The Douglas Group is implementing an expansion strategy, wanting to be closer to customers. After opening the 150th perfumery, it continues to open new points, but also invests in the modernization of branches in larger cities in Poland. The aim of the revitalization in the Avenida Poznań perfumery was to modernize the interior. Installed, among others: suspended ceilings, LED lighting and visual identification elements. The space has been refreshed and adapted to the most current perfumery concept.
Customers will find the most important premium beauty brands and the latest social media trends in the perfumery. They can expect fragrances from renowned and selected brands, as well as a range of make-up and care products for face, body and hair. They can choose from brands such as: Dr. Susanne von Schmiedeberg, Sol de Janeiro, Estee Lauder, or Sensai. The perfumery in the Avenida gallery in Poznań occupies a space of 189 sq m. equipped with multimedia screens that increase its functionality and aesthetics.
– The phenomenon of market saturation is particularly visible in larger urban agglomerations, metropolises and shopping centers. As consumer preferences have changed somewhat as a result of the pandemic,
in these locations, we focus on modernizing existing perfumeries. We know that architecture, which is a living and dynamic part of perfumery, also plays an important role for all customers, in addition to a wide and diverse range of products. The space in the Avenida Poznań perfumery has been refreshed and presents the most current perfumery concept. It not only pleases the eyes of customers, but also significantly increases the functionality of the store, says Magdalena Przybysz, director of CEE expansion at Douglas Polska.
Douglas offers not only global brands, experts and novelties, but also a range of exclusive services. Individual advice on the selection of products in the field of care, make-up and fragrances, free of charge, skin condition consultations using professional diagnostic devices or free make-up in 5 minutes. – these are just some of the proposals from the Douglas offer. To provide consumers with unique experiences, the chain also offers a number of unique care treatments tailored to the needs of the skin and prepared by global brands such as La Mer, Sisley, Lancôme and Estee Lauder. Services can be ordered via the booksy application.
In line with the omnichannel approach, the brand implements modern solutions tailored to both sales channels and provides consumers with a synergy of experiences, regardless of whether they visit a stationary perfumery or the online zone. It is possible to place an order with the help of a consultant from the perfumery level in the online store – you can pick it up both at the perfumery or at home with the option of free delivery. Customers can also, for example, take advantage of free delivery in the online Click & Collect service. A new solution is Click & Collect Express, which allows you to order a product online and collect it from the perfumery within 2 hours. This is a service that was introduced to the entire network a few weeks ago, in response to customer interest.
The perfumery is located in the Avenida Poznań shopping center, at 2 Matyi Street, right next to the Poznań railway and bus stations.
What do we know about Douglas Group?
The Douglas Group, together with its brands: Douglas, Nocibé, parfumdreams and Niche Beauty, is one of the leaders in Europe in terms of omnichannel offer of premium beauty products and services. It offers a range available both online and in approximately 1,850 stationary perfumeries. It is a brand partner, offering a wide selection of premium, selective and exclusive products, as well as its own brands. The range includes perfumes, make-up, skin care, hair care, accessories and beauty services. The business model is based on the omnichannel proposition of leading brands and data efficiency. In the 2022/23 financial year, the group achieved (net) sales of EUR 4.1 billion and employed approximately 18,000. people all over Europe.
Douglas Polska is one of the largest and fastest growing perfume chains in Poland. The brand's strategic approach is to combine stationary and online sales channels, as well as create dedicated zones and SPA and hairdressing rooms that meet high consumer expectations. The perfumery's assortment includes thousands of products from both global and Polish brands. Additionally, exclusive products constitute an important sector.
