What DMO does

DMO S.p.A. (Dettaglio Moderno Organizzato), headquartered in Pernumia (Padua), Italy, is a privately-held retail group that directly operates two complementary banners in the Italian beauty, personal-care and household-products market. Caddy's is a 299-store drugstore chain offering over 20,000 SKUs spanning personal care, make-up, household cleaning, pet care and — in more than 50 locations — pharmacist-staffed parapharmacy services for dermocosmetics, supplements and OTC medicines. Beauty Star is a 93-store perfumery and cosmetics chain focused on prestige and accessible beauty brands with personalized consulting. The two banners are supported by a 500+ SKU Caddy's private label portfolio (C74, Beauty Green, La Casa Caddy's, Essere Benessere), a 40,000 sqm logistics platform in Vescovana (PD), an owned e-commerce and mobile app (5 million+ annual visits), and a Glovo delivery partnership covering 212 stores in 87 Italian cities.

The group generates revenue primarily through direct consumer sales across its 387 physical stores and digital channels, supplemented by wholesale supply to franchisees operating under the Caddy's banner. Pricing is consumer-facing, promotional, and loyalty-driven; the franchise layer adds transaction-fee and wholesale economics. Operationally, DMO runs on SAP and MERSY enterprise systems deployed as part of the 2015 brand restyling, with incremental technology investments including Self CheckOut pilots and digital self-service. DMO has historically expanded through acquisitions of regional chains and competitor store portfolios — 7 Douglas stores plus 2 regional chains (2017), 49 Lillapois stores from Gruppo Auchan (2020), and 22 Modus Profumerie stores (2025) — and is actively recruiting franchisees to extend its footprint into Central and Southern Italy. The legal entity is a single-shareholder (socio unico) Italian S.p.A. with €20.07 million subscribed share capital, led by CEO Fabio Celeghin.

Name

DMO

Legal name

D.M.O. DETTAGLIO MODERNO ORGANIZZATO S.p.A.

Website

https://dmospa.it

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Gruppo DMO is a privately-held Italian multi-banner retailer operating 299 Caddy's drugstores and 93 Beauty Star perfumeries, serving Italian consumers with beauty, personal care, household, pet care and parapharmacy products through physical stores, e-commerce and Glovo delivery.

Ownership category

akta.pro rank

Product category

Drugstore and Perfumery Retail

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Drug Stores And Proprietary Stores (5912), Retail-Variety Stores (5331)

akta.pro primary industry

Discount Drugstores with Beauty & Personal Care Focus (Value Beauty) (CRAEAHAH)

akta.pro secondary industries

Luxury Beauty & Fragrance Department Stores (CRAGADAD), Variety Stores with Pharmacy / Health & Beauty Focus (CRAGAJAL)

Keywords

• Drugstore retail
• Perfumery retail
• Personal care
• Household cleaning
• Private label brands

Headquarters

HQ city

Pernumia

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Physical Retail Sales (Caddy's & Beauty Star): Revenue from sales of personal care, perfumery, household cleaning, pet care, and parapharmacy products across 387 owned and operated stores (299 Caddy's and 93 Beauty Star) in Italy. Includes private label products (500+ SKUs for Caddy's) and exclusive branded lines.
2. E-commerce and Delivery (Glovo integration): Online sales and last-mile delivery through Caddy's e-commerce, mobile app, and Glovo partnership in 87 cities. Products available online include 13,000+ articles at the same prices and promotions as physical stores.
3. Franchise fees and wholesale supply to franchisees: Caddy's operates a franchise model, recruiting franchisees to open stores under the Caddy's banner. The Group supplies franchisee locations and earns revenue through wholesale product supply and franchise fees.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Gruppo DMO operates two complementary retail banners across Italy - Caddy's (a drugstore chain of 299 stores offering beauty, wellness, personal care, household cleaning, pet care, and in-store parapharmacy departments) and Beauty Star (a perfumery and cosmetics chain of 93 stores). The group retails an assortment of 30,000+ articles including 500+ private label SKUs across brands such as C74, Beauty Green, La Casa Caddy's, and Essere Benessere, supported by 40,000 sqm of warehouse operations and a 1,700+ person workforce.

Product overview

Gruppo DMO S.P.A. operates as a retail group managing two distinct retail brands—Caddy's and Beauty Star—alongside supporting digital channels and private label products. Caddy's is a large-format drugstore chain (299 stores including Maxistore format) offering beauty, wellness, personal care, household products, pet care, and parapharmacy services with over 20,000 product references per store. Beauty Star is a perfumery and cosmetics chain (93 stores) specializing in prestige and accessible beauty products with personalized consulting services. Both brands are supported by e-commerce platforms, delivery partnerships (Glovo), and Caddy's proprietary private label lines (C74, Beauty Green, La Casa Caddy'S, Essere Benessere) totaling over 500 products. The group also operates a network of approximately 50 parapharmacies within the Caddy's format and maintains a warehouse network spanning 40,000+ square meters.

Differentiator

Problem solved

Functional benefit

Brands

• Caddy's Maxistore: Large-format Caddy's stores offering expanded product assortment including parapharmacy departments.
• Caddy's Private Label

Products and services

• Caddy's retail drugstore chain A drugstore retail chain operating 299 stores across Italy, offering personal care, household cleaning, pet food and accessories, beauty, and parapharmacy products under 50+ in-store pharmacy departments; serves individual Italian consumers.
• Beauty Star retail perfumery chain A perfumery and cosmetics retail chain operating 93 stores across Italy, offering prestige and accessible fragrances and cosmetics with personalized beauty consulting; serves aspirational Italian beauty consumers.
• Caddy's Private Label brands An assortment of more than 500 private label SKUs across brands C74 (cosmetics), Beauty Green (natural/green beauty), La Casa Caddy's (household care), and Essere Benessere (wellness), positioned for value-driven Caddy's customers.
• Caddy's Parapharmacy departments In-store pharmacy departments present in 50+ Caddy's locations, offering pharmacist consultations, parapharmacy products, and category cross-selling support (Pharmamaster Class training).
• Caddy's e-commerce platform (caddys.it) The official online storefront for the Caddy's drugstore chain operating at caddys.it, integrated with the mobile app and Glovo delivery (212 stores, 87 cities); offers the same prices and promotions as in-store, with 5 million+ annual visits.
• Beauty Star e-commerce and digital community (beauty-star.it) The official online storefront for the Beauty Star perfumery chain at beauty-star.it, accompanied by a dedicated social community and WhatsApp customer support for the Beauty Star customer segment.

Quantifiable outcome

• 387 retail stores across Italy with 50 parapharmacy sections
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• GlovocoreTechnology or Integration · 20 November 2024Caddy's expanded its partnership with Glovo from a 10-store pilot in Milan to 212 stores across 87 Italian cities as of 20 November 2024. Glovo provides the delivery platform enabling Caddy's to offer home delivery of 13,000+ articles (personal care, make-up, household, pet care) at in-store prices and promotions. This omnichannel integration allows Caddy's to reach customers unable to visit physical stores.
• Salone del Franchising di MilanominorGTM or Marketing Partner · 27 September 2024Caddy's participated as the only drugstore brand at the Salone del Franchising di Milano (27–29 September 2024), joining major retailers such as Coop, Crai, Eurospin, and Migros. Caddy's spoke on a workshop about innovation in modern retail and sought to recruit franchisees in unaddressed regions, especially Central and Southern Italy.
• LaborabilitycoreGTM or Marketing Partner · 1 January 2024DMO partnered with Laborability (a workplace and social responsibility platform) to launch the 'Specchi Rossi' (Red Mirrors) campaign against gender-based violence. The initiative places red-framed mirrors in DMO's 387 stores to raise awareness and direct victims to the anti-violence helpline. With 95% female workforce, DMO sees this as a core social responsibility initiative.
• Largo Consumo and Distribuzione Moderna (media)minorGTM or Marketing Partner · 1 January 2024DMO was featured in industry publications Largo Consumo and Distribuzione Moderna, covering the brand's participation in the Salone del Franchising launch event alongside major names such as Eurospin.
• Emanuele MorminominorOthers · 1 January 2024Emanuele Mormino, a leading expert in pharmaceutical retail and cross-selling, was engaged as the trainer for Caddy's Pharmamaster Class — a seven-session training programme covering cross-selling techniques for all pharmacists in the Caddy's parapharmacy network.
• Fondazione Giovanni Celeghin OnluscoreOthers · 1 January 2012Fondazione Giovanni Celeghin was founded in 2012 in memory of Giovanni Celeghin, a great entrepreneur who passed away in 2011 from glioblastoma multiforme. The foundation's mission is to raise funds for scientific research on brain tumours. The DMO Group supports the foundation, with its Administration Finance and Control office providing transversal services.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Acqua & Sapone: Italy's largest drugstore chain with ~800 stores offering personal care, household, and beauty products. Directly comparable to Caddy's in format, category mix, and target customer, though materially larger in scale.
• Douglas: Pan-European perfumery chain with strong Italian presence offering prestige and accessible beauty brands. Direct competitor to Beauty Star, and a former counterparty when DMO acquired 7 Douglas stores in 2017.
• Limoni: Italian perfumery chain operating perfumery stores across Italy with similar product assortment and customer base to Beauty Star. Direct competitor in the domestic perfumery retail segment.
• Marionnaud: European perfumery chain with Italian operations offering similar product mix to Beauty Star in prestige and accessible fragrance and cosmetics categories.
• Tigotà: Italian drugstore chain with ~600 stores, focused on personal care, household, and beauty products. Direct competitor to Caddy's in the Italian drugstore segment with similar geographic concentration in Northern Italy.
• Kiko Milano: Italian cosmetics brand and retailer with owned-store distribution across Italy and internationally. Overlaps with Beauty Star in colour cosmetics and accessible beauty positioning.
• Risparmio Casa: Italian discount household and personal care retailer with physical stores across Italy. Overlaps with Caddy's in household cleaning and personal care categories at value price points.
• Wycon Cosmetics: Italian beauty brand and retail chain with owned stores across Italy. Comparable to Beauty Star in mass-prestige cosmetics retail, with strong domestic brand identity.

Broad incumbents

• Sephora: Global multi-brand beauty retailer with significant Italian presence. Competes with Beauty Star in prestige beauty but operates as part of LVMH's global retail portfolio rather than a focused Italian player.
• dm drogerie markt: European drugstore chain with Italian operations offering personal care, household, and beauty products. Comparable to Caddy's as a broad-line drugstore operator but with materially larger European scale.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInit.linkedin.com/company/d-m-o-s-p-a-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DMO