Balea: Von der belächelten Eigenmarke zur Benchmark für die Branche
Einst als Billigprodukt verschrien, wächst Balea schneller als viele Herstellermarken. Wie hat die Drogeriekette dm das geschafft? Die Erfolgsfaktoren – und die Gefahren.
In Germany, the brand "Balea" is purchased an average of 6.7 times per year, which is more frequently than every second month, as revealed by market research firm Yougov. The dm in-house brand has undergone a significant transformation over the years. It has moved from being perceived as "white goods" to establishing its own brand promise and innovation pace that makes traditional brand manufacturers appear outdated.
Today, "Balea" encompasses more than just simple shower gels for 55 cents or face creams for 1.15 euros. It now includes Korean skincare products in drugstores, medically enhanced facial care, and a "Professional" hair care series. A recent study conducted by consulting firm Porsche Consulting has labeled Balea as a "category-defining outlier" – a brand that redefines the category.
The question arises: What proportion of Balea's success is due to effective branding, and what role does the distribution power of dm play? What strategies is the competition employing? The Handelsblatt has examined the success factors of Balea.
Written by urgent.news from Handelsblatt's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
