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German drugstore chain dm connects with its customers not only through sophisticated brand placement and pricing but also because of the ethical outlook on which it was founded
The German drugstore market is fast moving and very competitive. It is one of the most important retail channels for beauty and personal care in Germany and has steadily increased its market share over the last decade.
Following the bankruptcy and subsequent demise of Schlecker in 2012, the market is now dominated by just two retailers, Rossmann and dm-drogerie markt. There are smaller regional chains like Müller in Southern Germany and Budnikowsky in the Hamburg area. However, dm and Rossmann are the only retailers with a Germany-wide store network.