Clearwater International Denmark advises Firtal Group on its sale to Matas

Clearwater International Denmark has advised Firtal Group ApS (Firtal), the owner of a portfolio of e-commerce stores and brands within the health and wellbeing space, on its sale to Matas A/S (Matas).

Firtal is a leading digital retailer of own branded and third-party products operating primarily within selected niche e-commerce verticals. Firtal has successfully developed a culture of embracing innovation and entrepreneurship through the development of its talented staff, allowing the business to become champions within digital retailing. Firtal operates nine different niche e-commerce stores, the largest being, a renowned leading Danish player within the online market for wellbeing products.

Matas is a large health and beauty retailer in Denmark offering a distinctive one-stop retail concept which provides a broad range of health, beauty, household and personal care products. The Matas chain comprises of approximately 280 stores in Denmark, as well as an online store.