cross-channel shopping experience. In addition to the Beauty Mirror, which allows customers to experience makeup virtually via augmented reality, customers can use Click & Collect to pick up online orders in the store, recharge their smartphones at numerous charging stations, get creative at selfie stations, book hairdressing appointments, or take part in master classes and workshops in the new Beauty School. The latter gives visitors to the store the opportunity to take part in free training sessions with brand partners and will also be used in the future by influencers in particular as a meeting point with their followers. All information on promotions at the Beauty School can be found via the DOUGLAS Store Finder.
Brand mix of young trend brands and well-known beauty classics
The brand portfolio of the new store offers a diverse selection of young trend brands as well as popular beauty classics. On the first floor, visitors will find hip makeup brands such as Nars, Mac and Armani, as well as selected young brands including Kylie Skin and Kylie Cosmetics, Huda Beauty, Paula’s Choice, Drunk Elephant, Colibri Skincare, The Ordinary, one.two.free!, DOUGLAS Collection and many more. The 3 upper floor includes more skincare brands as well as Nature Beauty Brands, such as Ulé and Kiehl’s, makeup by Yves Saint Laurent, Dior and Prada Beauty, and fragrances by Tom Ford, Jo Malone, Paco Rabanne and Hugo Boss. In addition, haircare and tools from ghd, as well as body care and sun care products from Rituals and DOUGLAS Home Spa, among others.
DOUGLAS celebrates Opening Weeks
In the first weeks after the reopening, visitors to the flagship store can look forward to a wide range of brand promotions such as make-up artist services by Yves Saint Laurent with champagne and gold-colored macarons, bottle sketches by Prada, a vault competition with Armani, hair touch-ups with ghd, a Kiehl’s mocktail bar, extensive consultations with brand experts and DOUGLAS Beauty Advisors, and much more.
[Text: epcnews/Photo: Douglas]