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.
German consumers purchase Balea products in their shopping carts nearly as often as every second month, according to market research firm Yougov. In recent years, the dm private label brand has undergone a remarkable transformation. No longer just a "white goods" seller offering low-priced shower gels and facial creams, Balea now encompasses Korean skincare products, medicated facial treatments, and a professional hair care line for salons.
Balea's rise to prominence has been recognized by consultants at Porsche Consulting, who have deemed it a "category-defining outlier" within the cosmetics industry. The question remains, however: what proportion of Balea's success can be attributed to effective branding, and what role does dm's wholesale power play? Meanwhile, competitors are scrutinizing the factors behind Balea's growth, as reported by the Handelsblatt.
Written by urgent.news from Handelsblatt's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
