Sephora being the largest and most recognizable beauty retailer in the world and originating from France you could imagine that it would be also the retailer with the largest number of stores in Europe but actually Douglas (1,982) currently has more than twice as many stores as Sephora (845) on the continent.
When looking at major European economies UK (where Douglas is not present) and Spain are the only countries where Sephora is ahead of Douglas while Douglas has more stores than Sephora in Germany, Benelux, Italy and Poland. Even in France, Sephora’s home market, Douglas (through Nocibé) is 250 stores ahead of Sephora.
Interestingly Douglas is also the retailer of choice for Eastern Europe with more than 400 stores in the region while Sephora’s presence is mostly concentrated in Poland and Romania. However, Douglas does not have a presence in Northern Europe and UK while Sephora covers Denmark, Finland and has reentered UK with a lot of success. Sephora also has 31 stores in Greece, serving both touristic and local demand, while Douglas is absent from the country.
A brand serious about expanding in Europe will need to consider both retailers. Douglas will tend to provide the most extensive coverage while Sephora will still bring more visibility and prestige with a coverage focused on larger metropolitan areas.
