Leading Danish drug store chain Matas is opening two new stores under the sub-brand Matas Natur in September 2018. The new green concept stores will specialise in health foods and natural beauty and personal care products.
The two new stores will be located in Copenhagen and Århus. Existing stores (Matas operates around 300 outlets across Denmark), will meanwhile gain dedicated areas – styled as a ‘green universe’ – for natural health and beauty lines.
Senior manager, Gregers Wedell-Wedellsborg, explains the thinking behind the latest innovation at the Danish retailer: “Our guiding star is beauty and well-being for life. Under the heading ‘Matas Natur’ we start with more green products, modern health food and natural beauty. The range comes in most of our stores and it’s all online at matas.dk.”
Wedell-Wedellsborg predicts that Matas Nature concept stores, “will be the frontrunners for our green growth”. He adds: “Matas Nature comes because more and more customers demand the ability to maintain a responsible and green profile lifestyle, when it comes to beauty and well-being.
“Customers want green and natural products, and fortunately, we have many talented people who are passionate about natural beauty and health food, so the foundation is strong.”
Wedell-Wedellsborg says that Matas wants to take a bigger share off the fast-growing green health and beauty market. “We already have significant market share in these areas, but with Matas Nature, we expect to increase our market share significantly. We have the ambition that we will be leading in these areas.”
Photo: Matas Natur green concept store.