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Düsseldorf (dpa) - Douglas is rowing back: The perfumery chain has given up its plans to keep just under a quarter of its branches open despite the lockdown.
For many people, the decision not to close some branches with drugstore ranges was incomprehensible, admitted Douglas boss Tina Müller on Thursday.
"As of today, all of our German branches will therefore be closed until further notice."
In a message, Müller asked "to apologize to those whom we have alienated or offended with our approach".
Douglas announced on the first day of the nationwide lockdown that it would leave almost a quarter of the branches open.
These were branches in which Douglas, according to its own information, mainly offered articles from the "classic drugstore range" such as body care products - such as creams, shampoo, soap, deodorants, make-up, perfumes and hygiene products.
The company justified the decision that the offer is comparable to that of large drugstore chains, which should also remain open.
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But the approach of the perfumery chain met with criticism.
The Verdi union in Hesse spoke of a "disreputable undermining of the lockdown".
The perfumery declared itself to be a drugstore overnight.
The response on social media has been mixed.
The verdict of the marketing expert Martin Fassnacht from the business school WHU on the Douglas coup was clear: "That was a clear management mistake by Douglas - a capital own goal."
The company has made itself vulnerable and provoked the question of whether it is really taking Corona seriously: "That will not be forgotten anytime soon."
From a marketing point of view, too, the attempt to save part of the important Christmas sales was a wrong decision.
“As a perfumery, Douglas stands for beauty, and then the company devalues itself as a drugstore.
That's not good for the brand image, ”said Fassnacht.
It was correct that Douglas boss Müller canceled the whole thing after a day.
Other companies would have taken much longer to backtrack in the past with similar mistakes.
The retail expert does not fear any long-term consequences for the brand's reputation: “Douglas’s image has not been permanently damaged.
It's a strong brand that can take it. "
© dpa-infocom, dpa: 201217-99-735056 / 2