KARLSRUHE, Germany – dm-drogerie markt, Germany’s leading personal care and daily-use retail giant, has officially announced its return to the Chinese market through a strategic partnership with Hangzhou WIDER (Hangzhou Waide). This collaboration marks a significant milestone in dm’s international strategy, aimed at fully developing its brand presence and operational excellence in China.

A Comprehensive Strategic Collaboration The partnership establishes WIDER as dm’s general agent in China, granting them comprehensive responsibility for the brand's end-to-end operations. This includes everything from product importation to professional customer service management. By leveraging WIDER’s local expertise, dm intends to respond more flexibly to the dynamic changes of the Chinese market while providing an exceptional service experience for local consumers.

Re-entering with Popular Private Labels The initial phase of this expansion focuses on dm’s most popular personal care and health brands, including Balea, alverde NATURKOSMETIK, and Dontodent. Approximately 50 select products have already been launched via a brand flagship store on Tmall, Alibaba’s e-commerce platform. The company’s omnichannel strategy also includes an established presence on the social commerce platform Xiaohongshu (Little Red Book), with plans to expand onto JD.com, Pinduoduo, Weibo, and Douyin in the near future.

 

Leadership Insights Kerstin Erbe, dm’s Executive Director of Product Management, emphasized that this move builds upon the valuable experience the company gained during its previous operations in China between 2016 and 2022. "Through our cooperation with WIDER, we will rely on our existing professional advantages to provide consumers with an outstanding service experience," Erbe stated.

Eric Xuan, General Manager of WIDER, expressed his confidence in the venture: "As a brand with immense market influence in Germany, we have established a close partnership with dm. We will cultivate the Chinese market step-by-step to fully release the value and potential inherent in the dm brand".

Targeting a Loyal Fan Base The decision to return is bolstered by dm’s large existing fan base in China, particularly among Chinese tourists who frequently visit dm stores while traveling in Germany. This strategic move allows these loyal consumers to enjoy the convenience of direct home delivery for their favorite products without leaving their homes.