Comeback possible
Five years ago, Nivea unveiled its plans for the lucrative (business) travel market, but now Beiersdorf has withdrawn from all (air)ports and tax free zones across Europe. “The last few years have 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”, the company said in a statement.
“After careful consideration, we have therefore decided to discontinue our activities in Europe. For the future, the focus of Nivea’s travel retail business will lie with markets outside of Europe”: the Middle-East, North Africa and India will get most attention now.
However, Beiersdorf did not exclude an eventual return to European airports: “We will however keep monitoring the development of the channel in this regions in the years to come and re-evaluate our decision.”
