[In the picture] Premium brands set the tone in new Douglas flagship store

In Amstelveen, the Netherlands, Douglas opened a “Luxury Flagship Store” featuring a revamped store design with a luxurious look and extra space for premium brands and K-Beauty.

Exclusive fragrances

The 750 m² store in Amstelveen has just reopened following an extensive renovation. Highlights include the exclusive Makeup Bar, Skincare Bar, and Hair Bar, specially designed for personalized advice and beauty treatments. In an expansive K-Beauty Zone, customers can discover Korean innovations in skincare.

The store offers more space for premium beauty brands and an inspiring brand experience. A striking example is the “Niche Fragrance Wall” featuring exclusive fragrances from brands such as Tom Ford, Chloé Atelier des Fleurs, Armani Privé, and Maison Margiela. Shoppers will also find luxury and exclusive brands in this store, including Fenty Beauty, NARS, Armani Beauty, Attar al Has, Atelier Rebul, Clé de Peau, Kérastase, La Mer, and Giardini Di Toscana.

Douglas has had a challenging third quarter: the cosmetics chain is feeling the caution of European consumers more and more acutely, although sales of exclusive brands did grow by double digits during the quarter. The retailer therefore plans to invest more in e-commerce while critically assessing which stores are still performing well.