Matalan continues transformation with new campaign and AW26 launch
Matalan has unveiled its 'Believe It's Matalan' platform, marking a major milestone in its transformation plans, as it looks to re-affirm its value proposition to customers.
The retailer is unveiling its latest campaign following a year of "customer-led transformation", which has seen it introduce a clearer value proposition across its product, stores and digital experience.
Under its newly unveiled 'Believe It's Matalan' platform, the retailer is looking to "challenge" customers' perceptions and showcase its refreshed focus on delivering "everyday style, quality and value".
Alongside updated stores and a new app, Matalan has unveiled its new autumn/winter collections across womenswear, menswear, kidswear and home, which feature a greater focus on fabric, fit, quality and design details.
The brand said that it had focused particularly on improving its denim, knitwear, outerwear and jersey offering, as well as its Souluxe sportswear proposition and Taylor & Wright men’s formalwear offer.
In June 2026 Matalan secured extensions to its existing debt facilities until mid-2029 from its anchor investor group to give the business more time to deliver its turnaround plan.
Part of the investment has been used to fund the retailer’s store transformation plans, which have seen 30 stores refurbished in 2026, with another 40 stores scheduled for FY27.
According to the brand, customers have been responding positively to its transformation changes, with refreshed stores outperforming the wider store estate by 12% in the year following their refresh, while online sales grew 10% in FY26.
In the 53 weeks to 28 February, Matalan's adjusted EBITDA increased by 24% to £69.4 million, while gross profit was up 6% to £538 million, helped by lower bought-in costs, reduced freight rates and favourable foreign exchange hedges.
In the first quarter of FY26, revenue grew 2% at the brand, with Q2 results showing that it has grown both in volume and value market share across clothing, footwear and accessories.
Other updates have seen the retailer complete the rollout of its new app, with 93% of existing users switching to the new platform within a month of launching it. The retailer also noted that the average order value was 4% higher than on the previous app and 10% higher than on the Matalan website.
Sarah Welsh, Chief Product, Brand & Commercial Officer at Matalan, said: “We’ve had a clear vision for a more modern Matalan for some time, shaped by what our customers have been telling us. This is a really exciting moment because that vision is now coming to life for customers. There’s been a huge amount of work to get here, and you can now see and feel the difference right across the Matalan experience.
“What’s most encouraging is that our customers are responding. Believe It’s Matalan gives us a chance to build on that – to surprise people, challenge some of the old perceptions of Matalan and show them what we have to offer today.”
As part of the campaign, Matalan is unveiling hand-painted murals in London and Liverpool, a red-box experiential pop-up at Westfield London, and an unbranded lookbook around London Fashion Week.
The retailer has seen a number of senior leadership changes ahead of launching its transformation programme. In August, Matalan Chief Executive Officer Henrik Nordvall announced that he would leave the business with immediate effect, with Karl-Heinz Holland appointed as Executive Chair. Holland had served as Chair since 2023 following a distinguished career in the retail and consumer goods sector, which included leading Lidl and Takko Fashion.
One month later, the retailer's Chief Operating Officer Phil Hackney also announced that he was leaving the business after three years. Matalan has not yet announced his replacement.
