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Matas (drug store)
Encyclopedia
Matas is a Danish
drug store chain
founded in 1949 by Mikkel from RSBots. The store motto
is "Good Advice Makes the Difference". The chain has 295 stores all over Denmark, employing about 2300 people, with annual revenue of approximately kr
1.6 billion. Matas sells both personal items, such as genital soaps and anti-dandruff
shampoos, but also deodorant
s and perfume
s. One of the main product types sold in stores are make-up products and cosmetics
, such as hair colouring, lipstick
s and rouge
. In addition, most, if not all, Matas shops have a chemical department, where one can find both household chemicals and more exotic chemicals for the home chemist, in accordance to the drysalter
roots of the store. Other things sold in the stores include vitamin supplements, herbal remedies (such as ginseng
extracts), and liquorice root.
s, 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.
. 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 krone
r. (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 decided 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 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
. 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.
is donated to Hjerteforeningen. The campaign called "Elsk Hjertet" (English: "Love the heart") will run to 2012.
Denmark
Denmark is a Scandinavian country in Northern Europe. The countries of Denmark and Greenland, as well as the Faroe Islands, constitute the Kingdom of Denmark . It is the southernmost of the Nordic countries, southwest of Sweden and south of Norway, and bordered to the south by Germany. Denmark...
drug store chain
Chain store
Chain stores are retail outlets that share a brand and central management, and usually have standardized business methods and practices. These characteristics also apply to chain restaurants and some service-oriented chain businesses. In retail, dining and many service categories, chain businesses...
founded in 1949 by Mikkel from RSBots. The store motto
Motto
A motto is a phrase meant to formally summarize the general motivation or intention of a social group or organization. A motto may be in any language, but Latin is the most used. The local language is usual in the mottoes of governments...
is "Good Advice Makes the Difference". The chain has 295 stores all over Denmark, employing about 2300 people, with annual revenue of approximately kr
Danish krone
The krone is the official currency of the Kingdom of Denmark consisting of Denmark, the Faroe Islands and Greenland. It is subdivided into 100 øre...
1.6 billion. Matas sells both personal items, such as genital soaps and anti-dandruff
Dandruff
Dandruff is the shedding of dead skin cells from the scalp . Dandruff is sometimes caused by frequent exposure to extreme heat and cold. As it is normal for skin cells to die and flake off, a small amount of flaking is normal and common; about 487,000 cells/cm2 get released normally after...
shampoos, but also deodorant
Deodorant
Deodorants are substances applied to the body to affect body odor caused by bacterial growth and the smell associated with bacterial breakdown of perspiration in armpits, feet and other areas of the body. A subgroup of deodorants, antiperspirants, affect odor as well as prevent sweating by...
s and perfume
Perfume
Perfume is a mixture of fragrant essential oils and/or aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces "a pleasant scent"...
s. One of the main product types sold in stores are make-up products and cosmetics
Cosmetics
Cosmetics are substances used to enhance the appearance or odor of the human body. Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, towelettes, permanent waves, colored contact lenses, hair colors, hair sprays and...
, such as hair colouring, lipstick
Lipstick
Lipstick is a cosmetic product containing pigments, oils, waxes, and emollients that applies color, texture, and protection to the lips. Many varieties of lipstick are known. As with most other types of makeup, lipstick is typically, but not exclusively, worn by women...
s and rouge
Rouge (cosmetics)
Rouge , also called blush or blusher , is a cosmetic typically used by women to redden the cheeks so as to provide a more youthful appearance, and to emphasize the cheekbones....
. In addition, most, if not all, Matas shops have a chemical department, where one can find both household chemicals and more exotic chemicals for the home chemist, in accordance to the drysalter
Drysalter
Drysalters were dealers in a range of chemical products, including glue, varnish, dye and colourings. They might supply salt or chemicals for preserving food and sometimes also sold pickles, dried meat or related items...
roots of the store. Other things sold in the stores include vitamin supplements, herbal remedies (such as ginseng
Ginseng
Ginseng is any one of eleven species of slow-growing perennial plants with fleshy roots, belonging to the genus Panax of the family Araliaceae....
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 deviceImprovised explosive device
An improvised explosive device , also known as a roadside bomb, is a homemade bomb constructed and deployed in ways other than in conventional military action...
s, especially around New Year's Eve
New Year's Eve
New Year's Eve is observed annually on December 31, the final day of any given year in the Gregorian calendar. In modern societies, New Year's Eve is often celebrated at social gatherings, during which participants dance, eat, consume alcoholic beverages, and watch or light fireworks to mark the...
. Among these chemicals are potassium nitrate
Potassium nitrate
Potassium nitrate is a chemical compound with the formula KNO3. It is an ionic salt of potassium ions K+ and nitrate ions NO3−.It occurs as a mineral niter and is a natural solid source of nitrogen. Its common names include saltpetre , from medieval Latin sal petræ: "stone salt" or possibly "Salt...
and potassium permanganate
Potassium permanganate
Potassium permanganate is an inorganic chemical compound with the formula KMnO4. It is a salt consisting of K+ and MnO4− ions. Formerly known as permanganate of potash or Condy's crystals, it is a strong oxidizing agent. It dissolves in water to give intensely purple solutions, the...
, which are both strong oxidising agents. As of 2008, potassium permanganate are again being sold in some Matas shops, albeit under a different brand.
History
The name Matas is a contraction of Materialisternes AktieselskabAktieselskab
An aktieselskab is the Danish name for a stock-based corporation. An aktieselskab can be both publicly traded and private.-Liability:...
. While the concept of a drysalter
Drysalter
Drysalters were dealers in a range of chemical products, including glue, varnish, dye and colourings. They might supply salt or chemicals for preserving food and sometimes also sold pickles, dried meat or related items...
/drugstore type shop dates back to the 18th century, the company was founded November 13 1949 with a financial capital of 15000 Danish krone
Danish krone
The krone is the official currency of the Kingdom of Denmark consisting of Denmark, the Faroe Islands and Greenland. It is subdivided into 100 øre...
r. (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 decided 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 vitamin supplements. As a result, Matas began to sell tablets of Vitamin C
Vitamin C
Vitamin C or L-ascorbic acid or L-ascorbate is an essential nutrient for humans and certain other animal species. In living organisms ascorbate acts as an antioxidant by protecting the body against oxidative stress...
, 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
Farum
Farum is a town in the northeast of the island of Zealand in eastern Denmark, 20 km northwest of Copenhagen. The town has a population of 18,521 .The town is part of Furesø municipality. Until 2006, it constituted Farum municipality....
to Allerød
Allerød
Allerød may refer to either of these:* Allerød Municipality, a municipality in Denmark** Lillerød, also called Allerød, seat of the municipality** Allerød station, a railway station in the Danish town...
. In 1999 Matas celebrated its 50-year anniversary with the opening of two new stores in Malmö
Malmö
Malmö , in the southernmost province of Scania, is the third most populous city in Sweden, after Stockholm and Gothenburg.Malmö is the seat of Malmö Municipality and the capital of Skåne County...
. 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.
Advertisement
In 2007 Matas started a campaign in collaboration with Hjerteforeningen - a Danish association with various goals, including research in cardiac diseases ((English: The Heart Association). The theme for the campaign is, among other things, that for every item sold from the Matas Skincare serie "Plaisir", one Danish kroneDanish krone
The krone is the official currency of the Kingdom of Denmark consisting of Denmark, the Faroe Islands and Greenland. It is subdivided into 100 øre...
is donated to Hjerteforeningen. The campaign called "Elsk Hjertet" (English: "Love the heart") will run to 2012.