
Categories
Matas 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 the 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 June 2023, Matas consisted of 261
physical stores – 260 stores in Denmark
and one on the Faroe Islands. In addition,
Matas has one associated store in
Greenland. 69% of Q1 2023/24 revenue
was generated by Matas’ physical stores.
In addition, Matas was present online
through matas.dk, matas.no, matas.
se and several web shops operated
by Firtal of which the most important
ones are helsebixen.dk, jala-helsekost.
dk and made4men.dk. 28% 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 also includes
value adjustments of Club Matas points.
Wholesale accounted for 3% of revenue in
the quarter.
Private labels cover the following brands:
Matas Cosmetics, Matas Materiel, Matas
MediCare, Matas Natur, Matas Sportscare,
Matas Striberne, Miild, My Moments by
Matas, Nilens Jord, Skønt by
Matas and Plasir.
Q1 2023/24 performance
Performance by category
High-End Beauty grew sales by 3.0%
recording higher sales of fragrances. Sales of
professional haircare products recorded high
growth and maintained the strong momentum
from 2022/23.
Mass Beauty grew sales by 10.5% supported
mainly by higher skincare sales, and a sunny
first quarter also resulted in higher sales of
sunscreen products.
The beauty segment accounted for 69.8% of
the retail revenue compared to 71.2% in Q1
2022/23.
Health and Wellbeing grew sales by 16.1%.
Sales of dermatological and special skincare
products recorded ongoing significant growth
during the quarter.
Overall private label sales, including Nilens
Jord and Miild, accounted for 18.3% of the
revenue generated by Matas stores and
matas.dk in Q1 2023/24, an increase of 0.9
percentage points compared to Q1 2022/23.
Performance by sales channel
Matas’ physical stores grew revenue by 3.2% or
DKK 24 million to DKK 795 million. The number
of Matas stores at 30 June 2023 amounted to
261, equal to the number of stores at 30 June
2022.
Online sales were up by 26.1%. Overall, online
sales accounted for 28.3% of Q1 2023/24
revenue against 24.5% in Q1 2022/23.
Wholesale grew by DKK 4.6 million to DKK 29
million, driven by an increase in wholesale
from Web Sundhed.
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Matas | Interim report – Q1 2023/24