Beiersdorf successful on Czech market

2009-08-19



The German producer of Nivea skincare products Beiersdorf reported net profits of nearly CZK 107m (€4.12m) for its operations in the Czech Republic in 2008, a year-on-year increase of 13%. Sales increased by almost 4% to CZK 1.15bn (€44.3m), reported Moderni Obchod.
According to Beiersdorf CR management, the most successful distribution channels were pharmacies and specialised cosmetic stores.
To counter the effects of the economic crisis, in April this year the company decided to limit its portfolio in the country to the Nivea, Eucerin, Atrix, Labello and Hansaplast brands. Disinfecting products were eliminated from the range of products available in the Czech Republic. Supply and delivery operations were also revised and, at present, all products for the Czech market are imported from the company’s polish division – Nivea Poland.
Beiersdorf CR was established in 1993 and is fully controlled by Beiersdorf CEE Holding, which is based in Vienna. In the Czech Republic the company is focused exclusively on sales and distribution, and does not own any local production sites.
Beiersdorf is an international cosmetics company with headquarters in Hamburg, Germany. In 2008 it generated consolidated sales of €5.97bn.