The opening of the first Kiehl's store in Madrid at the end of April 2006 proved an immediate success. In the first step of its launch in Spain, the brand is meeting the aspirations of consumers looking for naturally inspired products, and brands, which have character and embody genuine values. Thanks to the brand's individual, personalised and highly original approach, the press and opinion leaders gave unconditional support to this opening.
Thanks to an attentive service and a generous sampling policy, word of mouth recommendations did the rest, ensuring a very high visitor rate for the Madrid store. In 2006, the opening of the Madrid store was followed by others in Hamburg, Milan, Barcelona and Zurich. The roll-out will continue in 2007 as more stores are opened.