German cosmetics group Douglas opens new store in Brussels

German cosmetics chain Douglas has opened its first Brussels store at the Westland Shopping Centre in Anderlecht. The group already has shops in Wijnegem and Antwerp.

One of Europe's leading beauty retailers, the Düsseldorf-based chain boasts nearly 1,900 stores across the continent as well as a successful e-commerce site.

It stocks premium ranges of perfume, skincare, makeup and a selection of accessories, in addition to an in-house line, the Douglas Collection, appreciated for its value for money and minimalist design.

The chain is also home to younger brands trending on Instagram and TikTok thanks to its influencer marketing strategy. These include wildly popular products, sometimes difficult to source, such as Kylie Cosmetics, The Ordinary, Billie Eilish Beauty and TYPEBEA.

The name of the group originates from its founder, Scottish soap manufacturer John Sharp Douglas. Originally from a small village near Glasgow, he set up his factory in the warehouse district of Hamburg in 1821.

Douglas’ Coconut Oil Soda Soap and Chinese Heavenly Soap were highly successful and the company benefitted from new manufacturing processes that made soap more affordable for the masses.

When he died in 1847, his sons took over the business, but in 1878, the business was sold to new owners, who maintained the name J.S. Douglas Sons. It continued as a family firm, extended its product range, and by 1969 had expanded to six Douglas stores in Hamburg.

They were then taken over by the Hussel AG and further grew through takeovers and store openings. Expansion in Europe followed until the brand was taken over by a financial investor and it returned to being a perfumery chain, all the while increasing its international share of the market.

Photo: ©Douglas Group