Scaling Denmark’s biggest beauty retailer into new markets
Matas, Denmark’s leading beauty retailer, was ready to expand beyond its home market and enter one of Europe’s most competitive arenas — Germany. To do so, the brand needed an export-ready concept that could capture both retailer and consumer attention while staying true to its Danish DNA.
Through in-depth research into German beauty preferences, CO/PLUS uncovered a clear opportunity: a strong demand for Scandinavian beauty built on simplicity, honesty and authenticity. Based on these insights, we created The Danish Standard: simple, clean, for all — a premium-accessible brand platform designed to bring Danish beauty to a broader audience.
With a refined narrative, sales deck, key visuals and a tailored go-to-market plan for DM, Germany’s largest beauty retailer, the concept gave Matas a clear and confident foundation to scale internationally.
Matas secured listings in more than 200 DM stores across Germany, marking its first major step into international retail — and setting the standard for Danish beauty abroad.
