MILAN — After Berlin, German beauty chain Douglas has debuted its new retail concept in Italy.
On Wednesday, the company reopened the doors of its flagship here, located in the buzzing Corso Buenos Aires shopping street, debuting both a new look and a revamped assortment of brands.
“We decided to launch this new concept in this store because it’s among our two or three best located units in Italy, for sure the best one in Milan,” said Douglas Italia chief executive officer Fabio Pampani, praising its position midway between the city center and the populated shopping district as well as the visibility of its windows.
Mirroring the interior concept launched in Berlin, the store intends to enhance the customer experience through a clearer division of product categories, a more essential and modular layout juxtaposing gray concrete and pastel tones with brass elements, and the implementation of a beauty lounge offering cosmetic treatments.
In particular, the central entrance divides the space into two parts: dominated by white furniture, the right side is dedicated to skin-care products, including brands spanning from Kiehl’s, Sensai, La Mer and Sisley to Maison Bio, Rodial, Alma K and Filorga.
This area also showcases two new brands Douglas will be selling exclusively in