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BERLIN — Douglas Perfumeries just opened a new flagship here that’s located on the Upper Eastside — that’s right, not the New York City neighborhood.
This story first appeared in the November 20, 2008 issue of WWD. Subscribe Today.
The new 10, 800-square-foot store, the largest of Douglas’ 29 locations in Berlin, is part of the German capital city’s new Upper Eastside residential-commercial development area that’s luring investors and shoppers.
The Douglas store occupies a key location at the corner of Friedrichstrasse and the historic boulevard Unter den Linden, a tourist mecca.
It’s also steps away from a luxury shopping stretch awash in high-end stores such as Escada, Hermès, Bottega Veneta, Yves Saint Laurent Rive Gauche and more.
The two-story Douglas store caters to both upscale and moderately spending shoppers, uniting high-end skin care brands like La Mer and Wolfgang Joop’s Wunderkind with a makeover photo studio for before-and-after shots — the first of its kind for the company.
Seated massage is on offer, as is hairstyling in the Douglas Competence Hair Center. MAC Cosmetics and Bobbi Brown counters are staffed full time with makeup artists and there’s also a section for “husband parking,” with magazines and cappuccino for men waiting for their female shoppers.
Douglas is feeling positive in the face of the current economic downturn — October 9th preliminary figures for the fiscal year showed national and international sales growth.
The company recently told WWD that it expects that adding new brands to store shelves, particularly innovative skin care lines, will keep customers coming in for new experiences. In all, Douglas operates 731 perfumeries, 447 of which are in Germany.
A spokesman added Douglas is cautiously optimistic about the holiday season. On opening day, the new store, whose sales in the first year could exceed $10 million according to market sources, boasted a bountiful display of holiday gifts ready and waiting.