The German cosmetics company Straub Marbert Beauty Group and the Salzburg-based firm HIDREI have agreed on a strategic partnership for the antiperspirant brand “Don’t Call It Deo” as a specialised solution for excessive sweating. The collaboration has already begun and covers product development, procurement, production, sales and marketing, the companies announced. The new partners aim to establish the specialist brand more firmly in German-speaking countries, tap into further sales channels and expand beyond the DACH region. Straub Marbert brings extensive experience in brand building, retail, product development and procurement, whilst HIDREI contributes its growing specialist brand, digital expertise and proximity to the target audience. “Don’t Call It Deo” is available in Rossmann stores in Germany, dm stores in Austria and from various online retailers.
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