DOUGLAS Group reported a 1.1% sales increase in Q2 fiscal 2025/26, reaching €949.7 million. This growth comes as the beauty retailer injects more investment into its omnichannel strategy, exclusive brands, and AI-driven digital services. While overall sales saw a modest rise, adjusted EBITDA dipped 5.1% to €116.1 million, with a quarterly net loss attributed to goodwill impairments from its French business NOCIBÉ and German operations.
The figures highlight a shift in consumer behaviour. E-commerce sales grew 2.4%, outpacing physical store performance. Cross-channel initiatives like Click & Collect Express saw a significant 29.8% surge, indicating customer preference for flexible purchasing options. The company’s Beauty Card loyalty program now boasts over 64 million members, contributing approximately 80% of sales in key markets.
DOUGLAS plans to moderate physical store expansion, prioritising digital channels and technology. This includes launching an AI Beauty Advisor chatbot in Germany. Exclusive and own-brand products, such as about-face and Orebella, now account for nearly 15% of group sales, a segment the retailer is actively expanding.
This strategic pivot mirrors wider European economic pressures and evolving shopping habits. For salon and barbershop owners, Douglas’s focus on loyalty, exclusive products, and seamless online-offline integration offers a clear blueprint. The challenge remains in balancing investment in these new digital frontiers with maintaining the personal touch that defines the in-person salon experience.
