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From retail chain to glamour brand
| Project | Rebranding Douglas |
| Scope | 300 stores in Eastern Europe |
| Uitdaging | Ensuring a consistent brand experience across hundreds of locations in multiple countries |
“We encourage and inspire you to have the confidence to live your kind of beauty.” With this promise, Douglas initiated a transformation in 2018. The premium perfumery chain rebranded itself into a true glamour brand, with a renewed brand strategy and identity. We ensured that this new positioning was flawlessly implemented across 300 locations in ten Eastern European countries.
The challenges
A rebranding across ten European countries presents complex challenges. Douglas was well aware of these and sought a partner who could provide solutions to key pain points:
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Navigating local permitting processes in different countries and regions
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Maintaining a consistent brand image across hundreds of stores
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Ensuring quality control in production and installation
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Optimizing logistics for maximum efficiency
Our international network in action
We leveraged our global Local Heroes network—trusted local installers and contractors with proven expertise and knowledge of regional languages, cultures, and regulations. This accelerated the permitting process. By combining our approach with our network, we took full responsibility for the entire process, from initial assessment to final implementation.
Rebranding projects of this scale often present massive logistical challenges. However, our coordination enabled a far more efficient approach. Instead of sending a central installation team from Germany to all 300 stores across Eastern Europe—a journey of approximately 96,000 km—we worked with local installers and implemented smart batch deliveries.
The impact?
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72% fewer travel kilometers:
24,000 km instead of 96,000 -
8.9 tons less CO2 emissions:
Equivalent to 7 transatlantic flights -
Faster rollout without compromising quality
A powerful and consistent brand experience
A glamour brand demands perfection in appearance. That’s why we centralized the production of all branded elements and organized the signage centrally, ensuring uniform quality across all markets. The result? A visually consistent identity and significant cost savings for Douglas.
With a fresh brand strategy, a streamlined in-store experience, and flawless execution by RGN, Douglas is now fully equipped to strengthen its leading position in Europe.
Looking for a rebranding that is strategic, efficient, and impactful? We’re ready. Get in touch
Or call us now at +31 88 987 99 00
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