GERMANY. Nivea’s travel retail business will now focus exclusively on markets outside of Europe, following a decision by brand owner Beiersdorf.
It said the last few years had shown that “the purchase behaviour of shoppers within the European travel environment is not yet as favourable for us than in other regions of the world”.
A statement read: “After careful consideration, we have therefore decided to discontinue our Nivea Travel Retail activities in Europe. We will however keep monitoring the development of the channel in this region in the years to come and [potentially] re-evaluate our decision.”
Nivea’s travel retail business in MENA and India will be further expanded as part of the business realignment. The unit is based in Dubai and will “remain fully responsible for all operations and further expansion in this region”.
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Region realignment: The European travel retail market was described as being less favourable, prompting the decision to withdraw |
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Executive decision: The Nivea brand is owned by German giant Beiersdorf |
