#FORWARDBEAUTY .DigitalFirst

Digital Strategy

E-Commerce, data, content and innovation. 

Yes, we do beautiful: Beauty is our business.

And today, digital is our business-accelerator.

Code, data, stores, systems – all these things contribute to Douglas becoming a major beauty eCommerce platform and a true cross-channel provider.

The continued expansion of our fast growing e-commerce business is the focus of our #FORWARDBEAUTY.DigitalFirst business strategy. Based on the philosophy of DIGITAL FIRST, DOUGLAS integrates online shops, marketplace and stores into Europe’s No1 premium beauty platform. Hence, focusing its growth strategy on digital, data-based beauty retail.

Portrait of Vanessa Stuetzle

Vanessa Stützle

Group CDO

My Code Behind Beauty: “I am proud of the team. If the right people work together, pull together and have a lot of passion for the topic – I think then you can do anything. Dream Big!”

Transformation Story

How did we actually go from a traditional retailer to the first fully-integrated European beauty platform? And thus one of the most important employers for digital experts?

Technology & data-driven culture
We designed a new software architecture in order to switch to the new Hybris Commerce Cloud from SAP and have gone live with this system in our core markets. In addition, a central hub collects all the data needed to manage the business. Thus, Commerce, Customer Data and Marketing Cloud are networked on one platform.
Our CRM & platform
With the help of Mirakl, we have created a huge marketplace for beauty, connecting our online shop, stores and pre-screened third-party suppliers, all for the benefit of the customer. Our customers are inspired by the personalized content and successful social commerce formats we produce.
Operational Excellence in Supply Chain
With RELEX Solutions, we introduced AI-driven supply chain management to better meet product demand.
Choice & Innovation in Assortment
With over 160,000 product units, we have the largest assortment in the market, including numerous exclusive brands.

An attractive brand and a strong platform with state-of-the-art technology. This is what Douglas stands for today. We want to be THE one-stop shopping destination and inspiration for beauty. Anyone who thinks of beauty and e-commerce in Europe should think of Douglas.

So today we are a growing digital employer. And, our people are: THE CODE BEHIND BEAUTY.

  • 26 Markets

    in Europe

  • +111 years

    of history

  • 1,2 Billion €

    net sales in eCommerce

  • ~ 2000 stores

    in Europe

  • 51,6 Million

    CRM member (beauty card owner) in Europe

  • 8 countries

    already went live with DOUGLAS LIVE-Shopping