mynth
← DATABASE
06/2023

KICKS GROUP acquired by MATAS GROUP

SWEDEN Retail / Specialized Retail / Beauty & Cosmetics EV 1b - 4b DKK

Context

Matas signed a definitive agreement with Axel Johnson to acquire 100% of KICKS Group. Executed on a bilateral basis, this 100% equity transfer consolidates the KICKS and Skincity retail banners under a single corporate umbrella. The transaction was fully debt financed within existing gearing targets to ensure capital efficiency. The transaction incorporates an operational platform consisting of approximately 1,700 employees, an retail infrastructure network of 226 physical stores across Sweden, Norway, and Finland, alongside an active customer ecosystem serving 3.3 million loyalty club members. The transaction combines Matas’ market leadership in Denmark with KICKS Group’s retail footprint in Sweden and Norway to build a pan-Nordic health and beauty platform. The post-closing industrial strategy targets operational consolidation across IT infrastructure, administrative functions, and supply chain logistics, backed by a new automated warehouse facility in Rosersberg, Sweden. This unified infrastructure will support an accelerated omni-channel e-commerce expansion to manage a combined base of 5 million club members and nearly 500 stores.

KICKS GROUP, which reported an EBITDA margin of 9.8% in 2023, is valued in this transaction at an EV/EBITDA multiple of 4.4x, a level significantly lower than the average currently observed in the Retail & Consumer sector (11.3x).

Note that this data is based on contribution from our growing community, composed of M&A and Private Equity professionals, and has been verified by our team to ensure its accuracy.

-> Deep-dive in Retail & Consumer market trends

Target

KICKS Group operates as an omni-channel beauty and wellbeing retailer within the Nordic region. The company's business model centers on a dual-banner retail framework comprising KICKS, a full-service beauty concept, and Skincity, an online skincare clinic. Through these platforms, the entity commercializes a curated portfolio of approximately 25,000 products across 300 third-party and proprietary private-label brands, covering makeup, fragrances, professional skincare, and haircare segments. The organization's operational architecture spans Sweden, Norway, and Finland, supporting an infrastructure of 226 physical stores fully integrated with e-commerce channels. This localized footprint relies on a workforce of approximately 1,700 trained beauty advisors and certified skincare therapists who deliver personalized consulting and online clinical support. To optimize its logistics framework, the platform's backend operations—including sourcing, administration, and IT—are centralized, transitioning toward a unified automated fulfillment center to manage both retail banners.

Ent. Value

FREE VIEW

1336M DKK

Equity Value

LOGIN

Multiples

FREE VIEW

EV / Revenue

0.4x

FREE VIEW

EV / EBITDA

4.4x

EV / EBIT

LOGIN

Historical Financials (DKK)

FREE VIEW
Year
Rev
EBITDA
EBIT
2023
3126M
305M
LOGIN
2022
LOGIN
LOGIN
LOGIN

Similar deals in Retail & Consumer

DateAcquirerTargetCountrySectorDeal Context
11/2023MARSHOTEL CHOCOLAT GROUPUNITED KINGDOMRetail

Mars has reached an agreement to acquire the entire issued share capital of Hotel Chocolat. The transaction is structured as an all-cash offer recommended by the Hotel Chocolat board. The deal aims to leverage Mars' global supply chain and operational expertise to solve Hotel Chocolat's international logistics challenges, allowing the British brand to scale globally. Mars views this as a strategic entry into the premium chocolate segment, complementing its mass-market portfolio. Hotel Chocolat's co-founders will reinvest a portion of their proceeds and remain with the company to lead the brand's next growth phase.

07/2023GROUPE LFPITIKAMOONFRANCERetail

The French sustainable furniture e-tailer Tikamoon organizes a secondary LBO ("LBO Bis") to reshuffle its cap table. The financial investor Edmond de Rothschild Equity Strategies (ERES), present since 2020, exits entirely. It is replaced by the LFPI Group, which takes a minority stake alongside the founders, who remain majority shareholders. This operation aims to finance an ambitious growth plan ("TikaGreen") targeting EUR300 million in revenue by 2027, including international expansion and the potential opening of physical stores.

05/2023ASDA GROUPEG GROUP (UK & IRELAND OPERATIONS)UNITED KINGDOMRetail

Asda Group has reached a definitive agreement to acquire the UK and Ireland operations of EG Group, representing a transformational step in its strategic expansion into the convenience and foodservice markets. The transaction involves the integration of approximately 350 petrol filling station sites and over 1,000 food-to-go locations into a consolidated retail group. This combination is designed to create a value-led consumer champion, significantly increasing the accessibility of competitive pricing for fuel and groceries to a broader customer base. The strategic rationale for the move is rooted in the high growth potential of the convenience sector, driven by the rise of local shopping and demand for immediate consumption products. The acquisition will allow for the rollout of specialized convenience formats across the newly acquired estate, leveraging a heritage in low-cost retailing to serve millions of weekly visitors more effectively. To support the integration and future growth, the involved shareholders have committed to providing significant additional equity. The merged entity anticipates generating substantial synergies through economies of scale, improved procurement, and cross-selling opportunities across its omni-channel platform. This move strengthens the group’s financial profile and positions it to benefit from attractive structural drivers in the retail and foodservice industries.

05/2023JD SPORTSCOURIRFRANCERetail

JD Sports submitted a binding offer to acquire 100% of Courir from the private equity firm Equistone Partners Europe. The transaction values the French company at an Enterprise Value of EUR520 million. For Equistone, this exit represents a remarkable success: the fund had acquired Courir in 2018 (a carve-out from Go Sport) for EUR283 million, transforming it into an autonomous and highly profitable player. The acquisition allows JD Sports to significantly strengthen its presence in France and integrate a brand with a strong female identity, which complements JD's historically more male-focused positioning.

10/2022GENEOI-RUNFRANCERetail

Geneo Capital Entrepreneur, alongside MACSF and Eximium, has acquired a stake in i-Run. This transaction aims to support the group's expansion (with the goal of opening 20 additional stores in France), strengthen its omnichannel strategy, and improve its digital platform in order to maintain its leadership in the specialized running retail market.

01/2022GROUPE IDIEKO SPORTFRANCERetail

The specialist in online distribution and sales of outdoor sports equipment is accelerating its growth with a primary LBO and opening up its capital to IDI and Garibaldi Participations.

12/2021LBO FRANCEALLIANCE MARINEFRANCERetail

LBO France acquired a majority stake in Alliance Marine from Weinberg Capital Partners (who had backed the company since 2016). The management team reinvested significantly in the new structure to ensure continuity. The deal was financed with a mix of equity and senior debt. The exit provided a strong return for Weinberg, who oversaw the group doubling in size during their tenure. The new shareholder's roadmap focuses on continuing the aggressive external growth strategy to create a global platform.

09/2021PROPOLIS DEVELOPPEMENTBONABIOFRANCERetail

Propolis Developpement has successfully acquired a 100% stake in Bonabio, marking another decisive step in its buy-and-build strategy to consolidate the French organic fresh produce distribution sector. This transaction represents a complete shareholder transition as the founding director executed his retirement succession plan, selecting a qualified strategic sponsor to guarantee corporate continuity and team stability. Prior to the final agreement, the transaction was conducted through a highly structured, competitive M&A auction process managed on the sell-side. From a strategic perspective, this build-up operation is highly complementary to Propolis Developpement’s existing asset portfolio, following its notable 2018 acquisition of Dynamis, a major player in organic and Demeter fruit and vegetable distribution. By incorporating Bonabio’s EUR 17 million revenue profile, specialized tropical fruit sourcing networks, and Rungis-based ripening infrastructure, the combined platform significantly scales its purchasing power and category expertise. The integration will unlock substantial logistical, operational, and commercial synergies, positioning the expanded group as a primary counterparty for specialized organic distribution networks.

09/2021CICLADGROUP CERADELFRANCERetail

Ciclad acquired a majority stake in Ceradel from its founding shareholders in a transaction advised by Clairfield International. The deal was structured as a Leveraged Buy-Out (LBO) aimed at reorganizing the capital structure to facilitate the exit of historical shareholders while bringing in financial firepower for expansion. The new strategic roadmap focuses on accelerating digitalization (e-commerce growth) and pursuing a "Buy-and-Build" strategy to consolidate the fragmented European market for ceramic supplies.

07/2021EQUISTONEVERTBAUDETFRANCERetail

Equistone Partners Europe has finalized the acquisition of a majority stake in Vertbaudet from Alpha Private Equity. The transaction marks a new chapter for the childhood specialist following a successful repositioning strategy initiated in 2015, which shifted the business from traditional mail-order to a digital-first platform. The executive team reinvested alongside Equistone to maintain operational continuity. The deal was completed on July 22, 2021, following the regulatory carve-out of Cyrillus (sold separately to MGA Paris). Despite the global pandemic, Vertbaudet demonstrated significant resilience, growing its turnover by 8% in 2020. The partnership intends to fuel further product diversification and strengthen the group's presence in Northern and Southern European markets.

REFERENCES

Valuation range: EV 1b - 4b DKK

Revenue range: 2.5b - 5b DKK

EBITDA range: 250M - 500M DKK

Note: This page provides detailed data on a private equity M&A transaction. Detailed and exact financial metrics for the acquisition of KICKS GROUP by MATAS GROUP are reserved for mynth community members. Register for free to unlock full data.

Authors: verified mynth contributor (mynth data is contributed by M&A / PE professionals and systematically cross-verified with private deal documents and official press releases).

Press release: view release

Acquirer: matas group