dm drogerie markt Kft

What dm drogerie markt Kft does

dm drogerie markt Kft (trade name dm Magyarország) is the Hungarian operating subsidiary of the German drugstore chain dm drogerie markt, headquartered in Karlsruhe since 1973. The company entered Hungary in 1990 and operates as a private limited liability company (Kft.) under Törökbálint registration, with its principal office footprint in Budapest. It runs a drugstore retail business selling approximately 17,000 SKUs across cosmetics, beauty, health, personal care, baby care, household, food, and pet categories, serving Hungarian consumers through a hybrid physical-and-digital channel model.

The company distributes via physical retail stores located in all 19 Hungarian counties, complemented by the dm.hu e-commerce platform, the dm App, dmBOX self-service pickup lockers in stores, and an Express Pickup service. Core technology and platform components include integrated payment processing (Mastercard, Visa, PayPal, Apple Pay, Google Pay), a CRM-backed active beauty loyalty program powered by PAYBACK, a MapBox/OpenStreetMap-based store finder, and the dmLIVE live shopping experience embedded in the dm App. A deep private label portfolio of 17+ proprietary brands, including Balea, babylove, alverde NATURKOSMETIK, SUNDANCE, Denkmit, Profissimo, dmBio, Mivolis, Jessa, s-he, trend !t up, ebelin, Dein Bestes, Sportness, no planet b, SEINZ, and Stella Jones, constitutes a central pillar of the offering.

The revenue model is transaction-based across physical retail, online shop, and private label product sales, supplemented by recurring engagement through the active beauty points program (a subscription-style loyalty loop) and ancillary services such as dm babybonus, dmLIVE coupons, and gift cards. Pricing follows the 'Mindig megéri' (always worth it) policy with stable prices guaranteed for at least 4 months and free delivery above 20,000 Ft. The go-to-market approach is omnichannel B2C, with content marketing through dm inspirációk and broad social media presence supporting customer acquisition and retention. The company is wholly owned by dm drogerie markt and operates exclusively in Hungary within the parent's European network.

Name

dm drogerie markt Kft

Legal name

dm Kft.

Website

https://dm.hu

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

dm drogerie markt Kft is the Hungarian subsidiary of the German dm drogerie markt drugstore chain, operating nationwide physical stores, an e-commerce platform (dm.hu), a mobile app, and private label brands such as Balea and alverde to serve Hungarian consumers across beauty, health, household, and food categories.

Ownership category

akta.pro rank

Product category

Drugstore Retail

NAICS

Pharmacies and Drug Retailers (45611), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Drug Stores And Proprietary Stores (5912), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Discount Drugstores (Value-Focused Chain Pharmacies) (CRAEAHAA)

akta.pro secondary industries

Discount Drugstores with Beauty & Personal Care Focus (Value Beauty) (CRAEAHAH), Discount Drugstores with Front-End General Merchandise (Value GM) (CRAEAHAI)

Keywords

• Drugstore retail chain
• Beauty product retail
• Personal care products
• Household cleaning supplies
• Cosmetics distribution

Headquarters

HQ city

Törökbálint

HQ country

Hungary

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Retail Sales: Revenue from sales of beauty, health, personal care, baby products, food, and household items through physical store locations across Hungary
2. Online Shop Sales: E-commerce revenue from dm.hu online platform with delivery services across Hungary
3. Private Label Products: Revenue from proprietary brands including Balea, babylove, dmBio, SUNDANCE, alverde, Denkmit, Profissimo, and others
4. active beauty Loyalty Program: Points-based loyalty program with PAYBACK integration - customers earn points on purchases and redeem for discounts

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

dm drogerie markt Kft operates a Hungarian drugstore retail chain of approximately 17,000 SKUs spanning cosmetics, beauty, personal care, health, baby care, household cleaning, food, and pet products, sold through nationwide brick-and-mortar stores, the dm.hu online shop, and the dm mobile app. The offering is built around in-house private label brands (Balea, babylove, alverde, SUNDANCE, Denkmit, dmBio, etc.), the active beauty/PAYBACK loyalty program, and the Mindig megéri 4-month price guarantee that locks pricing against short-term promotions.

Product overview

dm drogerie markt Kft operates as a retail chain combining physical stores and an e-commerce platform (dm Online Shop). The core offering includes the online shopping platform with delivery to stores or home, the dm App for mobile commerce and live streaming, the active beauty loyalty program (powered by PAYBACK), and the Mindig megéri price guarantee. The company also offers private label brands including Balea (beauty), babylove (baby care), alverde NATURKOSMETIK (natural cosmetics), SUNDANCE (sun care), Denkmit (household cleaning), Profissimo (household accessories), dmBio (organic food), Mivolis (health supplements), Jessa (feminine care), s-he and trend !t up (makeup), ebelin (beauty tools), and Dein Bestes (pet food). Additional services include dmBOX (click & collect), Express Pickup, dmLIVE (live shopping), and dm babybonus (parent rewards).

Differentiator

Problem solved

Functional benefit

Brands

• Balea: dm private label skincare and beauty brand
• babylove
• alverde NATURKOSMETIK
• SUNDANCE
• Denkmit
• Profissimo
• trend it up
• ebelin
• dmBio
• Mivolis
• Jessa
• s-he colour&style
• Dein Bestes
• Sportness
• no planet b
• SEINZ
• Stella Jones

Products and services

• dm Online Shop E-commerce platform enabling 24/7 online shopping for approximately 17,000 cosmetics, beauty, health, food, baby care, household, and animal products with delivery to stores or home; targets Hungarian individual consumers.
• dm App Mobile application enabling shopping, coupon activation, point collection, dmLIVE live streaming access, and store information on-the-go for Hungarian consumers.
• active beauty loyalty program PAYBACK-powered loyalty program allowing Hungarian customers to collect points on purchases and redeem them for discounts, including personalized coupons and bonus week promotions.
• Mindig megéri (Always worth it) price guarantee Price guarantee service ensuring consistently low prices for at least 4 months on all products in dm's approximately 17,000-product assortment; available to all Hungarian shoppers in stores and online.
• dmLIVE (live shopping) Live shopping service integrated into the dm App that offers exclusive coupons during live broadcasts to Hungarian consumers.
• dmBOX (parcel pickup lockers) Click-and-collect service using self-service pickup lockers in dm stores, allowing Hungarian customers to collect online orders at designated dmBOX locations.
• Express Pickup (Expressz átvétel) Express delivery option enabling fast collection of online orders at chosen Hungarian dm store locations.
• Balea dm's private label skincare, body care, and hair care brand offering affordable beauty products to Hungarian consumers.
• babylove dm's private label baby care brand offering diapers, wipes, baby food, and infant care products for Hungarian parents and families.
• alverde NATURKOSMETIK dm's certified natural cosmetics brand featuring organic and natural-ingredient skincare and beauty products for Hungarian consumers seeking natural cosmetics.
• SUNDANCE dm's private label sun care and self-tanning brand offering sunscreen and after-sun products to Hungarian consumers.
• Denkmit dm's private label household cleaning brand offering dishwashing liquid, household cleaners, and laundry care products for Hungarian households.
• Profissimo dm's private label household accessories brand offering trash bags, storage solutions, and cleaning tools to Hungarian consumers.
• dmBio dm's private label organic food brand offering certified organic products including beverages, snacks, and pantry items to Hungarian consumers.
• Mivolis dm's private label health and wellness brand offering dietary supplements, vitamins, and health products for Hungarian consumers.
• Jessa dm's private label intimate hygiene and feminine care brand offering feminine hygiene products to Hungarian consumers.
• s-he colour&style dm's private label color cosmetics and nail polish brand offering makeup and nail care products to Hungarian consumers.
• trend !t up dm's private label trend-focused color cosmetics brand targeting younger Hungarian shoppers with trendy makeup products.
• ebelin dm's private label beauty tools and accessories brand offering makeup brushes, nail files, and beauty tools to Hungarian consumers.
• Dein Bestes dm's private label pet food brand offering dog and cat treats and pet care products for Hungarian pet owners.
• dm babybonus Special loyalty rewards program for Hungarian parents offering coupons, parenting tips, and surprises for baby-related purchases.
• dm Gift Card (dm Ajándékkártya) Gift card service available for purchase as a gifting option usable at dm stores and online in Hungary.
• dm inspirációk (dm Inspirations) Editorial content platform publishing articles on beauty, health, nutrition, baby care, household tips, and recipes for Hungarian consumers.
• Sportness dm's private label sports nutrition brand offering sports nutrition products to Hungarian consumers.
• no planet b dm's private label sustainable everyday products brand offering environmentally conscious alternatives for Hungarian consumers.
• SEINZ dm's private label personal care brand offering personal care products to Hungarian consumers.
• Stella Jones dm's private label personal care brand offering care products to Hungarian consumers.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

One partnership is on record.

• PAYBACKcoreStrategic or Co-development Partneractive beauty loyalty program is integrated with PAYBACK, allowing customers to earn and redeem points across both platforms. PAYBACK is a leading multi-partner loyalty program in Central Europe.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• dm drogerie markt (parent, Germany): The Karlsruhe-based parent group of dm Hungary. Operates the overall European drugstore network, runs dm's private label portfolio and central strategy, and serves as the corporate reference for evaluating the Hungarian subsidiary.
• Tesco (Hungary): Large Hungarian grocery and general merchandise retailer with extensive private label ranges including beauty and personal care. Indirect competitor to dm via overlapping personal care, household, and baby categories in a one-stop basket.

Emerging players

• Sephora (Hungary): Global multi-brand prestige beauty retailer with Hungarian presence. Competes with dm in the color cosmetics and skincare space, particularly for younger and more beauty-engaged consumers who also shop dm's trend !t up and Balea lines.
• Notino (formerly Parfumérie Notino): Large Central European online beauty pure-play active in Hungary. Competes with dm primarily in fragrance, skincare, and color cosmetics via e-commerce, pressuring dm's online share of these categories.
• Douglas (parfum/drugstore): European perfumery and drugstore chain operating in Hungary. Competes with dm in prestige color cosmetics, fragrance, and beauty accessories categories where dm's trend !t up, s-he, and ebelin brands are positioned.
• Yves Rocher (Hungary): Natural and plant-based beauty retailer with Hungarian stores and digital presence. Overlaps with dm particularly in the natural cosmetics category where dm's alverde private label competes directly with Yves Rocher's plant-based positioning.

Direct peers

• Müller (Müller Drogerie): German drugstore chain operating in Hungary and across Central Europe. Competes head-on with dm in physical discount drugstore formats spanning cosmetics, health, household, and lifestyle categories.
• Rossmann Magyarország (Dirk Rossmann): Hungarian arm of Germany's Rossmann, one of dm's closest direct competitors. Operates a similar discount drugstore model spanning beauty, personal care, household, and baby across physical stores and e-commerce in Hungary.

Regional players

• Bipa (Austria/Central Europe): Austrian drugstore chain run by REWE Group with stores primarily in Austria and adjacent markets. Highly comparable format and product mix to dm Hungary, with similar private label economics and beauty-led assortment.
• Action (Hungary): Pan-European discount variety retailer expanding in Hungary with low-price household, cosmetics, and personal care ranges. Competes with dm on everyday low-price positioning in beauty-adjacent and household categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/dm.Magyarorszag
• YouTubeyoutube.com/@dmMagyarorszag
• Facebookfacebook.com/dm.Magyarorszag
• LinkedInlinkedin.com/company/dm-drogeriemarkt-hu
• Instagraminstagram.com/dm_magyarorszag
• TikToktiktok.com/@dm.magyarorszag
• Pinteresthu.pinterest.com/dm_magyarorszag

Revenue estimate

Valuation estimate

Number of profiles

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 dm drogerie markt Kft