Douglas Steps Up Its Game

MILAN — “This is one of the most important days since Douglas has arrived in Italy,” said Douglas Italia’s chief executive officer Fabio Pampani at a press conference here on Tuesday. The executive introduced key changes in the company’s strategy, including the debut of a new logo and advertising campaign, resulting in the renovation of the perfumery chain’s Italian and European units, according to the new image. Last year, Douglas acquired Leading Luxury Group, the parent company of Limoni and La Gardenia, Italy’s two biggest selective beauty chains in terms of door count with around 500 stores between them. Thanks to the deal, the German beauty retailer’s sale points in the market climbed from 100 doors to 600 units, employing 2,500 people overall. Pampani explained that since November, when the deal went through, there’s been a first phase of synergic and operative work to develop a unitary company, followed by efforts to elevate Douglas’ overall positioning in the European market through “a process that involves all the aspects of marketing.” To telegraph the company’s goal to “strengthen our positioning in the prestige [market] thanks to the collaboration with the best beauty brands,” the logo has been updated with a leaner, more modern version, switching

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