Matas selects Visual Art as strategic partner for digital in-store and retail media
February 19, 2026
Visual Art has signed an agreement with Matas, Denmark’s largest health and beauty retailer, to design, build, and operate the next generation of the retailer’s digital in-store solution. The partnership includes a full rollout across H1 2026, following successful pilot installations during autumn 2025.
The solution will include approximately 1,000 new digital touchpoints and the migration of Matas’ existing 150 digital displays, resulting in a total of approximately 1,200 Visual Art IXM platform licenses. This positions Matas among the most advanced digital in-store retailers in Denmark and as a first mover in tightly integrating digital signage with loyalty programs and an omnichannel strategy.
In close collaboration with Matas and their store architects, two pilot stores were recently completed, showcasing the new visual identity and digital expression that will serve as the foundation for the nationwide rollout.
Matas operates approx. 264 stores across Denmark and is known for one of the country’s strongest omnichannel ecosystems, including the award-winning Club Matas loyalty program and Denmark’s second most visited web shop, matas.dk. With extensive experience running digital in-store networks for KICKS, Matas’ beauty brand in Sweden, Norway, and Finland, Visual Art enters the partnership with proven category expertise and a deep understanding of the Nordic health & beauty retail landscape.
– “We are taking a significant step forward in uniting our online and offline experience. Going fully digital in-store strengthens our ability to inspire customers, stay relevant in the moment of decision, and communicate with precision in every store. Digital communication is also a key enabler of our retail media ambitions, where we see clear potential to create new value for our suppliers while protecting the Matas experience,” says Janne Andersen, SVP Marketing at Matas.
The partnership is built on Visual Art IXM platform, Visual Art’s flexible and intuitive In-Store Experience Management platform that orchestrates content, dynamic rules, retail media, and integrations across the retailer’s ecosystem. Visual Art will oversee the entire value chain — from concept and design to rollout, operations, and continuous optimisation — ensuring a scalable, customer-first digital in-store experience that drives Matas’ business objectives.
– “Matas is one of the most forward-thinking retailers in the Nordics. Their clarity of vision, connecting digitalisation, customer programs, and a commercial retail media strategy, sets a new standard for the industry. We are extremely proud to support them in creating an experience that is both inspiring for customers and commercially powerful for advertisers,” says Pontus Meijer, CEO at Visual Art.
Digitalisation is a core component of Matas’ retail media strategy, enabling the retailer to monetise in-store digital inventory while ensuring the customer experience remains central. Visual Art contributes both strategic expertise and operational execution, from zoning and screen valuation to dynamic content orchestration and governance models.
This partnership reinforces Visual Art’s position as a leading digital signage and retail media partner in the Nordic region, aligned with the company’s mission to shape the future of digital communication and deliver solutions that drive real business value.
For more information, contact:
Monika Lindquist, Group CMO at Vertiseit (Dise, Grassfish & Visual Art)
monika.lindquist@vertiseit.com
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