Dust+Cream: Network restructuring and franchise expansion

Creamteam is combining a restructuring of its Dust+Cream network in Greece with expansion across South-Eastern Europe, targeting a return to profitability in 2026. According to a report in Greek business newspaper Naftemporiki on 29 September 2026, the plan includes changes to company-owned shops, new discount outlets and international growth through master franchising, with two outlets already operating in North Macedonia.

Restructuring focused on operating profitability

The Greek cosmetics manufacturer and retailer, which owns the Dust+Cream network, is prioritising improvements to shop operations. Specifically, it plans to close company-owned outlets that are loss-making at the direct operating level. Under the plan, these will either be replaced by new outlets or their customers will be served by nearby existing shops within the network.

The distinction between company-owned and franchised shops is important: the reported closures concern company-owned outlets. The report does not specify how many shops are affected or their locations. It therefore provides no evidence of a corresponding closure programme for franchisees’ shops.

At the same time, Creamteam is adding new discount outlets to the network. The stated aim of this channel is to increase stock turnover. This serves a different operational priority from geographical expansion: the focus here is on selling through stock rather than simply adding new locations to the network.

Two master franchise outlets in North Macedonia

Internationally, the company began operating two outlets under a master franchise arrangement in North Macedonia in the first quarter of 2026. This is the concrete international expansion step that the report identifies as already implemented.

Other neighbouring markets, including Bulgaria, Serbia and Albania, are also being explored. This refers to exploratory activity, not confirmed openings or completed agreements. No timetables, numbers of future shops or details of local partners are given for these countries.

The international strategy also includes developing exports to markets such as Azerbaijan, Poland, Spain and Lithuania. Exports should, however, be distinguished from franchise shop development. A country’s inclusion in export plans does not constitute an announcement of a Dust+Cream retail network in that market.

For those following the Greek franchise market, the news therefore has two distinct strands: restructuring the existing domestic network and using master franchise partnerships to expand abroad.

The financial figures behind the changes

Creamteam’s turnover stood at €16 million in 2025, compared with €17.6 million in 2024, a reported decline of 8.89%. Gross profit reached €10.3 million, down 7.24%. According to the report, almost the entire reduction in gross profit came from the decline in the franchise channel.

At the same time, the gross profit margin rose from 63.16% to 64.30%, an increase of 114 basis points. This improvement is attributed to company-owned shops accounting for a larger share of total sales. The higher margin therefore coincided with lower turnover and lower gross profit in absolute terms.

These figures relate to Creamteam as a whole and do not show the financial performance of individual shops or franchisees. No shop-level data is provided from which to draw conclusions about a particular location’s performance. Similarly, a return to profitability is presented as management’s target for 2026, not as an outcome already achieved.

Prioritising network performance

Beyond changes to its outlets, management is prioritising better communication with its customer base and a stronger focus on higher-value-added products. These measures form part of its aim to strengthen the company’s market position.

Creamteam has been active in the Greek cosmetics market for more than 20 years and has a production facility for make-up, creams, fragrances and nail varnishes. The Dust+Cream retail network has operated since 2012, with shops across Greece.

Practical takeaway: Existing and prospective franchise partners should distinguish between company-wide performance and the performance of an individual shop. Key areas to examine include local financial data, stock management and the specific support plan, while keeping markets under consideration separate from agreements already implemented.