Douglas Acquires Niche Beauty Site

PARIS — German premium beauty retailer Douglas is acquiring a majority stake in Niche Beauty, an online business focused on premium cosmetics brands from around the world.
Financial terms of the deal, through which Douglas has taken a 51 percent share of Niche Beauty, were not disclosed.
The move was made to strengthen Douglas’ position in the luxury cosmetics segment and to support Niche Beauty’s rapid growth.
Premium and exclusive cosmetics are hot commodities in today’s beauty market.
Niche Beauty’s founding family — including Laetitia von Hessen, Sarah von Doetinchem and Andreas Bechtolf — is to continue running the activity.
“We are always on the lookout for promising investments that improve our portfolio and fit our #ForwardBeauty strategy,” Tina Müller, group chief executive officer of Douglas, said in a statement, referring to the retailer’s brand strategy. “Niche Beauty enables Douglas to add a luxury assortment that perfectly complements the top end of our multibrand strategy.”
Niche Beauty has a portfolio of more than 6,000 products from 200-plus exclusive brands.
“With the Douglas online shop, parfumdreams and Niche Beauty, we are offering our customers a complementary product world in line with our platform strategy,” said Vanessa Stützle, executive vice president of e-commerce and CRM at Douglas.
Niche Beauty was launched in 2011. Members of its founding family search worldwide to find tips and product trends for the site’s 250,000 online shop visitors, according to Douglas.
“We see ourselves as a lifestyle brand,” von Doetinchem said. “Together with a strong organization like Douglas, we can focus on raising awareness for our business, thereby making it more accessible to customers throughout Europe in the future.”
Douglas counts about 2,400 stores and online retailers in 24 European countries. It generated sale of 3.3 billion euros in the 2017-18 fiscal year.
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