Overview
- Late September Kaufland rolled out the Bevola relaunch and its new drogerie layout to five stores and opened a three-month ‘Drogerie‑Studio’ pilot in Berlin‑Prenzlauer Berg to gather customer feedback.
- The Bevola relaunch introduces new packaging, signature fragrances and an intuitive three‑digit SKU system intended to make shelf navigation and brand recognition easier.
- The store redesign features lower, brighter shelves, prominent gondel heads with fragrance stations and a clearer orientation system, plus in-store tech tests such as AI mirrors for skin and hair analysis and styling stations.
- A t-online price comparison shows the new premium Bevola scent series is priced above comparable dm and Rossmann items while Kaufland continues to offer lower‑priced Bevola lines in a separate segment.
- The strategy is a direct push at specialist chains like dm and Rossmann by offering one‑stop grocery plus personal care, but success will depend on converting loyal drogerie shoppers and matching price expectations which could reshape weekly shopping patterns if widely rolled out.