Markets
dm lists Sheglam – Customer Focus or Breach of Values?
The drugstore chain dm will include products from the Chinese cosmetics brand Sheglam in its range from October. The decision has sparked criticism both internally and externally. Managing Director Christoph Werner defends the move.
Customer Wishes vs. Corporate Values
Sheglam, daughter of fast fashion giant Shein, is a mass phenomenon on TikTok and is already selling successfully online. At dm, this is seen as an opportunity: Customers want trendy brands, so they must be placed on the shelf. "We need to offer products that our customers demand," says Werner.
Criticism over Shein's Origin
The listing encountered resistance. Critics criticize the proximity to Shein, which is regularly under fire for lack of transparency and sustainability issues. There were also doubts among the dm staff as to whether the decision was compatible with the company's values – people orientation and sustainability.
Werner's Attitude
The managing director emphasizes that only products that are produced under market-standard conditions and are legally compliant are included in the dm range. The "category competence" is crucial: customers expect a range that also includes trend brands. Dialogue with skeptics is important, but Werner rejects prohibition zones based on individual opinions.
Investor Perspective
For dm, Sheglam is a test case: If the brand brings revenue and new customers, the criticism might be mitigated. If it fails, there is a risk of reputational damage. Werner makes it clear: The decision will be evaluated after implementation – and can be revised again.
