The Italian hair care cosmetic brand hires Onno Van Steijn as the new CEO in Germany to lead the consolidation plans of the business aiming for the ambitious goal of becoming a top 10 professional haircare player by 2025.

Company Direction

Davines, the Italian beauty Group which operates the professional haircare brand Davines and skincare label Comfort Zone, opens the doors of the new subsidiary in Germany in 2023 to drive the company direction in the field and reaffirm its commitment to continue the path of sustainable growth based on the solid ethical principles of the 100% family-owned company based in Parma. Since the beginning of 2023, Davines is operating directly in the field to continue its business growth in Germany as part of the company’s strategy to expand its commercial activities within the market, strengthening the distribution network across the European region.

Growth Rates

Davines is recording double-digit growth rates in Germany, which has played a strategic role historically within the professional hair industry, and has great ambition for the upcoming years:
▪ Today, Davines’ market share is approximately 1% in the German salon market,
▪ in 2022, Davines achieved a growth rate of 14% in Germany,
▪ the goal of Davines is to become a top 10 player by the end of 2025,
▪ the new subsidiary Davines Germany is serving about 500 salons in the country,
▪ a total of ten sales consultants integrate the current sales network of Davines along with a new education team of eight educators.

Sustainability

“We have been present in the German market for the last 20 years, and we feel the time has come to open a subsidiary for such a strategic market, with 80 million inhabitants and one of the highest GDPs in Europe. We are convinced that our message and commitment to sustainability will resonate well in Germany. Opening a new subsidiary and a new Davines Group House in Germany consolidates our organic growth path at an international level in a market that is among the top five globally. I also give my warmest welcome to Onno van Steijn, and I am sure that thanks to his expertise and his thirty years of experience in the sector, he will greatly help us to achieve the set objectives and to continue our expansion in Europe” Anthony Molet, CEO Davines Group, declares.
“We look at Germany as a key European market within the professional haircare segment”, – Mark Giannandrea, Global General Manager of Davines Haircare, declares, “and therefore, we are investing in expanding and strengthening our sustainable way of elevating the craft of hairdressing in Germany. It is an exciting step for the company”.

As part of the plan, Davines will open a physical Davines Group House in Duesseldorf in the second half of the year to host the offices and the Davines Academy for hairdressers in Germany. The new office will play a crucial role as it will be a beacon for the brand’s values and authority, inspiring our staff and customers.

Career Path

“After a long career path in the haircare industry, I’m very honoured to join the Davines family and lead such an exciting challenge. Our ambition is to place Davines within the top ten big players in the haircare industry by 2025 and to achieve that, we will focus on our community of salons strengthening the partnership with our existing customers as well as winning new partnerships”, affirms Onno Van Steijn, new CEO of Davines Haircare in Germany. “It’s crucial that Davines establishes a strong reputation as an authority in the market based on our purpose and values and outperform the competition in education, training and events”.

Onno Van Steijn, the new CEO for Davines in Germany:

Onno van Steijn takes the role of new CEO of Davines Haircare in Germany in 2023, carrying with him thirty years of experience in the hair care industry. Born in 1967 in a small town near Amsterdam (Netherlands), Onno started his path in 1993 in L’Oréal Paris, covering sales and marketing positions in the Netherlands for 11 years. In 2004, he joined the Estée Lauder company as Aveda Brand General Manager for the Benelux region, while a few years later, he moved to Germany to help grow the brand, where he spent 11 years in the role of Aveda General Manager of the DACH region, supervising both B2B and B2C distribution and digital channel strategy. After spending two years in his more recent appointment as Managing Director of Revlon and Elisabeth Arden in the DACH region, where he was able to restructure the brands and grow the local business, in early 2023, Davines crossed his path, asking him to cover the role of General Director to launch the new German subsidiary of the brand.

In April, Davines confirmed its participation in Top Hair in Düsseldorf, one of the most relevant professional hair trade events worldwide, to consolidate the commitment of Davines to the German market and Europe.

Find out more about Davines here: