What dm-drogerie markt Hrvatska does

dm-drogerie markt d.o.o. (operating as dm-drogerie markt Hrvatska) is the Croatian subsidiary of the German dm-drogerie markt group, a private drugstore retailer operating across 14 European countries. The Croatian entity was established on 9 May 1996 with its first store at Zagreb's Dubrava market, and now operates 178 physical drogerie stores distributed across five sales regions, supported by a centralized Distribution Center in Zagreb. The company's core product assortment spans beauty, health, baby care, and personal care categories, with specialized OTC Kutak pharmacy corners — staffed by pharmaceutical technicians — offering over-the-counter medication consulting, a category extension launched in 2008.

The business runs on three customer-facing channels: 178 physical retail stores, the dm.hr e-commerce platform, and the 'Moj dm' mobile application. Back-office operations are consolidated at dm dialogicum, the Zagreb headquarters housing approximately 300 employees across six divisions: Procurement and Marketing, Human Resources, Finance/Accounting and Controlling, IT, Expansion, and Logistics. The Distribution Center in Zagreb employs more than 500 people in pick-and-pack, warehousing, and dispatch operations serving all Croatian stores. The company's disclosed technology stack is conventional: Google Analytics 4, Meta (Facebook) Pixel, Google Ads conversion tracking, Google Maps, and YouTube embedding, primarily supporting recruitment marketing on dm-jobs.hr rather than AI-driven customer personalization. Workforce development is delivered through 'dm akademija' (a one-year drogerist certification program) and 'dm-Lernwelt', a digital learning platform for live, online, and on-demand training.

Commercially, dm Hrvatska is a wholly-owned private subsidiary generating revenue through one-time retail purchases of consumer goods, with no enterprise contracts, subscription model, or B2B pricing visible in the data. The company serves general consumers through horizontal segmentation (no named customer segments beyond 'Individual Consumers') and reports approximately 100,000 daily customer visits. Public salary disclosures for open roles (e.g., €20,880–€22,320 gross annual for full-time positions including pickers and pharmaceutical technicians) confirm a structured, hourly-to-annual compensation model typical of mass-market retail. The company has held the 'Poslodavac prvog izbora' (Employer of First Choice) designation in Croatia for 15 consecutive years per 2024 Alma Career Croatia research, a brand-asset credential that functions as both a recruiting moat and a soft consumer-trust signal.

Name

dm-drogerie markt Hrvatska

Legal name

dm-drogerie markt d.o.o.

Website

https://dm-jobs.hr

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

251–500 employees

Short description

dm-drogerie markt Hrvatska is a Croatian private drugstore chain operating 178 stores, the dm.hr e-commerce platform, and the Moj dm mobile app, offering beauty, health, baby care, personal care, and OTC pharmacy products to individual consumers across Croatia.

Ownership category

akta.pro rank

Product category

Drugstore Retail

NAICS

Pharmacies and Drug Retailers (45611), Pharmacies and Drug Retailers (456110)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

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

akta.pro secondary industries

Pharmacy-Led Health & Wellness Discount Retail (CRAEAHAD), Discount Drugstores with Beauty & Personal Care Focus (Value Beauty) (CRAEAHAH), Discount Drugstores with Front-End General Merchandise (Value GM) (CRAEAHAI)

Keywords

• Drugstore retail
• Personal care products
• Beauty and health retail
• OTC pharmacy retail
• Consumer goods retail

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Physical retail sales through 178 dm drogerie stores across Croatia, offering beauty, health, baby care, and personal care products. Also includes online shop and mobile application 'Moj dm'.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

dm-drogerie markt Hrvatska operates a chain of 178 drugstores across Croatia selling beauty, health, baby care, and personal care products, supplemented by an online shop (dm.hr) and the "Moj dm" mobile application. Select stores also feature OTC (over-the-counter) pharmacy corners staffed by pharmaceutical technicians offering non-prescription medication advice. The business is supported by the dm dialogicum headquarters in Zagreb and a centralized distribution center.

Product overview

dm-drogerie markt Hrvatska operates as a retail drugstore chain consisting of 178 physical stores across Croatia, an e-commerce online shop, and the 'Moj dm' mobile application. The core offering includes beauty, health, and personal care products, with specialized OTC (Over-The-Counter) pharmacy sections in designated stores. Supporting operations include dm dialogicum (headquarters in Zagreb with six business divisions: Expansion, Finance/Accounting/Controlling, IT, Logistics, Human Resources, and Procurement/Marketing) and a Distribution Center in Zagreb. Employee development is supported through dm akademija (a one-year certification program) and dm-Lernwelt (a digital learning platform). The company also maintains a dedicated careers portal (this website) for recruitment purposes.

Differentiator

Problem solved

Functional benefit

Brands

• dm dialogicum: The headquarters office of dm-drogerie markt Hrvatska, located in Zagreb, housing administrative and support functions.
• Moj dm
• OTC kutak
• dm akademija

Products and services

• dm trgovine (dm Drugstores) Physical drugstore chain of 178 locations across Croatia offering beauty, health, baby care, and personal care products to individual consumers, with individual and expert customer consultation.
• dm Online Shop E-commerce platform at dm.hr that enables Croatian consumers to purchase dm's beauty, health, baby care, and personal care product assortment online with home delivery.
• Moj dm Mobile Application Mobile application allowing dm customers in Croatia to shop, browse products, and engage with dm services digitally.
• OTC Kutak (OTC Corner) Specialized over-the-counter pharmacy sections inside dm stores offering non-prescription medications, dietary supplements, and health products, staffed by pharmaceutical technicians and pharmacists who provide professional consultation to customers.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Google Ireland Limited (Google Analytics 4)coreTechnology or IntegrationUses Google Analytics 4 for web analytics to understand user behavior on the careers website, track page views, sessions, clicks, and user engagement metrics. Data retention is 14 months for Analytics data.
• Meta Platforms Ireland (Facebook/Instagram Pixel)coreTechnology or IntegrationUses Facebook Pixel from Meta for retargeting and advertising optimization. Joint data controllers with Meta for audience targeting, delivery of commercial messages, and personalization of functions and content.
• Google Ireland Limited (Google Ads)coreTechnology or IntegrationUses Google Ads for conversion tracking and remarketing campaigns to reach users who have visited the careers website through Google ads.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Douglas: European perfumery and beauty retail chain with overlapping beauty/cosmetics assortment and store-based service; adjacent to dm in drugstore-beauty categories across DACH and CEE.
• Müller: European drugstore chain offering beauty, health, baby care, perfumery and OTC across multiple countries; competes head-to-head with dm on assortment and price-positioning, including in Croatia and neighbouring markets.
• Yves Rocher: European botanical beauty retailer with owned-brand strategy and store footprint overlapping dm's market; comparable in plant-based beauty and personal-care categories.
• BIPA: Austrian/Central-European chain drugstore; directly comparable in beauty and personal-care assortment, private-label strategy, and small-format store model operating in dm's region.
• Rossmann: German-headquartered drugstore chain with comparable beauty/health/personal-care assortment and self-service drogerie model; one of dm's closest global competitors across CEE.

Emerging players

• Notino: Online-first beauty and fragrance retailer founded in CEE; competes with dm's e-commerce channel and beauty assortment without physical retail overhead, sharpening digital pricing pressure.
• Lush: Specialty ethical beauty retailer offering fresh, handmade cosmetics and personal care; overlaps with dm's beauty categories via differentiated positioning and growing digital channel.

Broad incumbents

• Sephora: Global multi-brand beauty retailer; competes with dm in prestige and mass beauty, with a stronger premium-beauty positioning and broad omnichannel reach relevant to dm's beauty category.
• Holland & Barrett: Specialty health and wellness retailer with comparable OTC, vitamins/supplements and personal-care lines; broader international footprint and health-led positioning adjacent to dm's OTC corner model.
• dm-drogerie markt (parent): German parent group of the subject entity, operating the same brand and drogerie concept across 14 European countries; comparable in assortment, pricing and store concept, but serves different geographies at group level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dm-drogerie-markt-hrvatska

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 Hrvatska