Company: dm-drogerie markt GmbH & Co. KG
Brand value: US$2,152 million
Change since 2018: NEW ENTRY!
Headquarter city: Karlsruhe
Year formed: 1973
Dm is the largest chain of drugstores in Germany and is now present in 13 European Countries. It has around 3,500 branches and 59,000 employees, 40,400 of whom are in Germany. Stores offer well-known health and personal care brands, as well as dm’s own brands, the first of which was introduced in 1986. There are now 21 own brands, including the popular Balea bodycare range, and the increasingly important organic selection, dmBio. The brand’s communications tagline is „Hier bin ich Mensch, hier kauf ich ein“ (Here I am human, here I shop). This motto has been part of the dm-drogerie markt logo since 1992. It reflects dm’s commitment to "humanity and partnership" in its relationships with customers, employees, trading partners and the environment. It invests heavily in staff training, and while the brand does little traditional advertising, it works closely with online influencers, including Stefanie Giesinger and Paola Maria.