COMPANY PROFILE Matas

RetailX
Image © Matas

Danish multichannel beauty retailer Matas offers detailed product information, discounts and AI-generated summaries of reviews on its website product pages. The retailer is a leader in the new RetailDNA The Product Value Chain Europe Report.

Matas was founded in 1949, originally as a chain of independent drysalters. This became the Matas Group when Matas bought Kicks in August 2023 to become what it describes as the “leading beauty and wellbeing destination in the Nordics”. 

The Matas Group sells online and through about 500 shops, of which 264 are Matas shops. Matas Group reported sales of DKK 6.7bn and earnings before interest, tax and one-off costs of DKK 1bn in its 2023/2024 full-year figures. Matas alone turned over DKK 4.8bn. About 30% of Matas Group sales take place online, with its loyalty group having 5mn members, 2mn of which are through Matas.

Matas Group publishes and updates sustainability details in an annual ESG report, something that is reflected through the business operating model KPI of the Product Value Chain since, along with reviews and ratings, this helps to inform shoppers and makes it easier for them to make a buying decision. 

On its Danish website, Matas shares reviews and ratings, with AI-generated highlights of product reviews shown on each product page. It also offers detailed product information in areas including ingredients and specifications – an action that is reflected in the margin KPI, which emphasises the importance of making more from every activity. 

Promotions and discounts, including those available to members of its loyalty club, are flagged through the website. Matas offers recommendations on its home page, where it flags ‘recommendations for you’, as well as discounted and seasonal products. Recommendations are also offered in buyers’ guides, flagged throughout the site. 

These approaches are assessed in the conserve KPI of this value chain, for the role that they play in eliminating lost opportunities by showing as much as possible of Matas’ range of 50,000 products from 1,500 brands. 

Shoppers get free delivery when they subscribe to a product, which is an example of a useful incentive to the customers who are likely to be the most loyal and profitable. This is something that is rewarded in the margin KPI, as is the decision to offer free shipping on purchases of DKK 129 or more.

This is one of eight profiles in the new RetailDNA The Product Value Chain Europe Report. Fust, Ikea, Seasalt, Bol, HP, fahrrad.de and Ryman are also covered in detail.

The full report explores how retailers invest in products before displaying and selling them in a way that adds value and generates profits that can be reinvested. This report informs those retail businesses considering selling to Europe or expanding there by enabling them to benchmark themselves against the leaders.


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