Balea Brand from dm Advances from Budget Products to Category Standard Setter: Sales Grow 47% Between June 2022 and 2026, Repeat Purchase Rate Reaches 73.4%. The brand has expanded its product line from shower gels priced at 0.55 euros to Korean skincare products and professional hair care products. It takes 6 months to develop new products, compared to the industry standard of 6-36 months. Currently, there are over 650 products, with 200 new products launched each year.

Key summary

A report by YouGov and Porsche Consulting shows that the Balea brand, a private label of the dm store in Germany, has transformed from a budget alternative to a brand with its own innovation and identity. Between June 2022 and June 2026, sales increased by 47%, and products appeared in shopping carts an average of 6.7 times per year. 93% of customers purchased body care products, and 54% purchased hair care products. The repurchase rate is 73.4%. The perceived value increased from 30.1 points in 2015 to 43 points in 2026. dm maintains stable prices, even incurring losses on some items to maintain customer trust. Digital channels, such as the dm app, which has over 7 million users per month, help the brand build a community and receive direct feedback. The brand launches approximately 200 new products per year from a base of over 650 products. The development time is 6 months, compared to the industry standard of 6-36 months. An example of success is the Plex technology hair care product, which is a bestseller. The Inner Beauty line was discontinued because it was launched too early. The reputation of dm, a major retailer, supports the brand's image.