Dictionary Thesaurus Word Dynamo Quotes Reference Translator Spanish

Matas (drug store)

Matas is a Danish drug store chain founded in 1949. The store motto is "Good Advice Makes the Difference". The chain has 292 stores all over Denmark and employs 2100 people. The annual revenue is about 1.6 billion Danish kroner.

Store

Matas sells both personal items, such as genital soaps and anti-dandruff shampoos, but also deodorants and perfumes. One of the main product types sold in stores, however, are make-up products and cosmetics, such hair colouring, lipsticks and rouge. In addition, most, if not all, Matas shops have a chemical department, where one can find various chemicals. This is in accordance to the drysalter roots of the store. These chemicals are both household chemicals, and more exotic chemicals for the home chemist.

Other things sold in the stores include vitamin supplements, herbal remedies (such as ginseng extracts), and liquorice root.

Product controversy

During the years, Matas has been forced to stop selling various chemicals, since they were being bought and used to create improvised explosive devices, especially around New Year's Eve. Among these chemicals are potassium nitrate and potassium permanganate, which are both strong oxidising agents. As of 2008, potassium permanganate are again being sold in some Matas shops, albeit under a different brand.

Other things sold in the stores include vitamin supplements, herbal remedies (such as ginseng extracts), and liquorice root.

History

The name Matas is a contraction of Materialisternes Aktieselskab. While the concept of a drysalter/drugstore type shop dates back to the 18th century, the company was founded November 13 1949 with a financial capital of 15000 Danish kroner. (about 1500-1800 USD at the time.) The first storage room was a mere 40 square metres (440 sq. ft.) The first fiscal year the company ended with a deficit of kr 24.50, or only 3 USD. That is still the only deficit in the history of the company.

In 1951, Matas dediced to rebel against the "Apotekermonopolet" (English: "The Drugstore Monopoly"), which was a law dating back to 1929, deciding that only pharmacies could sell any form of drugs, or even vitamin supplements. As a result, Matas began to sell tablets of Vitamin C, but the police took up the case. The case received some media coverage, but ultimately the selling of vitamins were deemed illegal. Matas filed a lawsuit, and after six years it was found that at least 38 of the vitamin supplements being sold in pharmacies and drugstores were dietary supplements, not medical drugs.

Matas began to manufacture its own line of products under the "Matas" brand. in 1956 Matas presented its first logo, and the year after the company began to work together with the Steins Laboratory. A set of rules regarding the quality of Matas products were also made. In 1958 the first Matas advertising paper were printed. The paper had an initial circulation of 700,000 copies, which at the time was over four times more than the largest national newspaper.

Between 1967 and 1988, the only major events were introductions of new products, sub-brands, and a color theme: blue and white, which is still a major component in the design of the shop interiors and exteriors. In 1967 there were 150 stores in Denmark, and in 1974 just under 200. In 1989 Matas celebrated its 40-year anniversary, and also received various prices, including "MMM-Prisen" and "Årets Guldkorn".

In 1994 Matas Miljøfund (English: Matas Environmental Fund) was founded, and in 1997 Matas moved its main administration from Farum to Allerød. In 1999 Matas celebrated its 50-year anniversary with the opening of two new stores in Malmö, Sweden.

In 2001 some Danish laws regarding sales of over-the-counter drugs were changed, and Matas started offering a variety of these types of products. In 2006 Matas opened its 292nd store.

In May 2006 Matas was sold for 5.2 billion Danish kroner to the investment company Capital Partners.

In 2007 Matas started an advertising campaign called "Kvinder Længe Leve!" (English: "Long Live Women!"). The theme for the campaign is, that for every item sold from the Matas Sports Care series of products, one Danish krone is donated to Hjerteforeningen (English: The Heart Association), a Danish association with various goals, including research in cardiac diseases. The campaign will run to 2012.