Nivea’s third standalone store opens its doors in Berlin (following stores in Hamburg and Dubai)

The battle between retailer and supplier is forcing brands to radically re-think their route to market. As supermarkets and drugstores continue to promote own-label beauty brands, Nivea has joined other brands by developing standalone concept stores to circumnavigate this retailer-led relationship    

Called ‘Nivea Haus’ the store contains a wellbeing café, spa and treatment rooms. Customers can enjoy a ‘latte massagio’ (neck massage) whilst having a drink for 12 euros

Fixtures, fittings and the interactive touch screens are all bespoke - aiming to raise the brand profile in the minds of consumers

Key Learning: This is not a one off pop-up  store but a valid attempt at becoming a fully-fledged global beauty chain. From supermarket shelf to standalone - what learnings can be reapplied to Nivea’s traditional retail channels?