DOUGLAS reopened its flagship store in the middle of the popular Alexa shopping center last Thursday. The store shines in new splendor again after the renovation phase without having to close. Berlin customers and all guests of the capital can now expect an extensive and luxurious product portfolio as well as individual services on 360 square meters.
"With this store, right in the heart of Berlin, we are offering our Berlin customers and the capital's many guests a new shopping experience tailored to their needs directly on Alexanderplatz," says Veit Weiland, CEO DOUGLAS DACH. With Berlin as a cultural center, modern design and urbanity meet premium brands and expertise in the area. We are therefore making targeted investments in the further development and modernization of our store network. The strategic optimization of our store network is a key component of the Group-wide omnichannel strategy 'Let it Bloom - DOUGLAS 2026'. One thing is certain for us: the stores are and will remain an important point of contact for our customers."
The beauty address in Berlin
In the immediate vicinity of the Berlin TV Tower, Alexa on Alexanderplatz is one of the capital's best-known shopping centers. Here, the DOUGLAS premium flagship store spans 360 square meters, in which high-quality materials merge with a modern color concept of white, black and grey with golden accents to create an exclusive shopping ambience with a feel-good factor. The interior design follows a stringent, aesthetic scheme that combines varied product displays and service points to create an inviting and functional retail concept. The beauty favorite in the lively Alexa shopping center stages trend brands such as Nars, The Ordinary and Benefit within appealing theme worlds.
Product diversity in Douglas brand worlds
From facial care brands and trendy decorative cosmetics brands to a diverse range of luxury and niche fragrances, the store presents a carefully curated brand mix of innovations, bestsellers and classics.
The central element of the extensive range is a world of luxury brands, including Dior, Chanel, Tom Ford, Giorgio Armani, Yves Saint Laurent and Lancôme. The classics are complemented by young brands such as Colibri, elf, too faced and Sol de Janeiro.
Comprehensive selection of individually tailored services
DOUGLAS customers can look forward to a professional and individual shopping experience: from waxing and tweezing to tinting and brow lifting - eyebrows are skillfully staged at the Benefit Brow Bar. In addition, the service portfolio also offers a professional, free skin analysis for personalized care and product recommendations, as well as day and evening make-up offers.
Grand opening celebration
From competitions, lucky bike raffles and products to test, to great photo spots and product consultations - at the grand opening celebration on August 1, around 3,800 visitors could look forward to a wide range of promotions, offers and special beauty entertainment. An event area in the center also featured a Make-up Academy by GHD, where exclusive masterclasses were offered. Trend brands such as Lancôme, Yves Saint Laurent, Armani, Prada and Sol de Janeiro were also on site with exciting promotions.
