Welcome to the Douglas Group 2024-2025 earning results conference call. I am Healy, the CoverSchool operator. I would like to remind you that all participants will be in listen-only mode and the conference is being recorded. The presentation will be followed by a Q&A session. You can register for questions at any time by pressing star and one on your telephone. For operator assistance, please press star and zero. The conference must not be recorded for publication or broadcast. At this time, it's my pleasure to hand over to Sander van der Laan, Group CEO. Please go ahead.
Thank you, operator, and good morning to all of you. Happy to host you for this Q2 and first half of the year, let's say, results call. We are sitting here with our financial and investor relations team, and we are Marco Giorgetta, our Group CFO, and myself on May the 15th. We have just finished the first half of the year, actually the first half of the year plus April. We also say something about that. We will not comment on May and the rest of this quarter. As you have seen from us before, after a brief introduction by myself, I will hand over to Marco, who will focus on the Q2 financial performance of the company.
I will then follow up with a brief strategy and business highlight section, and we will conclude with a Q&A opportunity for all of you before we will close the call. That is the setup. Let me start, let's say, with the results development in our second quarter. That is from January 1 till the 31st of March 2025, in comparison to the same quarter in the prior year. Since we were basically forced to go out with a guidance change, a short-term guidance change in the middle of the quarter, I think you can see that we are very close to what we implicitly indicated. We finished Q2 with a negative sales development of 2% for the total group.
On the store side, you could basically say the sales were flat, although that was a combination of negative like for like and incremental sales driven by network development. Especially the e-com channel, we had a pretty tough quarter with minus 5.6%. However, you know that we disposed of Disapo in June last year. In two months from now, we will be like for like again. If we neutralize for Disapo, the group sales is actually not minus 2% but minus 1%. The e-com sales is not minus 5.6% but minus 2.6%. You also know that in this quarter, we had two, you could say, calendar elements. We had basically one day less because of February, and Easter had shifted from March to April. There is one day less. You could basically say that is one day on a total of 90 days.
That is around 1% of sales, which we miss. If you would add it back, the company would be flat in the month. Since Easter is an event which in certain countries leads to extra purchases, and in other countries, it just leads to a shift in sales because of bank holidays. Net net, Easter is adding sales to our top line. Let's say we saw that coming back in April. That is also why I will say something about April on the next slide. From an EBITDA perspective, as a result of our negative sales development, and we also had felt pressure on the gross profit, SG&A we managed, I would say, very well. As a result of that, our adjusted EBITDA came down versus the prior year from EUR 145.9 million to EUR 122.4 million. However, the reported EBITDA went up.
Yeah, coincidentally or not coincidentally, the reported EBITDA number and the adjusted EBITDA number, I should say, percentage and number is exactly the same. That means that there were basically no adjustments. That in itself is also in line with what we have committed to because we promised that we would significantly reduce in adjustments going forward, not only in this year, but you can also expect that from us in the future. Anyway, EBITDA is down. When you look to the net income, net income has improved from minus 41 to minus 19. There is a negative element because of the EBITDA development. The clear positive contribution comes from less financial costs because now the full benefits of the IPO refinancing are kicking in.
In the meantime, we've also refinanced the bridge financing of EUR 450 million, which is also bringing our interest expenses further down. I think there's only a small element of that sitting in this quarter. The majority of that benefit will be visible in the quarters ahead of us. That is the, I would say, the high-level summary. Marco will come back on that more in detail. Although it is not normal to comment too specifically on, let's say, on the current quarter, given the fact that Easter has shifted from March to April, we thought it would be appropriate to say something about April. I'm happy to say that in April, we have seen a positive sales development versus both last year and certainly versus the prior month and the prior months. Sales in April was up.
We are not disclosing how much it was above last year, but it was up. We can say that the benefit of Easter was very clearly visible, especially in Germany. Germany is a country where people are buying more premium beauty items during or around Easter. We saw the negative element of that in March, but we saw a positive element of that in April. I'm not quantifying it either, but we think that Easter this year was slightly better than Easter last year. That in isolation has also helped. What is also really helpful is that in Q2, we experienced significant pressure on e-com in general, as you saw with the minus 2.6%. Especially in Germany, we had some tough months, but I'm really happy to say that also in April, e-com in Germany made a very significant, let's say, step up.
Since you're going to ask the question anyway, let me just answer the question already. One of the key reasons why sales was under pressure is that basically the market in France and in Germany was, let's say, under severe pressure. Both in Germany as well as in France, in Q1, sorry, in Q2, so calendar Q1, the premium beauty market was in decline versus the prior year. In France, we are talking about 4-5-6-7%, depending a bit on the week. That is a significant, I would say, decline of the markets. In that market, France, Nocibé gained market share. In Germany, the market was, depending on the month, 2-3-4-5% down as well, especially in March. There the Easter effect is kicking in because we see, let's say, the reverse element in the market happening in April.
The market was down in Q2, and our market share in Q2 was slightly below last year. If we, let's say, blame the market, that is for the vast majority correct. There was also an element, let's say, a small element, which is about market share. That portion we should certainly be able to manage. I'm also happy to say that in the April sales, both in Douglas as well as on PD, we are seeing that back. Like I said, it is not usual; we usually do not comment too much on current trading in April. I will not go a lot further than this. Also, do not expect that next year we will comment on April because it really is driven by the shift, let's say, of Easter in this case.
With that, I'm handing over to Marco, who will dive into the financials.
Thank you. Thank you very much, Sander. Ladies and gentlemen, a warm welcome also from my side. It's my pleasure to lead you through our numbers for the first time since my appointment as Group CFO of Douglas as of the 1st of May. Of course, I would have wished for better market environments to start with, but these are challenging times, and we will weather together as management team and with all the Douglas employees. In the second quarter of our financial year, we experienced a slight decline in our group sales, as Sander was hinting at. There are several reasons for that. As mentioned, one trading more or less trading day than last year due to the leap year in February. Secondly, Easter that fell into our third quarter while it was in the second quarter last year.
As Sander mentioned, commercial importance of Easter is different country by country, but in most countries, we can say it's an important commercial and promotional event that clearly has an impact on sales. With the April numbers in our hand, we can already say that this year's Easter business compared to last year's Easter business was also slightly better. On top, rising political and economical uncertainties weighed and continue to weigh on consumer sentiment and the willingness to spend, at least in our largest markets, Germany and France, that account for nearly 60% of our sales. The promotional pressure remained high, especially in our largest markets. In this macro context, the sales picture was different in stores and e-com.
While e-com excluding Disapo, decreased by 2.6%, store sales were nearly stable, mainly thanks to the opening of new stores as well as the refurbishment of existing ones. Central and Eastern Europe, the segment that is in focus for our expansion program, continued its significant growth path. On profitability, we have some better news to share. As you may remember, our EBITDA was heavily influenced by adjustments in the past years. These adjustments mainly had a one-time character, but it was important to prove that they would fade out, and we have done that, leading our reported EBITDA to show a strong increase of 15.5% year on year. This improvement was achieved despite an environment of high promotional intensity, as we just commented, and lower supplier bonuses from lower sales and purchases.
Despite a higher number of employees in the newly opened stores and the general increase in tariffs, personnel costs decreased as we revised the variable compensation accruals to the new full-year targets, demonstrating effective management of this normally fixed cost item. Except for IT costs, where we strategically deemed high expenses necessary in the rollout process of our technology stack, we kept our costs well under control. The Easter shift led also to a later start of marketing campaigns that decreased the marketing cost ratio. Finally, logistic cost ratio was also below last year thanks to a higher average order value and cost efficiency initiatives. These dynamics led our adjusted EBITDA to decrease by 16.1% to EUR 122 million in the quarter. Again, however, exactly in line with the reported EBITDA. Overall results in line with our latest expectations.
As always, let us deep dive into the segment developments to provide some insights on the local performance. Let's start with our largest segment, DACNO, comprising Germany, Austria, Switzerland, the Netherlands, and Belgium. On slide seven, driven by the muted consumer sentiment and the high promotional pressure from some competitors, we saw a sales decrease in both channels within a declining market. In our stores, the footfall reduced significantly. A vigorous increase in average basket could not make up for that. The good news is that we did not see a trade-down activity by customers, with average price per item showing actually a solid growth. Furthermore, we continue to benefit from a successful entry in Belgium, with the stores opening in the last months contributing positively to our performance. Driven by the higher promotional pressure, the e-com part of the segment experienced a more pronounced sales decrease.
We received less orders, which was not offset by, again, a higher basket size. As a result, the e-com share of the segment went to 41.8%, about a percentage point below last year, but still far above the 33.3% group average and the highest among our omnichannel segments. The reduction in adjusted EBITDA looks large at first sight, but please note that the prior year figure was EUR 6.2 million higher due to a surplus income, which in this quarter was reallocated to the overhead channel for greater compatibility between the segments. Again, no change in overall group result, just a reallocation between the segments. This explains almost half of the absolute reduction and most of the EBITDA margin reduction. Other than that, our IT and personnel costs rose, partially offset by improved logistic costs and marketing costs.
In total, this led to a decline in adjusted EBITDA and thereby adjusted EBITDA margin for the segment. Moving on to our second largest market, France, we look at slide eight. As said at the beginning, the market slowdown was also perceivable in France and affecting all channels. The footfall in our French stores decreased significantly, which combined with a stable conversion rate led to a significantly lower number of customers. Average basket size was significantly higher, again, and driven by a higher unit per ticket. Still, this did not compensate in full for the lower footfall. In e-com, the strong increase in average order could not compensate for the fewer orders we received. As a consequence, the e-com share in the segment slightly declined to 20.4%.
As a whole in France, while the market decreased in the quarter, Nocibé was actually able to gain slightly market share, confirming the solidity of our performance in this quarter. On the OPEX side, following the e-com platform rollout, again, our IT costs slightly increased. However, as we initiated profitability stabilization measures, we improved our personnel cost ratio and marketing cost ratio. Furthermore, the comparison prior year is slightly distorted by a one-off item in the supplier bonuses last year, which did not record this year. All in all, this resulted in a strong decrease in adjusted EBITDA and adjusted EBITDA margin. Moving on to Southern Europe on slide nine, we report a 0.4% sales growth in the region driven by our stores business that grew 1.6%, compensating for a decline in e-com.
In our store business, the sales growth was driven by a higher conversion rate, more than compensating a lower footfall and a significantly reduced basket size and price per item. By the way, this segment was the only one where the basket size decreased largely due to a mixed effect of brands sold. The upward trend, which we saw in the last quarters in our e-com channel in Southern Europe, did not continue fully in Q2. A vigorously lower number of visits could not be offset by, again, larger baskets. Therefore, the e-com share in the segment decreased to 13.2%. When looking at adjusted EBITDA, we were able to fully pass through price increases. Although we received higher marketing income and slightly reduced the logistic cost ratio, we recorded higher personnel costs.
However, as a result of this effect, adjusted EBITDA declined by only EUR 1 million, while the adjusted EBITDA margin only decreased slightly. Coming now to slide 10 on our fastest growing segment in this quarter, but not only in this quarter, I would say, Central and Eastern Europe. While the segment was not unaffected by the higher promotional environment, yet it continued its significant sales growth momentum and achieved the highest growth rate in the group. For the third consecutive quarter, CEE actually exceeded Southern Europe in terms of sales. Maybe soon we will have also to switch the order of presenting the segments, by the way, by size. In the store business, we recognize a significant increase in footfall, partially driven by the opening of 16 new stores since the beginning of the fiscal year.
While our customers bought fewer items per basket on average, this was more than compensated by the significantly increased average price per item. In total, this resulted in solidly higher basket sizes and drove sales. In our e-com business, we saw significantly more orders with a slight increase in basket size. This combination drove the strong sales increase in e-com. As this performance was even stronger than the sales growth in the stores, the e-com sales share rose to 24%. Due to the mentioned highly promotional environment, we could not pass on the full supplier price increases to the customers. However, the marketing contribution from suppliers increased strongly. Even though we have also spent significantly more on marketing, the net marketing cost ratio actually improved. Despite the higher number of stores operated, we kept the personnel cost ratio stable thanks to the growth in sales.
We were able to leverage our logistic cost ratio based on the significantly higher sales again. Please bear in mind that, as we comment often, the opening of new stores has a temporarily dampening effect on margins as it takes time until a store is fully operational and at a run rate level at the level of established stores indeed. In total, the sum of the mentioned effects led to the decrease in adjusted EBITDA margin, while the absolute adjusted EBITDA remained actually stable year on year. On the next slide, page 11, we look at the fifth segment, our segment, Parfumdreams and Niche Beauty. We have already commented on the competitive environment we witnessed in this quarter, especially in Germany. Here in the PD stores, the segment was affected, of course, the segment was affected by it.
We received fewer orders, but with larger basket sizes, which led to a nearly stable sales level. Still, in the stores, we felt the late Easter timing and our customers postponing purchases. Price and pressure weighed on the profitability, as price increases could not be passed through to the full extent. In addition, we spent more on marketing, which increased the net marketing cost ratio. Furthermore, after the integration of the former Parfumdreams warehouse into the German OWAC warehouse, which, by the way, created an efficiency in our net working capital, Parfumdreams does not serve as a backfield partner to Douglas countries anymore, to Douglas Germany anymore, sorry, which impacts the segment's volumes. On the other side, however, the reduction in headcount from the warehouse closure resulted in lower personnel costs, both in absolute and relative terms.
However, the sum of these effects led to the decrease in adjusted EBITDA and adjusted EBITDA margin. Okay, after this deep dive on the segments, I would like now to come back to the group level on slide 12. Overall, our stores saw a vigorously lower footfall, which we could not offset by a better conversion rate. It was not helped by the net closing of two stores in the quarter. While year to date, the net is, of course, positive, in a single quarter, it showed a net two stores closing. In the first half of the year, again, we opened 17. In terms of sales KPI, while the number of items per basket was virtually unchanged, the sales per item were on average slightly higher, which led to slightly bigger basket sizes.
On e-com, after 11 consecutive quarters of growth, we experienced the first sales decrease, therefore in nearly three years. Again, the decline was due to slowed down consumer demand, a competitive environment, and a highly promotional pressure in the market that we did not want to follow to such an extent. Sales contribution from e-com therefore decreased to 33.3% or exactly a third of our business. In this muted sentiment, however, it is remarkable to note that Douglas showed continuous growth for 15 consecutive quarters. This was the first quarter, again, in over three years where we show a slight decline in e-com. Now we can move to slide 13, which is our group P&L for the quarter. As described in the segmental performance, the highly promotional environment led to lower sales and thereby also a lower supplier income.
That's why the absolute gross profit and also the gross profit margin decreased. We significantly improved our net operating expenses. This reduction is a consequence of the measures we initiated to counter the challenging times as well as the phase-out of one-off expenses that impacted last year's P&L, as we commented already. Despite a higher number of employees, the personnel costs were stable. We attribute this to some extent to the revision of the variable compensation accruals to the new full-year targets, again demonstrating a possibility to handle this otherwise fixed cost base. We also achieved savings in marketing and logistic costs. Only the IT costs were higher as our tech stack rollout investments will pay off in efficiency gains in the future. As a result, our adjusted EBITDA decreased 16.1%, but our reported EBITDA grew by a remarkable 14.5%.
Again, as adjustments, which played a major role in the past, were no longer a relevant position. The financial results improved significantly thanks to the financing structure that's in place since April 2024. That was further improved by the repayment of the bridge facility in March. We now profit in full from better condition and the reduced debt level. Tax rate in the single quarter is not a completely meaningful indicator for the full-year taxation. Overall, however, we can state that the net result on a quarterly basis was significantly increased by over EUR 22 million year on year. Now, if we move to slide 14, we look at the working capital and CapEx. Our average working capital, net working capital, was EUR 240 million.
That resulted from higher inventories, average inventories due to the opening of stores as well as the launch and rollout of several new brands. However, days of inventory standing on average decreased actually by two days compared to last year. Since this quarter, we rolled out a new supply chain financing program to support and optimize our working capital swings within the year. The average payables, which were higher in Q2, are partially the result of this initial program setup. The average rate receivables increased vigorously, but on the other hand, we had lower bonus and marketing contribution receivables thanks to faster collection from the suppliers. As a result of all these effects, the average net working capital as a percentage of LTM sales amounted to 5.3%, a slight improvement on last year.
Again, as mentioned before, significant focus to streamline our capital efficiency and continue on a cash generation path. In line with our growth strategy, our CapEx was significantly higher with a strong focus on store establishment and openings, mainly in Central and Eastern Europe. Furthermore, we continue to invest in the establishment of a group-wide uniform e-com platform and further invested into our IT stack as well as our international e-com as part of our Let It Bloom strategy. On the next slide, which is page 15, I would like to review with you our year-to-date free cash flow. I think we already spoke about CapEx, working capital, and taxes, and of course, adjusted EBITDA. Again, it is important to highlight how adjustments are now playing a marginal role in the cash flow compared to last year.
The remaining position exhibiting a difference versus prior year is the others bucket, largely affected by a change in provisions. In the end, at EUR 308 million or 65% of adjusted EBITDA, our free cash flow was on a solid level in the first half of our financial year. On page 16, connected with our cash flow generation, we can now switch to focus on liquidity and net debt structure. There is an important caveat. Please bear in mind that the comparison versus last year of available liquidity is, of course, affected by the fact that in March 2024, the financing structure post-IPO was not yet in place. Therefore, the cash balance was extraordinarily high with the proceeds of the IPO. At the end of March 2025, besides the new financing structure from last April, so from April 2024, also the refinancing of the bridge facility was executed.
The bridge refinancing was made by issuing a promissory note loan of EUR 200 million and using ancillaries as well as available cash on the balance sheet. Despite the bridge facility having extension options that we could have utilized, the successful completion of this refinancing and repayment of debt was a clear signal of continuation on the path of debt reduction and improving financial profile while still maintaining a solid liquidity headroom to run our business. For these reasons, actually, it is therefore more meaningful maybe to look at the evolution of the net financial debt year on year because the liquidity and the growth is somewhat distorted. In the middle of this slide, we see that the net financial debt actually reduced by EUR 96 million from approximately EUR 1.1 billion to EUR 1.0 billion, again confirming our net financial debt reduction path.
You can find in the appendix the details of the cap table. The lease liabilities, on the other hand, were impacted by lease investments relating to store openings, renewals, and supply chain operations. This explains the marginal increase in leverage from 2.7 to 2.8 approximately. Let's turn now to my last page for our financial performance outlook. Today, we reconfirm our guidance given in March 2025. We expect our sales to amount to around EUR 4.5 billion in financial year 2024-2025 and an EBITDA margin of around 17%. Our average net working capital as a percentage of sales is expected to decrease to below 5%. Our net income is expected at around EUR 175 million.
Given the global macroeconomical and political developments as well as the sentiment in the beauty markets, we will set up a new midterm forecast as part of our business planning for the upcoming years and will thus comment on that at the occasion of the full-year reporting in December. Ladies and gentlemen, with that, I conclude my part of today's presentation. Thank you for your attention so far. I would like to hand the call back to you, Sander.
Yes, Marco, thank you very much. As already indicated, I now want to give you a brief update about a number of our strategic initiatives where we've made good progress.
First of all, I just wanted to acknowledge that this is also a year of, I would say, celebration, not always from, let's say, a performance perspective in relation to our original guidance, but still, we have some memorable events, as you can see on this slide. It is 150 years ago that the first Douglas store was opened in Hamburg, Germany. It is 30 years ago that we launched the Douglas Beauty Card. And just recently, we took another important step with a launch of a new version of that in the Netherlands. I will come back on that in a minute. Only 25 years ago, we were one of the early adopters of e-com. Today, in e-com, we are the number one online beauty retailer as well. Not only offline, but also online in continental Europe.
I just wanted to make you aware of that. As you know, in our strategy, we have defined under the wings of Let It Bloom four key strategic pillars. In total, we have 20 strategic initiatives in place. Today, I want to give you an update on eight of those. I do this relatively quickly and high level. First of all, as part of our next generation CRM program, we have started with the rollout of our new loyalty program. We have started with the launch of our new Beauty Card in the Netherlands and Belgium. That was the first market. More to come. Basically, the plan is that in the next three years, we are going to rollout the Beauty Card in all our markets. In some of our markets, we first need to rollout our tech stack before we can rollout the new program.
We are bringing that in sync. This new program will allow us to create more personalization and also give more incentives, basically in line with the spend level of our customers, both online and offline. The objective is, first of all, to grow the, let's say, the Beauty Card sales as a percentage of our total sales. Because once somebody buys something with our Beauty Card, that person is no longer anonymous to us. We know who the person is. We know where he or she lives. And in most cases, we have an email address. That will allow us to, let's say, approach the customer in a personalized and, let's say, manner. Once we can do that, the second objective is to grow the sales per customer on an annual basis.
Let me just remind you that we currently have the biggest beauty loyalty program in Europe. We currently have 62.1 million members being registered in March 2025. With that, we are significantly bigger than the number two or three beauty retailer in Europe. The second initiative, being the market leader in premium beauty, also creates obligations and a responsibility from an ESG perspective. We have an ESG program and strategy in place with different initiatives in the product, planet, people, and governance domain. To give you an indication of what happens on the store side, we are currently installing smart meters in all our stores. More than 1,000 stores are already completed. It basically will allow us to track the energy consumption, let's say, in the individual stores. The objective is ultimately to not only track it, but also to reduce it.
Because we can compare stores. We can see that a store is consuming too much energy when the store is already closed. So something is not happening rightly in the store. That is just a simple instrument which will allow us to measure and reduce. Secondly, we have installed LED lighting in all our stores. That means that from a CapEx perspective, LED lighting is actually more expensive than traditional lighting. Once you have installed it, it will also reduce energy and it lasts longer. In addition to that, once we open a new store or once we refurbish a store, we also are installing or, in refurbishment cases, replacing our airco by an eco-friendly airco.
Last but not least on this page, with more and more landlords, especially, I would say, the larger organized landlords, so landlords with whom we have multiple locations in multiple countries, we are signing so-called green leases, which are contracts that include dedicated ESG clauses and a collaboration agreement between the landlord and us to reduce CO2 emissions in our store. In most cases, we are talking about shopping centers in the shopping center of that respective landlord. We currently have 170 of those agreements. Each time that we renew an agreement or that we sign a new agreement, we also try to make sure that we include the green lease paragraph in there. The third initiative is retail media. Retail media is, first of all, we are leveraging our first-party data to provide a media platform to the brands.
Because once they can advertise their brand on our platform, closer to the point of purchase you can't be. Many brands have already, let's say, discovered that. We see a continuation of strong growth, let's say, in the markets where we're currently active with retail media. If the DACH market performed exceptionally well, DACH was already an early adopter. Clearly, it's our number one segment. In addition to that, also from an absolute growth perspective, DACH is doing really well. That does not mean that we're not growing in the other segments. In all the other segments where we already offer retail media, we are growing. There is still a way to go to match DACH. That is actually great because DACH is setting basically the standards.
If already all our other segments would achieve that level, that would already be a great step in itself. Retail media is not only enhancing our top line, but also the EBITDA percentage is significantly higher than the group average, which we realize with our omnichannel product business. In that sense, it is adding to the bottom line. We continue to innovate. This year, we have launched our self-service platform, which also allows now smaller advertisers to participate. We are currently doing two pilots. One is a pilot where we collaborate together from a data perspective with The Trade Desk. The second pilot is, for now, retail media is predominantly an e-com proposition. We also have started with a test in our stores in Germany, where in a number of stores in Germany, we have installed screens or we are using the screens which were already there.
Now we can offer an omnichannel kind of retail media proposition to the brands. The first initial results are promising. We are further evaluating that and considering a step up of that initiative in the years ahead of us. Moving to the second pillar, let's say, this is all about offering the most relevant and distinct range of brands. We have launched our first exclusive continental Europe premium haircare brand Type Beer, which is owned by Rita Ora. We have launched that now in 20 countries in an omnichannel way. We have opened 900-plus stores. This is really an important building block in further accelerating premium beauty haircare. Premium beauty haircare, a few years ago, was non-existent in our store network, online and offline. It now becomes a visible and more significant category. We expect a significant growth of this category going forward.
Basically, it is enlarging the market we want to fish in, you could say. Type Beer, since it is exclusive. For instance, Kérastase is an important brand, which we are also rolling out. Kérastase is not exclusive to Douglas. That means there is more price comparison and price competition. With an exclusive brand, we can refrain from price competition. We can be unique and different. The same for the next initiative. Together with Chloe Kardashian, we have launched Xo, which is a big exclusive launch in the fragrance category, which is, as you know, our largest category. We rolled this out simultaneously in 20 omnichannel countries again, including 1,700 stores. That is, you could say, a 90%+ coverage. Also with a pan-European activation plan, which includes communication in 1,000 shop windows, homepage activations, social media, in-store activations.
Chloe also visits our Douglas stores, flagship stores in both Düsseldorf and Milan. This is also creating, I would say, a lot of buzz around Douglas, but also the brand and the product in this case. The brand entered in a number of our markets, the top 10 best-sold fragrances in a relatively short period of time. Exclusive launches remain a very important pillar of our shopping strategy and a strong element to differentiate ourselves. In addition to these exclusive brands, we have another driver, which is our own Douglas Collection corporate brands proposition. Under the wings of the Douglas Collection, we launched a new line, the Botanist. As you can see to the visual on the right, it has a reference to, let's say, an apotheque, so a pharmacy. It is a pharmacy, you could say, concept.
We launched 16 SKUs under the Douglas/Nosy Bay brand, where we talk about France with different products: shower gel, body lotion, hand wash, and balm. Also with different, basically, flavors or fragrances. It has been launched in all our countries and all countries. It has started really well. We hope to see, let's say, further growth going forward. Moving on to our expansion program from a store network development, we continue to open new stores and refurbished stores. Marco has already referred a bit to that. As part of our Let It Bloom strategy, we want to open around 200 net new openings by the end of calendar year 2026. We want to refurbish around 400 stores by the end of 2026 as well. In this quarter, we have opened nine stores in the different markets. We have closed 11.
That is a relatively big number. Basically, we wanted to benefit first of Q4, so our Q1. Because in November, December, it is not so difficult to make money also on a store which is underperforming. That is why most of our closures are basically done in this quarter, in the first quarter of the calendar year. In April, we did more than 15 openings and refurbishments. In Q2, we did 28 openings and refurbishments. We also opened a few, I would say, iconic stores. We opened in the UBC Quartier. That is a very big shopping center owned by Westfield, a very, I would say, important new store in our home market, Hamburg. We also refurbished our stores in Gelsenkirchen and Berlin.
Just three weeks ago, which is part of the new quarter, but you can just, it's public knowledge, we opened our key flagship store in Antwerp, on the Meer. That is already the number one store of the Douglas portfolio. I would certainly invite you to go there. We also, when we came out with new guidance, told you that we would make some adjustments in our capital allocation process. Still, our new store opening program for this year is fully intact. We did not make any changes. From a refurbishment perspective, we slowed down some of the refurbishments, let's say, to quite likely the new financial year. Still, the number of refurbishments which are in the pipeline this year is above what we did last year and the prior year.
When we talk about a slowdown, we still make a significant capital investment. We also believe that our numbers can carry that weight. That is also a commitment to the future potential and the growth of the company in the years ahead of us. Moving on to, let's say, the operating model pillar. As we've shared with you, we are in the process of developing a network of seven omnichannel warehouses, an OWAC, one warehouse all channels. These warehouses carry the stock for our stores. We are about to open the NOAC. That is the first OWAC for Central Europe. The NOAC is going to supply, let's say, Poland as of July, August, September. The plan is that in 2026, we're going to use that OWAC for the Baltics. We're going to use that OWAC for Czech, Slovak, and Hungary.
That would mean that in the next, you could say, yeah, one year and a half, we will close down an omnichannel warehouse in Lithuania. We will close down an omnichannel warehouse in Latvia. We will close our omnichannel, our e-com warehouse. Sorry, I made a mistake. I should say e-com warehouse Latvia, e-com warehouse Lithuania. We closed the e-com warehouse in Poland. We closed the e-com warehouse in Hungary. And we closed the e-com warehouse in the Czech Republic. We will close five warehouses, relatively small operations, and replace it by one big warehouse. That also means that a country like Estonia or Lithuania or Latvia, who currently have around 20,000 articles in the assortment online, that they will have 50,000 plus articles in the assortment online. It will reduce stock location points. It will significantly enhance, let's say, our offering towards our customers.
This is a very big transformational exercise because it also requires renegotiation with suppliers. It requires adjustments of processes and systems in all these countries. This is not only about a warehouse. It is about implementing the Douglas operating model in those seven countries. In combination with the OWAC in Poland, maybe I already spoke about this slide, under the same roof of this warehouse, we have one additional activity. We used to have a warehouse in Breslau, Poland, where we are basically receiving and carrying the stock of our corporate brands portfolio. Our corporate brand supplier for Douglas Collection, Jardin, Bohème, One Two Three, and Suzanne of Schmiedeberg, were delivering their goods to Breslau. From Breslau, we would distribute them across Europe. This Breslau warehouse is in the process of being closed. Actually, it will be closed in the next few weeks.
Because we've shifted that activity to the same OWAC location under the same roof, operated by the same service provider, Arvato. It is a separate activity. From that warehouse, we will supply basically our seven OWACs in the future. This relocation will also create cost savings because we have a more efficient process and a more efficient supply chain model going forward. The old corporate brand warehouse will be closed in the next few weeks. In a few weeks from now, we will start to supply all the countries, the Douglas countries, with our own corporate brand portfolio from this same Polish location. By the way, when Marco was referring to lease obligations, what we also now need to do, we need to reflect the lease obligations in those OWACs, let's say, into the overall, let's say, balance sheet.
As I also said, in the near future, we will close down five facilities. That will provide a saving either on the capitalization side or on the OPEX side. To wrap up, in summary, the Douglas Group is on track to reach its guidance for 2024-2025 with a sales number of around EUR 4.5 billion, an EBITDA margin rate of around 70%, a net income of around EUR 175 million, and a net working capital average LTM of below 5%. Q2 was strongly influenced by, first of all, two calendar elements, Easter and the February day. Secondly, the combination of customer sentiment and tough, let's say, competitive climate led to a small decline in our top line. As a result of that, we have initiated a number of measures, first and foremost, to stabilize our sales and to safeguard profitability, which includes SG&A cost reductions.
Those were already visible in the quarter behind. We keep working on that, tightening of working capital and phasing of returns. We have increased our reported EBITDA, basically with no material adjustments in this specific quarter, and significantly improved our quarterly net income. The Douglas Group will set a new midterm forecast as part of the business planning for the coming years. In our normal process, we're updating our midterm strategy and midterm financial plan every year. That process has already started. That should lead into an update of the plan and into our own internal budget for next year, which will normally be presented to our supervisory board in the course of August, September, and be approved. On the back of that, we will come back to you with a midterm forecast.
We believe it is more prudent to do our homework properly instead of rushing it. We do not think that will be beneficial for the shareholders. Our strategy remains to be on track, although within the strategy, there are a number of building blocks where we might need to adjust given kind of the sentiment, let's say, in the world. Obviously, we are doing that. Douglas has full confidence that our omnichannel business model is a winning model, is a model where we can differentiate ourselves from other beauty retailers. We also believe that our Let It Bloom strategy is the right answer for the short, the near, and the long term. With that, we wanted to give you the opportunity to ask questions. I can see that the first questions are already there. I think we go back to the operator first. Operator.
We will now begin the question and answer session. Anyone who wishes to ask a question may press star and one on the touch-tone telephone. You will hear a tone to confirm that you have entered the queue. If you wish to remove yourself from the question queue, you may press star and two. Participants are requested to use only handsets while asking a question. Anyone who has a question may press star and one at this time. First question comes from the line of Van Leenders from Citi. Please go ahead.
Morning, everyone. Thank you for taking my questions. I've got three, if that's okay. First of all, you could remind us how you think about refurbishments and how you balance the lost sales whilst they're closed, but then maybe the stores have better sales densities once they reopen.
I do not know if you can pull out some examples or what kind of contribution you see from refurbishments on the top line and how we should model that going forward. Secondly, on Central and Eastern Europe, you said that it was also a promotional environment. Can I just confirm my understanding that it is less promotional than, let's say, your other markets because you are still one of the few premium beauty retailers there with more pricing power, or is that dynamic changing? On retail media and your loyalty card, I mean, I was under the impression that you already take the action that you called out in the loyalty program with, I think, 55 million members before, and now you have a few more. Can I just check that the loyalty program, nothing changes in terms of your existing kids.
And also, is your loyalty program going to also benefit your retail media initiative going forward? Thank you.
Okay. Van Leenders, thank you very much. Sander here. Given the nature of the questions, I will try to answer all of them. First of all, when you talk about a refurbishment, typically when we refurbish a store, we have two ways processes of doing that. In a number of countries, we are closing the store. Then between three to six weeks later, we reopen the store fully refurbished. We first have no sales for three to six weeks, and then we have an uplift. The second process we have, especially when the stores are bigger, we sometimes are closing half of the store. We operate the other half, let's say, with less assortment.
Once we have refurbished the half, we switch to the other way around. That means that we typically do not do this in three to six weeks. It takes a bit longer. We certainly at least are not closed, and we are not losing customers and motivating customers to go elsewhere. These are kind of the two processes how we do that. In terms of returns, I think if I make it, if I simplify it, the closure effect or the reopening effect is on average more or less compensating the closure effect in year one. If you close for six weeks and then you reopen, then depending on where we would reopen the store, if we reopen the store on the 15th of December, which is not likely, then we will not compensate for the closure effect before.
If we would do this, let's say, halfway the year, then we will more or less catch up, let's say, the miss sales in that specific, let's say, year. In terms of, let's say, return on investment, the spread is not so narrow. Typically, the payback for a refurbishment store should sit somewhere between two to three years. That is on average, let's say, what we are aiming for. That's one. Secondly, when you talk about the CEE, the CEE is a growth market. Why is the CEE a growth market? Because the number of people who have entered the premium beauty category is still significantly smaller versus what we see in Western Europe. There is more penetration. Secondly, the GDP development in the CEE is on average also higher than in Western Europe.
By the way, inflation is on average also higher in Eastern Europe, not only in the past two years, but structurally. In that sense, it was a growth market, and it is a growth market. The markets in the CE, although they grow at a lower pace, are still growing. When I talk about France being down 5% and Germany being down a number of percentage points in the first few months of this year, in the CE, the markets are up. We do not have the same market data for all the markets because not in all the markets there is Nielsen or Circana. We work with an agency which is called Vector. Vector is consolidating the sales of only Sephora, Notino, and Douglas. We know in some of our markets how this part of the market is doing.
You are right that there is not a lot of competition in the CEE in terms of there are not a lot of big retailers. I just mentioned two alternatives, Sephora and Notino. These are actually the only two who have a proposition which works across countries. Notino competes with us in almost all the CEE markets, and Sephora competes with us in, I think, four of the CEE markets, if I say correctly. There is also Marionnaud, but they are not so big. They only operate in four CEE markets. To be honest, they are really, really struggling. The level of competition, the number of competitors is not so big. However, both of those competitors, Sephora and Notino, are, I would say, well-positioned companies with clear propositions. I would not say that the CEE is less promotional.
It's, by the way, difficult to quantify that, but we consider the CE to be quite promotional. I don't think that the trend is fundamentally different in this quarter versus the quarter prior. We continue to see significant growth and growth opportunities in the CE. We are opening a significant number of new stores, not only in the quarter behind us, but also in the remainder of the year. We are doing that basically in all the CEE countries. By the way, in the CEE, Adriatica, so Croatia, Slovenia, is part of Southern Europe. In terms of market dynamics, it has more of the characteristics of the CE. That is just the management allocation, which we have done. Talking about loyalty card and retail media.
When I talked about the loyalty card, maybe I have given you the impression that we currently cannot track and trace customers in the current loyalty scheme. That is not the case. We can already do that. With the new program, we just have, let's say, more instruments to do so. In that sense, it creates more options. Plus, our loyalty card program is more advanced in those markets where our global tech stack landscape is already implemented and up and running. In Italy, in Germany, in the Netherlands, in Poland, we have more, let's say, technological capabilities to use CRM versus in Bulgaria or in Lithuania, where we have not yet implemented our group technology platform. There, I could say that our beauty card program, there is a program, but it is significantly less advanced versus Western Europe.
You can consider that upside because once we are implementing our tech stack and the new loyalty Beauty Card program, we can just, let's say, benefit from that. Yes, there are opportunities, let's say, to connect the retail media, let's say, initiative with, let's say, the loyalty program. We have explored that. I do not think that I could say that we have—I cannot give you a very clear perspective about what that specific plan is. We have actually so many opportunities to scale up retail media. Our first focus is to grow where we already are. Our second focus is to expand geographically because the retail media program is not yet active in all markets. The third initiative is to make it more of an omnichannel program by creating digitalization options on the store side.
The fourth initiative is to offer new services like self-booking. The combination of that is already creating quite a lot of work. We also need to make choices. To further connect retail media and the loyalty program, I see as additional opportunity which needs to be further explored. Van Leenders, I gave quite an extensive response on your three questions. Is that clarifying?
That's perfect. Thank you very much.
Okay. We go to Mia.
Yes, we have now a question from Mia Strauss from BNP Paribas. Please go ahead.
Good morning, Sander, and Marco. Thanks for taking my questions. I was just thinking what sort of growth rates were you modeled for Q3? Are the pressures that you saw in Q2 still present in the market or as aggressively present?
Is it safe to assume that there is some improvement in Q3 because April obviously benefits from Easter? Maybe if you can comment if we have seen any pickup on Mother's Day this past weekend. Secondly, just on the e-commerce weakness in France. I understand that is being rolled out now. How much longer do you think that we will still see weakness in this market, or should we start to see an improvement here? Maybe just lastly, obviously, we always want to get a bit more color on how the categories are formed. Whatever you can give us over there, please.
Okay. I will take the second and the third question, and Marco will take the first question.
Okay. Mia, thanks for dialing in. On growth rate, implicitly today, we are confirming our fiscal year guidance.
The extrapolations that you were able to make on the basis of last month's numbers and this quarter's are, in our case, in our opinion, still valid. It is true we saw a positive sales performance in April. Again, given the volatility and the market circumstances, our position today is yet to confirm the full year guidance of around EUR 4.5 million of sales. Therefore, I think it's easy, let's say, to extrapolate the year-to-go performance, basically. On the performance of the campaigns, it is true that Easter, in particular, has proven positive. Mother's Day, of course, is sitting in some countries in the very beginning of May, in other countries even one week later. It depends a bit on the country. It is a bit early, to be honest, for us to comment about it. That at least also is compatible to last year.
In a way, we do not expect a distortion of the calendar effect as we did for Easter. That is why we felt like commenting more about Easter because it was really a difference year on year. I hope this answers your question, Mia.
No, that is helpful. Thank you.
Sander, back to you for the other ones.
Yeah. Your question, Mia, was how much longer will the e-commerce weakness continue in France? I would actually like to say we do not only have an e-commerce weakness. We have a weak omnichannel premium beauty market because the store market is, I would say, the store channel is similarly weak as the e-com channel is. Within that tough market, we have gained, let us say, a little bit of share in this quarter.
I also think given the phasing of Easter last year, and let's say some of the orders might have still been delivered in March. There is some incremental, I would say, calendar effect why e-com is maybe performing a bit below the store side in a number of markets. I am not concerned about the e-com channel in isolation in France. I am concerned about, let's say, the omnichannel market in France. What we do see in France, that from a competition perspective, in Germany, we have one very tough local competitor called Flaconi. There is not an equivalent of that size and shape and of aggressiveness on the French side. There are other players which are less developed. The e-com market in general is less developed in France.
It is, let's say, across categories, less developed in France versus Germany or the U.K. or the Netherlands. Also in premium beauty, it is, I think, around 20%. Our e-com share sits a little bit above that. In that sense, we have a bigger position relatively versus the competition. To come back on your last question about category development, it's not easy to give a group answer on that. First of all, what I can say is that the haircare category continues to grow in all our, you could say, segments and countries. Even though our total sales were slightly negative, the haircare category has shown a continuation of growth. For the other three bigger categories, fragrance, skincare, and color, the performance differs, let's say, between the markets.
I cannot give you a trend, and I do not want to comment on individual categories for individual segments. There is not a clear trend visible like fragrance is down or skincare is up; that differs by country. Haircare is, I would say, an exception for that.
Thanks. Maybe just a clarification on the e-com in France. I understand the external factors, but is the weakness you are seeing now all external, nothing internal from rolling out the platform in France?
No. The platform is functioning well. We also had a very significant supply chain initiative because in the course of January and February, we closed one warehouse, our own warehouse, and we integrated that in the warehouse of our service providers. That created some supply chain turbulence. It had not helped, did not support the availability in that specific period.
The platform, the e-com platform, is functioning well today. The supply chain can always go better, but I would not say there is something fundamentally wrong at this point in time. The market is tough in France.
Perfect. That is clear. Thank you.
As a reminder, if you wish to register for a question, please press star and one on your telephone. The next question comes from Yashraj Rajani from UBS. Please go ahead.
Hi. Good morning. Thank you for taking my questions. I have got a couple, please. The first one is if we look at some of the big beauty and fragrance brands, I mean, their EMEA results still seem to be in positive territory. Do you think it is a difference between sell-in and sell-out that is actually describing the difference between your performance and theirs?
Do you think it's the premium beauty segment overall which is underperforming the overall market? That's the first question. The second question is price versus volume. It'll be helpful to understand what the dynamic is given your basket sizes and what are you exactly baking in for price versus volume in your expectations for the second half. The third one is on Germany. You mentioned that you've lost some share in Q2. It'll be helpful to understand whom you've lost share to. I think you mentioned Flaconi and also what gives you confidence that you can actually gain that share back very quickly. Those are my three. Thank you.
Yeah. Let me take question one and three, and Marco can then comment on the second one.
First of all, when the listed brands are releasing their numbers, so Coty, LVMH, L'Oréal Luxe, Beiersdorf, Puig, I'm reading the same press releases as you do, and I'm less interested in China and more interested in EMEA and especially in the continental Europe part. I do see that all of them are not only reporting weak sales developments globally, but also weakening trends in the markets where we operate. I mean, I don't want to go too much into detail, and you see pretty big differences between L'Oréal Luxe on the one side and Estée Lauder on the other side. What speaks most is what we sell and what we register on the checkout of our online and offline stores. We know the markets. Maybe some of the brands are reporting that they have more sales in France, as an example.
We know that the French market is just down. There is certainly a difference between sell-in, let's say, and sell-out. I'm actually, and I would say that we had to go out with our guidance change relatively early because we feel it first. I'm quite certain, and it's also visible that the brands feel it. I also hear that from them. I know what the sales development is of L'Oréal Luxe in our markets or Dior in our markets or Chanel in our markets, not only with us, but also beyond us. I don't think it's respectful to comment on their numbers in our markets. I see actually a confirmation in those releases.
On the third question on Germany, I did say that in our second quarter, January, February, March, we had a slight loss of market share in Germany. By the way, in Austria, we are doing really well. When we changed our guidance, we also said that we felt quite some pressure, especially in the e-com channel. Why are we, let's say, quite confident that we will get behind that? First of all, because I do believe that we have the right initiatives in place, and we have made a number of countermeasures. That is one. Secondly, I also said that in April, especially the German market had shown a significant improvement, let's say, not only versus March, but also versus January, February, March. To add to that, especially in the German e-com business, we did significantly better versus the month before.
You were referring to a competitor of ours who, by the way, their model company released their numbers today as well. They also commented on the sales numbers of Flaconi for their first quarter, January, February, March. I am quite confident that their April number would have been a different, will be a different number because I know what the market did, and I know what we did. I know that we gained a significant share back into April. I also know that we made a margin investment to do that. Because I have said it before, it is not difficult for us to grow our sales in Germany online with 25%. We could also do that next month if we want.
We need to make a very significant gross margin investment, which is not only impacting the e-com channel, but it would also impact our store channel. We really try to balance our pricing and promo initiatives to balance the short, the mid, and the long-term positioning and performance of the company. Clearly, we do not want that anybody eats our cake. There is a short and a long-term cake. We try to find the proper balance. I think that in April, we made a good step into the right direction. You already tried to seduce Marco. Okay. What does it mean then for the rest of the year?
We think it's too early to say, "April will be, you can just extrapolate April for the rest of the year." That would be too early because it was only April, and we still have five more months in the current financial year. With that, maybe Marco, you could say something about price and volume. Yeah. We can actually build on that.
It ties quite nicely. Yashraj, on the last two quarters, basically reading the comments we made, you could tell that overall we're growing slightly more on prices, let's say, average prices as opposed to volume. Of course, year to date, our sales are also quite positive, and that's mainly driven by prices.
By the way, it's not necessarily, let's say, bad from a P&L perspective because we commented also that we have a benefit in, for example, logistic cost weight because obviously for the same sales, the higher the basket value and the higher the prices, the, well, fewer shipment you have to make, and therefore more efficient on this side, the P&L is. Also, historically, as we do, and we've focused on the premium, let's say, side of the market, the price growth has been a driver of the value inside the market. You may have fluctuations between, of course, the months and the cluster or the segments. That may be often driven by mixed effects of certain brands potentially becoming more popular than others in a certain area or quarter. We commented earlier about the Southern Europe slight difference versus the others.
But overall, I think we expect a similar evolution, let's say, going forward for the rest of the year.
That was really comprehensive. Thanks both for the answers.
You're welcome. I think that we have no further questions.
That's right. That was the last question. You can please go and let's listen and hear you answering closing remarks, Mr. Van der Laan.
Yes. Thank you very much. I can keep it brief. Thank you very much for joining our results call. We are working hard and diligently across 22 countries with 17,000 people. I am confident that we are working on the right stuff. It's not so easy out there. People are very uncertain. I think today something is happening in Turkey with Russia and the Ukraine. Hopefully, that's going to lead to something. I'm not too optimistic about that, but we'll see.
In the meantime, we are managing the part of the world which we can manage, which is the Douglas Group. We are looking forward to interacting with you in the near future. Make life more beautiful. That is our purpose, and that's what we try to do every day with all our people for our customers and other stakeholders. Have a great day and see or talk to you soon.
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