
Q3 and 9M 2023/24 performance
Performance by category
Both High-End and Mass Beauty reported
significantly higher sales in Q3 2023/24
compared to Q3 2022/23 mainly due to the
acquisition of KICKS. The Beauty segment
accounted for 83.9% of the retail revenue,
compared to 75.2% in Q3 2022/23.
Health & 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.
For Matas the private label sales, including
Nilens Jord and Miild, accounted for 15.2% of
the revenue generated by Matas stores and
matas.dk in Q3 2023/24, same level as Q3
2022/23.
In 9M 2023/24, the Beauty categories had
the highest absolute growth partly due to
the acquisition of KICKS. Organically, Health
& Wellbeing was the primary growth driver
in 9M 2023/24 and sales grew significantly
compared to 9M 2022/23.
Performance by sales channel
Physical stores grew revenue by 72,6% or DKK
702 million to DKK 1,667 million compared to
Q3 2022/23. Organic revenue increased by
3,8% in stores. The number of Matas stores at
31 December 2023 amounted to 263, a year-
on-year increase of one, while KICKS had 227
physical stores at 31 December 2023, bringing
the Group to a total of 490 stores.
Online sales were up by 101.5% or DKK 412
million to DKK 817 million. The organic online
business grew 23.1%. Overall, online sales
accounted for 32.6% of Q3 2023/24 revenue
against 29.0% in Q3 2022/23.
In Q3 2023/24, wholesale fell by DKK 1.3 million
to DKK 24 million.
Revenue for 9M 2023/24 amounted to DKK
4,943 million, an increase of 43.8% from the
year-earlier period. Physical stores grew
revenue by 35.5%, while online sales were up
by 69.3%. The increase was mainly attributable
to the KICKS acqusition.
Wholesale reported revenue growth of DKK 7.9
million to DKK 82 million in 9M 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 31 December 2023, Matas consisted of
263 physical stores – 262 stores in Denmark
and one on the Faroe Islands. In addition,
Matas has one associated store in
Greenland. KICKS consisted of 227 physical
stores at 31 December 2023. 66% of Q3
2023/24 revenue was generated by Matas
Groups' 490 physical stores.
In addition, Matas was present online
through matas.dk, nilensjord.dk and
several web shops operated by Firtal.
KICKS is present online through kicks.se/.
no/.fi and skincity.com/se/no/fi. 33% of
revenue was generated through Matas
Groups' online channels.
Wholesale mainly consists of wholesale
from Web Sundhed, Grænn and
international wholesale of Matas’ house
brands in Germany, but it also includes
value adjustments of Club Matas points.
Wholesale accounted for 1% of revenue in
the quarter.
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Matas Group | Interim report – 9M 2023/24