Beiersdorf to realign Nivea travel-retail business

According to the company, the focus of its travel-retail business will lie on markets outside Europe. Beiersdorf said recent years had shown that the purchase behaviour of shoppers within the European travel environment was not as favourable compares to other regions of the world.

A Beiersdorf statement added: “After careful consideration, we have therefore decided to discontinue our Nivea travel-retail activities in Europe. We will however keep monitoring the development of the channel in this region in the years to come and in case re-evaluate our decision.

“At the same time, we will further extend our travel-retail business for Nivea in Middle East and Africa and India. Nivea’s travel-retail business unit for MENA and India is based in Dubai. It will remain fully responsible for all operations and further expansion in this region.”