2 April 2026  Austria's drugstore market is shaped by three major chains. dm ranks first by revenue and market influence. The second place is held by a competitor with the densest store network across the country. In third place stands Müller, known for its wide-ranging assortment beyond classic drugstore goods. The differences between these chains are visible in their pricing models and brand philosophies. dm is widely associated with relatively stable prices and a transparent pricing strategy. Customers usually do not need to collect coupons or loyalty points to access fair prices. This approach creates predictability in everyday shopping. From Self-Service to Social Changedm was founded in Germany in 1973 by Götz Werner. His idea was simple but new at the time: a self-service drugstore where customers could choose products freely. This concept marked a break from traditional retail structures. The company entered Austria in November 1976 with its first store in Linz, co-founded by Günter Bauer. At that time, self-service drugstores did not yet exist in Austria. The 1970s were a period of social transformation. Consumer culture changed alongside broader societal developments such as criticism of authority and a move towards more individual freedom. Shopping became less formal and more self-directed.Anthroposophy and the Human FocusA key element of dm's philosophy is influenced by anthroposophy. This approach places the human being at the center of economic activity. It emphasizes personal development, responsibility, and meaningful work rather than pure profit maximization. This thinking is reflected in dm's corporate culture and has contributed to repeated recognition as a leading employer and recruiter in Austria. The company promotes participatory work structures and long-term employee development. It also shapes the product range, with a strong focus on natural cosmetics and organic food under its own brands.Logo, Identity and a Vintage CollectionThe dm logo, written in lowercase letters, reflects a non-hierarchical and approachable mindset. It visually aligns with the idea of reducing distance between company and customer. The familiar red and yellow elements of the brand identity have remained consistent for decades. For its 50th anniversary in Austria, this visual identity returns in a new form. A limited vintage collection translates the classic striped design—once seen on store awnings—into lifestyle products. The collection includes socks, a beach towel, a cap, a bucket hat, a cotton tote bag, and a transparent umbrella with red-orange stripes. These items place the active individual at the center. They offer protection from sun and rain while referencing everyday life. The concept connects to dm's long-standing slogan: "Here I am human, here I shop."The anniversary collection reflects not only a design heritage but also a broader idea: retail as part of daily culture, shaped by social values and individual needs. Image: A display of striped umbrellas, towels, and accessories in the characteristic dm colors. The dm vintage collection is available from April 8 in selected stores and online, while stocks last. Photo: © dm / Marco Juen/marswalk media GmbH |