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 a recent study, the consulting firm Porsche Consulting has labeled Balea as a "category-defining outlier," a brand that is redefining its market category. The dm-owned private label, which appears in German consumers' shopping carts once every 6-7 months, according to market research firm Yougov, has undergone a remarkable transformation.
Once a simple Duschgel for 55 cents or a facial cream for 1.15 euros, Balea now encompasses Korean skincare products in pharmacies, medically enhanced facial treatments, and a "Professional" hair care line.
The influence of dm's sales force is a key factor in Balea's success, but what role does the brand's innovative product range play? How are competitors responding to this up-and-coming private label? The Handelsblatt explored 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.
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- Balea: Von der belächelten Eigenmarke zur Benchmark für die Branche handelsblatt.com
