Beiersdorf pledges further investment into consumer arm to counteract predicted sales drop

Beiersdorf pledges further investment into consumer arm to counteract predicted sales drop

Beiersdorf has announced a further annual investment of €80 million into its consumer arm in a bid to see off a predicated drop in sales growth.

The news follows new CEO Stefan De Loecker’s January announcement that it will make a commitment to deliver sustainable growth through strategic steps, which followed slow Q4 2018 sales.

He stated, “Our entire business model needs timely adaptation due to new market realities and fast-changing technology developments. This requires, first and foremost, higher investments.”

With a predicted investment of €70 million to €80 million starting this year, the German personal care company has predicted growth of between 3-5 percent this year.

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