In February 2007, funds advised by CVC acquired the majority stake in Matas, Denmark's largest health and beauty retailer. The Matas store network consists of 293 stores in Denmark and an online store, of which 258 stores are owned and operated by Matas, while the remaining 35 stores are associated stores that are independently owned by those store owners who did not sell their stores in 2007. Through this network and the online store Matas holds a market-leading position in the attractive Danish beauty market with an estimated market share of approximately 38% in 2012, with a particular strength in the high-end beauty segment.
Matas offers a distinctive one-stop retail concept with a wide product selection across categories, brands and price levels and has a strong reputation for professional advice and customer service excellence. Matas' product offering includes both international and Danish health and beauty brands, and Matas is a key channel in Denmark for a number of these brands. In addition, Matas offers its own brand products under the Stripes brand, which is Matas' principal own brand. Introduced in 1967 as an attractively priced to alternative to more expensive branded products, Stripes has since become one of the leading beauty and personal care brands in Denmark, and Matas believes the Stripes brand is a destination product offering for the Matas store network.
Matas has a loyal and active customer base. Building on this, in 2010, Matas launched the Club Matas loyalty programme, which has quickly become one of the largest loyalty programmes in Denmark with approximately 1.2 million members, estimated to include approximately 60% of all Danish women aged 18 to 65.
Currently, more than 2,400 are employed by Matas.