Matas
Content that converts
Sector
- Retail & e-commerce
Features
- AI
- Automation
- Loyalty & rewards
Deliverables
The Club Matas app, the natural entry point for beauty and wellbeing inspiration.
Two years of partnership, one ambition
For close to two years, Framna and Matas have worked as ongoing partners on the Club Matas app, spanning strategy, user insight, UX and UI design, and iOS and Android development. The partnership has covered nearly every layer of the product, from translating brand strategy and user research into experience design through to the app's relaunch in July 2026. The ambition has stayed the same: making Club Matas the natural entry point for beauty and wellbeing inspiration, not just the place people go to check out.
Club Matas is Denmark's largest loyalty program in beauty and wellbeing, with more than 2 million members. The app already drives over 30 percent of Matas' total online revenue, more than 600 million DKK a year, but its role stopped at the transaction. Members were finding inspiration on social platforms first and opening the app only when they were ready to buy. Expectations, especially among younger Gen Z members, had shifted toward personalized, visual, feed-based discovery. And Matas owned a large volume of content that lived across separate channels rather than inside the product members actually used to shop.
Recognition
“Together with Framna, we re-launched the Matas app and developed a brand new, personalized inspiration feed. We've felt very confident in the collaboration, and the deliveries have been professional and on time. It's genuinely great working with the team at Framna.”
Heidi Donner
Product Owner Apps & Omni, Matas Group
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