DOUGLAS opens new flagship store in Cologne. On 6 November 2025, DOUGLAS opened its new flagship store on Cologne’s Schildergasse, one of Europe’s busiest shopping streets. With a sales area of over 1,300 square metres on two levels, the store offers a wide range of products, bringing together luxury and trend brands. The store space has been designed to present themes, brands and product worlds in a clearly structured way, making it easy for customers to find their way around. The concept combines traditional sales areas with digital services and complementary experiential elements.
DOUGLAS opens new flagship store – sales area, digital services and experiential elements
“The opening of our flagship store in Cologne was a special moment for DOUGLAS and the city. The positive response from guests and the lively atmosphere show how well our concept of beauty, experience and community has been received. We are delighted to be implementing another milestone in our group-wide omnichannel strategy “Let it Bloom – DOUGLAS 2026” in Cologne and offering customers a unique shopping experience,” said Veit Weiland, CEO DOUGLAS DACH. In addition to classic perfumery products, the range includes well-known brands such as Yves Saint Laurent, Gucci and Dior, as well as decorative cosmetics from Anastasia Beverly Hills and Bobbi Brown. This diverse portfolio is forward-looking for stores that want to create a balance between best-selling products and innovative niche brands.
Combination of brick-and-mortar retail and digital services
The store integrates personalised advice and quick walk-in services with digital elements such as the DOUGLAS online shop and an app. This omnichannel concept enables customers to enjoy a seamless shopping experience regardless of the channel. The combination of analogue and digital retail is an essential part of the ‘Let it Bloom – DOUGLAS 2026’ corporate strategy and shows how brick-and-mortar retail can be complemented by digital networking without losing the importance of physical presence.
Innovative services and a lounge atmosphere in the store
The store’s facilities have been deliberately designed with the customer experience and service quality in mind. These include professional skin analyses, make-up refreshes and make-up looks for different occasions. The upper floor of the store features beauty cabins offering exclusive skincare treatments. There is also a partnership with Oliver’s Hair, which offers hairstyling and colouring services here as OS Studios. The range of services is complemented by microblading and a Benefit Brow Bar. This variety of services makes the store not only a place to shop, but also a destination for individual beauty treatments and advice.
Enhancing the store experience with the DOUGLAS CAFE by BUUR
A café corner has been created in the new store, which is operated in cooperation with Cologne-based Café Buur. This offering combines enjoyment with lifestyle and beauty elements, creating a place for customers that goes beyond classic shopping. Freshly prepared drinks called ‘BEAUTI:FUELS’ are offered, which can be enriched with functional boosts such as collagen or vitamin C if desired. The concept emphasises the store’s role as a community space and meeting place, competing with online offerings by creating a social experience on site.
Local and emotional brand communication as a strategic element
Accompanying the opening, the ‘JEDE JECK IS BEAUTIFUL’ (in the Cologne dialect EVERYONE IS BEAUTIFUL) campaign was launched to raise awareness of the new store. The campaign is locally anchored and integrates typical elements of Cologne’s cityscape, such as a wall mural, a city light column and a KVB tram visible nationwide. The design was created by a local street artist, giving the brand image an authentic regional touch. Such measures show how branding and public relations can be adapted locally and thus emotionally linked.
Combining product range, services and digital networking
The new DOUGLAS flagship store in Cologne illustrates how brick-and-mortar retail can be redefined by combining an extensive product range, expanded services, digital networking and social meeting places. The concept shows how strategic investments in shopfitting, digital networking and local marketing can work together to maintain customer loyalty and quality of experience, even in an increasingly digital environment.
[Text: parfuemerienachrichten/Images: Isa Foltin – Getty Images for DOUGLAS/DOUGLAS Cologne (c) Ulrich Kaifer]
