How to become and remain a market leader – the evolution of the DOUGLAS Group

With Dutch charm and humor, Sander van der Laan, CEO of the DOUGLAS Group, inspired students, alumni, and friends of the Frankfurt School at the CEO Talk on September 9. Under the title “How to become and remain a market leader – the evolution of the DOUGLAS Group,” he spoke about his personal career, the transformation from a local perfumery to an omnichannel retailer, and the success factors for market leadership in the premium retail segment.

Sander van der Laan spoke openly about his personal beginnings: even though he was initially rejected by his favorite university, he found his way with clear ambition. He particularly encouraged students not to let setbacks hold them back and to follow their own paths – even if it is not always straightforward. Professionally, his career took him through positions at Unilever, Gall & Gall, and Ahold Delhaize to CEO positions at Action and finally the DOUGLAS Group.

He also traced the evolution of the DOUGLAS Group: The company’s origins date back to 1821, when the Scotsman John Sharp Douglas founded a soap factory in Hamburg. Building on this renowned name, the Carstens sisters opened the first “Parfümerie Douglas” in 1910. Today, the DOUGLAS Group is an omnichannel champion with 1,920 stores and online presence in 22 countries. According to Sander van der Laan, premium beauty is much more than just perfumery: it encompasses exclusive products, luxurious, individual services, and a clear differentiation from self-service drugstores. “Today, beauty is the freedom to express yourself,” he emphasized.

Physical stores remain at the heart of the brand's success, seamlessly complemented by digital offerings such as the DOUGLAS app and the Beauty Card, which is already present in one in three German households. By the end of 2026, 200 new stores are to be built and around 400 modernized – always with a view to providing a holistic shopping experience both online and offline.

Sander van der Laan emphasized the importance of events and holidays such as Christmas, Black Friday, and Valentine's Day for sales. He also gave an outlook for the future: the goal is to become number one in all markets – with a distinctive product range, strong brands, and efficient business processes.

In closing, he reminded the audience how important it is not to lose sight of what is essential when pursuing a successful career. For him, these are family, heritage, and personal values.

A subsequent get-together with Sander van der Laan, Mareike Mende-Ratnam (Chief Human Resources Officer, DOUGLAS Group), and Peter Wübben (SVP Group Communications & Sustainability, DOUGLAS Group) rounded off the evening.

To sum up: An inspiring evening full of exciting insights into a cool industry, with good conversations and valuable ideas.