German-based beauty retailer Douglas has entered a new partnership deal with Indie Beauty Expo (IBE) producer, Indie Beauty Media Group (IBMG).
IBMG works to recognise and showcase independent beauty brands and support their growth in the market.
As part of the new collaboration, the retailer will list a host of indie beauty brands across the category, sponsor the launch of IBE Berlin 2019 and back the German version of entrepreneurial-focused digital publication Beauty Independent.
The partnership is in an effort to promote indie beauty brands and champion entrepreneurship across Europe.
“Independent beauty is a strategically important area for Douglas and we want to earn our place as the instinctive retailer of choice for independent brands entering or expanding in Europe,” said Douglas Group’s CEO Tina Mueller.
“We also recognise that beauty entrepreneurs are the real driving force behind independent beauty, which is why we also want to directly connect with innovators, so that we can earn their trust and respect.”
The retailer is set to stock new indie brands across its 2,400 stores in 21 European countries.
Nader Naeymi-Rad IBMG’s co-founder added: “Independent beauty is about beauty entrepreneurs who are tirelessly pushing the boundaries of innovation to address unmet needs and delight consumers.
“By partnering with Douglas - a recognised leader in beauty retailing and a company with a well-established track record of bringing new innovations to market - we will be able to assist many more entrepreneurs in Europe while opening a substantial new area of opportunity for all beauty entrepreneurs.”
Previously, IBMG has entered retail partnerships with Neiman Marcus, Feelunique and Shen Beauty.
