Davines lands in Germany with plans to become a top 10 professional haircare player by 2025. The family-owned Italian beauty group which operates the haircare brand Davines and skincare label Comfort Zone, has thrown open the doors of a new subsidiary in Germany this year to drive growth and bring products born from sustainability ethics more visibility in the country.
As part of the plan, Davines will open a physical Davines Group House in Duesseldorf in the second half of the year to host the offices and the Davines Academy for hairdressers in Germany. Onno Van Steijn, the new CEO for Davines in Germany has a career spanning roles with L’Oreal Paris, Aveda, and Revlon.
Onno Van Steijn
“After a long career path in the haircare industry, I’m very honoured to join the Davines family and lead such an exciting challenge. Our ambition is to place Davines within the top ten big players in the haircare industry by 2025 and to achieve that, we will focus on our community of salons strengthening the partnership with our existing customers as well as winning new partnerships”, affirms Onno Van Steijn, new CEO of Davines Haircare in Germany. “It’s crucial that Davines establishes a strong reputation as an authority in the market based on our purpose and values and outperform the competition in education, training and events”.
Davines direct
Davines Village in Italy
Since the start of 2023, Davines has operated direct to market and sees a share of the German hair industry as a key part of expanding in Europe. Here’s the gen we have to share with you:
Davines is recording double-digit growth rates in Germany, which has played a strategic role historically within the professional hair industry, and has great ambition for the upcoming years:
▪ Today, Davines’ market share is approximately 1% in the German salon market
▪ in 2022, Davines achieved a growth rate of 14% in Germany
▪ the goal of Davines is to become a top 10 player by the end of 2025,
▪ the new subsidiary Davines Germany is serving about 500 salons in the country
▪ a total of 10 sales consultants integrate the current sales network of Davines along with a new education team of eight educators.
Davines speaks
Sustainable practices at Davines are in the brand DNA
“We have been present in the German market for the last 20 years, and we feel the time has come to open a subsidiary for such a strategic market, with 80 million inhabitants and one of the highest GDPs in Europe. We are convinced that our message and commitment to sustainability will resonate well in Germany. Opening a new subsidiary and a new Davines Group House in Germany consolidates our organic growth path at an international level in a market that is among the top five globally. I also give my warmest welcome to Onno van Steijn, and I am sure that thanks to his expertise and his thirty years of experience in the sector, he will greatly help us to achieve the set objectives and to continue our expansion in Europe” Anthony Molet, CEO Davines Group, declares.
“We look at Germany as a key European market within the professional haircare segment”, – Mark Giannandrea, Global General Manager of Davines Haircare, declares, “and therefore, we are investing in expanding and strengthening our sustainable way of elevating the craft of hairdressing in Germany. It is an exciting step for the company”.
Find out more about Davines HERE
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