KICKS
KICKS is a Nordic omnichannel beauty retailer operating 230 stores and a full e-commerce platform across Sweden, Norway, and Finland, selling makeup, skincare, fragrance, and hair care from 300+ brands to general beauty consumers. It is a wholly-owned subsidiary of Matas A/S.
- Company typePrivate
- Founded1991
- HeadquartersStockholm, Sweden
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
KICKS firmographics
Firmographics- Name
- KICKS
- Legal name
- KICKS Sverige AB
- Website
- https://kicks.se
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- KICKS is a Nordic omnichannel beauty retailer operating 230 stores and a full e-commerce platform across Sweden, Norway, and Finland, selling makeup, skincare, fragrance, and hair care from 300+ brands to general beauty consumers. It is a wholly-owned subsidiary of Matas A/S.
- Ownership category
- akta.pro rank
Where KICKS is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
KICKS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Retail beauty products: KICKS generates revenue through retail sales of beauty products including makeup, skincare, fragrances, and hair care products sold through physical stores and e-commerce platform
- Loyalty Program - KICKS Club: KICKS Club loyalty program where members collect bonus points on purchases that can be redeemed for bonus checks. The program drives customer retention and repeat purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | KICKS Club loyalty tiers: Member (0-999 points), Silver (1000-2999 points), Gold (3000+ points) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
KICKS product offering
Product offeringCore offering
KICKS operates an omnichannel beauty retail platform across the Nordics, selling makeup, skincare, fragrance, and haircare products from 450+ brands through 230 physical stores, the kicks.se e-commerce site, and a mobile app. It complements product sales with trained in-store beauty experts, professional beauty treatments (Treat by KICKS in 90 stores), a large loyalty program (KICKS Club, 3.5M+ members), and AI-driven personalization tools such as the Beautybot and Skin Analytics.
Product overview
KICKS operates as a unified omnichannel beauty retail platform combining physical stores (230+ stores across Sweden, Norway, and Finland), e-commerce (kicks.se), and a mobile app. The product portfolio centers on the KICKS Club loyalty program (Nordic largest beauty club with 3.5+ million members), KICKS Beauty Talks online community (130,000+ members), and private label brands (BeautyAct, Atelier Rouge, Flaer). Professional services include Treat by KICKS (beauty treatments in 90 stores). Technology offerings include an AI-driven Beautybot search engine (2023 launch) and KICKS Skin Analytics for personalized product recommendations. The platform integrates with payment providers (Klarna, PCI-certified card processors), delivery carriers, and multiple marketing/analytics tools including Meta Pixel, Google, and TikTok.
Differentiator
Problem solved
Functional benefit
Brands
- BeautyAct: Own brand of KICKS
- Atelier Rouge
- Flaer
- Treat by KICKS
- KICKS Club
- KICKS Beauty Talks
Products and services
- KICKS E-commerce Platform (kicks.se) Omnichannel online store offering 30,000+ products from 450+ brands across makeup, skincare, fragrance, and hair care, with AI-powered search, personalized recommendations, KICKS Club loyalty integration, home delivery, and pickup at stores within 4 hours.
- KICKS Club Nordic largest beauty loyalty program with 3.5+ million members offering bonus points on purchases (1 point per SEK), personalized offers, tiered membership levels (Member, Silver, Gold), and exclusive weekly member discounts of 20-30% on selected brands.
- KICKS Beauty Talks Online beauty community with 130,000+ members offering channels for makeup looks, skincare advice, hair care, fragrances, product testing, competitions, and Beauty Hearts loyalty points.
- KICKS App Mobile application for iOS and Android enabling shopping, KICKS Club access, personalized offers, purchase tracking, beauty content, and integrated experience with kicks.se.
- Treat by KICKS Professional beauty treatment service available in 90 stores across the Nordics, providing skincare, makeup, and other beauty services performed by trained beauty experts including skincare therapists, makeup artists, hairstylists, and fragrance experts.
- BeautyAct (Private Label) KICKS' own private label brand offering skincare and makeup products, available exclusively at KICKS stores and e-commerce.
- Atelier Rouge (Private Label) KICKS' own fragrance private label brand sold across all KICKS stores and online.
- Flaer (Private Label) KICKS' own beauty product line within the private label portfolio, available in all KICKS stores and e-commerce.
Companies that use KICKS
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
KICKS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability5 records
Feature1 record
KICKS partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- RELEXcoreRELEX, a Finnish supply chain optimization company, partnered with KICKS to implement AI-driven forecasting and replenishment platform. The solution helps improve inventory efficiency, reduce costs, and boost profitability through inventory reductions, waste reduction, and improved stock availability.
- PrideminorKICKS has been main sponsor of Pride events in recent years, supporting the pride that comes with being yourself. The partnership aligns with KICKS values of inclusion and diversity.
- TjejzonenminorMental health partnership where Tjejzonen conducts 10,000 support calls with young girls annually. KICKS supports this organization as part of their commitment to mental health and community well-being.
- BlueCallminorKICKS uses BlueCall's app to provide anonymous support calls and tools for employees to manage everyday challenges, supporting employee mental health and well-being.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
KICKS competitors and assessment
Company assessmentDirect peers
- Sephora: Global multi-brand beauty specialty retailer owned by LVMH, operating an omnichannel model across stores and e-commerce with curated brand assortments, loyalty programs, and in-store beauty experts — directly comparable to KICKS' value proposition and customer base.
- Douglas: Europe's largest multi-brand beauty retailer with a similar omnichannel store-and-online model and broad assortment of premium and indie brands. Douglas competes directly with KICKS for the same European beauty consumer and offers a clear public-market comparable.
- Ulta Beauty: US-listed multi-category beauty retailer combining mass, prestige, and salon brands across a large store footprint plus a strong loyalty program (Ultamate Rewards) — a close functional analogue to KICKS' mass-to-premium assortment and 3.5M-member Club.
- Space NK: UK-based premium multi-brand beauty specialist with curated assortment and expert-led service in stores. Comparable in customer targeting (beauty enthusiast), curated premium positioning, and store-as-experience model.
- Feelunique: European online multi-brand beauty retailer (now owned by Sephora/LVMH) — comparable curated beauty assortment and digital-first go-to-market, overlapping with KICKS' e-commerce and brand portfolio strategy.
- Bluemercury: US multi-brand beauty retailer (Macy's-owned) combining curated prestige assortment, in-store spa services, and beauty experts — directly analogous to KICKS' Treat by KICKS services-plus-retail hybrid model.
Broad incumbents
- Matas A/S: Danish publicly listed beauty and health retailer and KICKS' parent company (~270 stores in Denmark). Operates in the same product categories and customer base but on a different (Danish) geography and is now the broader portfolio vehicle after the 2023 acquisition.
- Boots: UK/Ireland health and beauty retailer with a beauty hall model, Advantage Card loyalty program, and broad mass-to-prestige assortment. Operates in an overlapping consumer space but as part of a much wider health-and-pharmacy portfolio.
Regional players
- Mecca Brands: Leading Australia/New Zealand multi-brand beauty retailer with strong loyalty program and curated prestige assortment. Same omnichannel specialty beauty model as KICKS, but operating in APAC rather than the Nordics.
Emerging players
- Nykaa: India-headquartered omnichannel beauty retailer with strong e-commerce, private-label expansion, and large loyalty base (Nykaa Pink/Black/Platinum). Comparable digital-first playbook and beauty-club monetization model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
KICKS social profiles
Digital presenceKICKS compliance and trust
Trust signalCompliance1 record
KICKS financial estimates
Financial estimateRevenue estimate
Valuation estimate
KICKS leadership team
Management profileNumber of profiles
Profiles2 records
KICKS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KICKS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KICKS
What does KICKS do?
KICKS operates an omnichannel beauty retail platform across the Nordics, selling makeup, skincare, fragrance, and haircare products from 450+ brands through 230 physical stores, the kicks.se e-commerce site, and a mobile app. It complements product sales with trained in-store beauty experts, professional beauty treatments (Treat by KICKS in 90 stores), a large loyalty program (KICKS Club, 3.5M+ members), and AI-driven personalization tools such as the Beautybot and Skin Analytics.
Is KICKS a public or private company?
KICKS is a private company. It is classified as corporate owned and is currently operating.
When was KICKS founded?
KICKS was founded in 1991. It employs 1,001 to 5,000 people.
Where is KICKS based?
KICKS is headquartered in Stockholm, Sweden, in the Europe region.
How does KICKS make money?
Two revenue lines are on record. Retail beauty products are the primary driver. The others are loyalty Program - KICKS Club.
Who are KICKS's main competitors?
Direct peers on record are Sephora, Douglas, Ulta Beauty, Space NK, Feelunique and Bluemercury. Broad incumbents are Matas A/S and Boots. Mecca Brands is listed as a regional player. Nykaa is listed as an emerging player.
Does KICKS have an API?
No public API is recorded for KICKS.