Company: dm-drogerie markt GmbH & Co. KG
Brand value: US$2,346 million
Change since 2019: 9%
Headquarter city: Karlsruhe
Year formed: 1973
dm is the largest chain of drugstores in Germany and operates across Europe. It has around 3,500 branches offering well-known health and personal care brands, as well as dm’s 32 own brand ranges, which between them offer over 3,000 products. The most recent to launch was the personal care brand Seinz, aimed at men. dm’s own brands have been at the heart of its advertising in the past year; in its first television spot in decades, dm has promoted the Balea own brand and the Barnängen skincare range. The spot is designed to reach older consumers who don’t see dm’s online advertising, which deploys celebrity influencers on YouTube, Facebook and Instagram. Back in the offline world, the brand supported the beauty convention GLOW by dm at STATION Berlin, an opportunity for beauty fans to experience the latest products and trends for themselves. The brand’s communications tagline is „Hier bin ich Mensch, hier kauf ich ein“ (Here I am human, here I shop).