Financial Ambitions 2022/23

Grow revenue

Secure earnings

Lift customer engagement

Around DKK 4.0 bn


Over 18 %

EBITDA margin before
special items

M-NPS at


Renewing Matas

Renewing Matas’, Matas’ strategy going forward to 2023, which was launched in May 2018, led to the implementation of a number of specific measures in financial year 2019/20, including initiatives to accelerate online growth via and implement the new store concept, Matas Life, the acquisition of Kosmolet A/S and with it Denmark’s largest makeup brand, Nilens Jord, and measures to grow online sales through Firtal’s 20 webshops and to gain a stronger position in the green market.

Key financials for 2019/20

DKK 3.7 bn



EBITDA margin before
special items


Customer engagement