BERLIN — Nivea is pulling out of travel retail in Europe, and putting its focus elsewhere. The Beiersdorf-owned skin-care brand will concentrate on more lucrative markets in the Middle East, North Africa, and India, extending its efforts in the region. The brand’s travel retail unit for those markets is based out of Dubai; it will retain oversight of operations and expansion in the area.
Beiersdorf’s luxury skin-care line La Prairie will stay the course in Europe’s duty-free shops.
“The last few years have shown that the purchasing behavior of shoppers within the European travel environment is not yet as favorable for us than in other regions of the world,” the company said in a statement.
Beiersdorf said it would monitor development of the channel in the coming years, and reevaluate its decision accordingly. The company first entered the travel retail market in 2010.
