Campaign testimonial and Germany's most successful actor Elyas M'Barek was on hand as a celebrity guest for the opening of the new flagship store. Last night, DOUGLAS invited guests to a first-class store opening in the heart of Düsseldorf. Around 400 guests accepted the invitation, including influencers Gitta Banko and Alexandra Lapp, model Anna Hiltrop and actor Patrick Mölleken. Also present were actress Vivien Wulf and DJ VIZE, whose modern beats created an exuberant and relaxed atmosphere at the event. Already on Monday evening, DOUGLAS hosted an exclusive pre-opening dinner in the new store together with Instagram. Among the guests were influencers Farina Opoku, Karo Kauer, Carmen Kroll and Paola Maria Koslowski as well as actor & musician Ed Westwick and singer Domiziana as surprise guests.
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 "Let it Bloom - DOUGLAS 2026" strategy. "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, in our view, the right incentive to increase footfall in city centers again and at the same time enhance the attractiveness of downtown areas."
Pop 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. Compared to the trendy store design, product shelves take a back seat in the usual simple, black-and-white elegance. 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: On both floors, a ceiling-high window front extends across the entire width of the store 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 the new design concept makes it possible to experience the DOUGLAS brand world in a new way, but additional services and digital features ensure innovative, convenient beauty shopping and thus create a seamless, cross-channel shopping experience in combination with the online store. 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 hair appointments, or take part in master classes and workshops at the new Beauty School. The latter gives visitors to the store the opportunity to take part in free training courses 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 activities 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 trendy make-up 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 upper floor includes other skincare brands as well as Nature Beauty Brands, such as Ulé and Kiehl's, makeup from Yves Saint Laurent, Dior and Prada Beauty, and fragrances from Tom Ford, Jo Malone, Paco Rabanne and Hugo Boss. In addition, haircare and tools from ghd, as well as body care and sun protection products from Rituals and DOUGLAS Home Spa, among others.
