Lebensmittel Zeitung, July 25, 2025 - Distributor aims for faster growth in Poland and Austria - Two new cosmetic brands launch in Germany
The DMV Group has significantly increased its revenue in recent years. The cosmetics distributor sees potential for the coming years both domestically and internationally.
Distributor aims for faster growth in Poland and Austria - Two new cosmetic brands launch in Germany
The DMV Group has significantly increased its revenue in recent years. The distributor of cosmetic products sees potential for growth both domestically and internationally in the coming years.
The DMV Group is creating structures for faster growth. Currently, the distributor operates under the name DMV Diedrichs Markenvertrieb. However, this will soon change so that the company presents itself uniformly as the DMV Group everywhere, says owner and CEO Lars Diedrichs. The distributor also expects this to lead to a better international position. Since 2023, the company has been present in Poland, in addition to Austria and Switzerland – and international business is expected to play a larger role in the future.
Currently, the DMV Group handles marketing and sales for approximately 30 national and international brands from medium-sized manufacturers, startups, and corporations. Among the best-known are Ohropax, Yeauty (eye pads), Scholl (foot care), Biorepair (oral care), Cantu (hair care), and Kaufmann's children's cream. DMV typically purchases the products directly from the manufacturer, stores them, and then distributes them on its own account.
The company plans to significantly expand its brand portfolio and the distribution of its existing brands in the coming years. Revenue is projected to reach approximately €200 million by 2030. For the current year, the distributor anticipates an 8 percent increase in sales to around €130 million. In 2024, revenue rose by 7 percent to €120.3 million, with only 1.8 percent of that increase attributable to sales gains. Revenue in 2020 was approximately €70 million.
As part of its growth, the company is strengthening its management team: Lars Wölfing joins from the Wiesenhof Group as CFO and complements the team around Diedrichs, Markus Spieker (Human Resources and Logistics) and Sonja Reyes-Lemke (CMO).
Business has recently grown particularly strongly in the domestic market and in Poland. In Poland, DMV recently took over distribution of the cosmetics brands Vaseline and Tresemmé from Unilever. "We are open to other brands with high potential and are specifically looking at which of our existing brands are suitable for which markets," says CMO Reyes-Lemke. In Austria, DMV is ahead of schedule but still has room for improvement.
The DMV Group achieved a turnover of 120 million euros in 2024.
Family business since 1946.
• The DMV Group has around 30 brands in its portfolio, most of them from the cosmetics sector.
• According to its own statements, DMV employs 170 people at its headquarters in Bad Pyrmont, 1n Hille (warehouse), and at its sales locations in Hamburg, Poland and Austria.
• Depending on the customer, the company takes over all sales services, including marketing, online sales and field service.
• The company was founded in 1946 as Walter Diedrich's wholesale drug business.
Lars Diedrichs has been running the family business since 2005.
The company sees growth opportunities in Germany, among other things, with Coswell's Biorepair oral care brand, which will be widely available in stores after a relaunch in 2024. Its main competitor in the medical oral care category is the Bioniq brand from Dr. Wolff, which advertises with a similar concept.
New additions to the portfolio include the skincare brands Transparent Lab and Acnemy from Niche Beauty Lab, which are now exclusively listed at dm. Existing brands also performed well, especially the two top-selling labels Ohropax and Yeauty, which together account for almost 25 percent of DMV revenue, but also smaller brands such as Kaufmann's children's cream.