With the opening of a new subsidiary in Düsseldorf, Germany, Davines Group takes a new step on its expansion into foreign markets.
Scheduled to open in 2023, Italian brand Davines’ new German subsidiary will run the operations in the country to consolidate growth in this key market. The brand aims to become one of the top 10 haircare groups by the end of 2025 and the formation of Davines Germany will help to boost further development in overall European distribution.
In 2022, Davines Group saw a 14% increase in the German market, remarking that “Germany represents a strategic market for the professional hair industry and represents important goals we expect to achieve over the next few years”.
Davines Germany will empower its sales network by hiring 10 new consultants along with 8 new educators supported by a local marketing office. This will make it more efficient, with the Davines Academy taking care of the education of around 500 salons in the country.
“Davines has been distributing in the German market for over 20 years,” said Anthony Moled, CEO of the Group.“We now believe it time to open a subsidiary directly in the country of 80 Million people and one of the highest GDPs in Europe. We believe that our message and our commitment towards sustainability will be heard and appreciated in Germany. The opening of this new subsidiary, in one of the first 5 markets for Davines, will contribute to consolidating our balanced growth in the international markets”.
The new CEO of the German subsidiary will be Onno Van Stejin, a manager with 3-year experience in hair professional hair industry. Van Stajin started his career in 1993 working for L’Oréal Paris in the sales division of the Netherlands. After 11 years he moved to Estee Lauder where he became General Manager of Aveda for the Benelux market and also Germany, Switzerland and Austria. At the beginning of 2023
he started working for Davines with the mission to launch the new German subsidiary.
To celebrate the new commitment to this market, Davines has confirmed its participation in the next edition of Top Hair, the most important hair & beauty fair in Germany. It will be held in Düsselforf from March 31st–April 2nd 2023.