
Q2 and H1 2023/24 performance
Performance by category
Both High-End and Mass Beauty reported
significantly higher sales in Q2 2023/24
compared to Q2 2022/23 mainly due to the
acquisition of KICKS. The Beauty segment
accounted for 72.2% of the retail revenue
compared to 68.5% in Q2 2022/23.
Health and Wellbeing was the primary growth
driver in both absolute and relative terms
when looking at the organic performance.
Sales of special skincare and health products
recorded ongoing significant growth during
the quarter, the latter supported by the Fixed
Low Price programme.
Private labels (mainly in Mass Beauty) sales,
including Nilens Jord and Miild, accounted
for 18.3% of the revenue generated by
Matas stores and matas.dk in Q2 2023/24, an
increase of 0.5 percentage points compared
to Q2 2022/23.
In H1, the Beauty categories had the highest
absolute growth partly due to the acquisition
of KICKS. Organically, Health and Wellbeing
was the primary growth driver in H1 and sales
grew significantly compared to H1 2022/23.
Performance by sales channel
Physical stores grew revenue by 20.5% or DKK
150 million to DKK 882 million compared to Q2
2022/23. Organic revenue declined by 0.3%
in stores. The number of Matas stores at 30
September 2023 amounted to 262, a year-on-
year increase of one, while KICKS added 226
physical stores at 30 September 2023.
Online sales were up by 60.9% or DKK 142
million to DKK 375 million. The organic online
business grew 33%. Overall, online sales
accounted for 29.1% of Q2 2023/24 revenue
against 23.5% in Q2 2022/23.
In Q2 2023/24, wholesale grew by DKK 4.6
million to DKK 29 million driven by an increase
in wholesale from Web Sundhed.
Revenue for H1 2023/24 amounted to DKK
2,435 million, an increase of 19.2% from the
year earlier period. Physical stores grew
revenue by 11.6%, while online sales were up
by 42.6%. The increase was mainly attributable
to the KICKS transaction.
Wholesale reported revenue growth of DKK 9.2
million to DKK 58 million in H1 2023/24.
Categories
Matas Group is characterised by its wide
assortment of beauty, personal care, health,
wellbeing and problem-solving household
products. This broad product range creates
a unique one-stop retail value proposition
for Matas Group’s customers in the shape of
four categories:
High-End Beauty: Luxury beauty products,
including cosmetics, skincare and haircare
products and fragrances.
Mass Beauty: Everyday beauty products
and personal care, including cosmetics,
skincare and haircare products.
Health and Wellbeing: MediCare (OTC
medicine and nursing products). Vitamins,
minerals, health supplements, specialty
foods and herbal medicinal products.
Sports, nutrition and exercise. Mother and
child. Personal care products (oral, foot
and intimate care and hair removal) and
special skincare.
Other: Clothing and accessories (footwear,
hair ornaments, jewellery, toilet bags,
etc.). House and gardening (cleaning and
maintenance, electrical products, interior
decoration and textiles) and other.
Sales channels
At 30 September 2023, Matas consisted
of 262 physical stores – 261 stores in
Denmark and one on the Faroe Islands. In
addition, Matas has one associated store
in Greenland. KICKS added 226 physical
stores at 30 September 2023. 69% of Q2
2023/24 revenue was generated by Matas
Groups' physical stores.
In addition, Matas was present online
through matas.dk, matas.no, matas.se,
kicks.se, skincity.com and several web
shops operated by Firtal. 29% of revenue
was generated through Matas' online
channels.
Wholesale mainly consists of wholesale
from Web Sundhed, Kosmolet, Miild and
international wholesale of Matas’ house
brands in Germany, but it also includes
value adjustments of Club Matas points.
Wholesale accounted for 2% of revenue in
the quarter.
Page 12 of 31
Matas Group | Interim report – H1 2023/24