The company is set to spend at least four times what was spent last year, investing PLN 24.5m (€6.4m) into the implementation of the chain's new image and expanding its foothold within the Polish cosmetics market with the opening of around 40-50 more stores across the country.
Carrying out the implementation throughout the current financial year (April 2007 -March 2008) Drogerie Natura is using the extra spend on rebuilding its image and affirming its stance on the natural and organics market - doing so by changing its interior design and designing a new logo for the store.
Likewise, the company claims it will incorporate more cosmetic lines that are made up of natural components, striving for natural cosmetics to comprise 20 per cent of all its lines on offer.
Poland has received a lot of attention recently, with many major manufacturers reporting strong sales growth in the country.
Indeed, leading cosmetic manufacturer Procter and Gamble (P&G) has recently announced the construction of a €38m plant in central Poland.
"We have signed an investment agreement with the town of Aleksandrow Lodzki and the local special economic zone," spokeswoman Malgorzata Mejer told Agence France-Presse.
Construction work is scheduled to begin at the end of the year, with the factory sheduled to start production by 2009.
"We intend to invest $50m between now and 2012 in the project to build a cosmetics factory, and to create 300 jobs,' Mejer said.
The move is part of a trend that has seen several multi-national companies trying to cash in on booming Eastern European markets. Greater disposable income in former communist countries has led to a huge increase in money spent on cosmetics.
Proctor & Gamble itself has invested widely in Poland after entering the market in 1990, spending money on developing a product distribution network. P&G also own a factory producing disposable nappies in Warsaw and one for disposable razors.
Other countries that have recently invested in the country include L'Oreal and Beiersdorf, which last month transferred some of its production from Poland to Italy.
Drogerie Natura, ran by Polbita, achieved a 13 per cent year-on-year growth rate in 2006, achieving sales worth PLN 245m (€64.5m) and is expecting this to rise to sales worth PLN 300m (€79m) for the current year.
