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Barbara Santamaria
Aug 1, 2019
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Douglas buys majority stake in Niche Beauty

Translated by
Barbara Santamaria
Aug 1, 2019

Germany’s Douglas has acquired a majority stake in Niche Beauty, a growing online platform bringing together international premium cosmetic brands. The German retailer said the acquisition will further strengthen its position in the lucrative prestige segment.

Douglas has acquired a majority stake in Niche Beauty - Screenshot Webseite Niche-beauty.com

Douglas will become Niche’s majority owner with a 51% interest, and the e-tailer will continue to be run by the founding family. 

“We are always on the lookout for promising investments that improve our portfolio and fit our #Forwardbeauty strategy. Niche Beauty enables Douglas to add a luxury assortment that perfectly complements the top end of our multi-brand strategy. We look forward to working with the founders Laetitia von Hessen, Sarah von Doetinchem and Andreas Bechtolf to realise the full potential of their vision and bring even more innovative products to Europe,” said Tina Müller, group CEO of Douglas.
Niche Beauty was founded in 2011 by sister duo Laetitia von Hessen and Sarah von Doetinchem and their father Andreas Bechtolf. The family business offers its German customers a range of luxury specialty brands, which were previously only available abroad.

“The Niche Beauty team has successfully demonstrated an outstanding sense for meeting the desire of a growing number of customers for exclusive, high-quality cosmetics,” said Vanessa Stützle, executive vice president of e-commerce & CRM. “With the Douglas online shop, Parfumdreams and Niche Beauty, we are offering our customers a complementary product world in line with our platform strategy. In doing so, we can address different target groups even more precisely and efficiently.”

The Niche Beauty website stocks more than 6,000 products from over 200 brands.

“Our mission is to give our customers access to the world’s most exclusive cosmetic products. Teaming up with Douglas means we now have the support of one of the strongest and most renowned European beauty partners – this opens up completely new opportunities for us. Douglas is the ideal platform for Niche Beauty to ensure that the next phase of our growth is even more successful,” said Laetitia von Hessen, founder of Niche Beauty.

Sarah von Doetinchem added: “We see ourselves as a lifestyle brand. Together with a strong organisation like Douglas, we can focus on raising awareness for our business, thereby making it more accessible to customers throughout Europe in the future.”

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