Matalan, a leading UK fashion and homeware retailer, has reported strong early performance from its new app, marking further progress in its plans to accelerate digital growth and create a more connected experience for customers shopping online and in store.
Matalan’s first fully native app has recorded 1.76 million downloads since launching in August, with monthly active users growing by 10% month-on-month since launch. App orders increased 20% year-on-year in August and 28% in September, while conversion has reached 4.4%, ahead of its 3.4% target. Average order value is also 14% higher than on Matalan’s website.
The results build on a year of strong digital performance for Matalan, with online sales growing 10% in FY26. The new app is the latest step in the retailer’s ongoing investment in digital, providing a platform for further improvements to the customer experience.
Developed in partnership with mobile specialist Apadmi, the app has been built from the ground up around how Matalan’s customers want to shop, and offers a more intuitive, personalised experience.
Features include intelligent search to help customers find products more easily, richer product content and streamlined checkout through Apple Pay and Google Pay. The app also brings Matalan Me rewards and account information together in one place, making it easier for customers to access their benefits and personalised offers.
The app is designed to connect Matalan’s digital and physical shopping experiences. An in-store barcode scanning feature allows customers to check product details, availability and reviews using their phones, helping them move more easily between shopping in store and online.
Dre Nicolaides, digital director at Matalan, commented: “What’s particularly encouraging about the response to our new app is that customers aren’t just downloading it – they’re using it to shop, and we’re seeing that translate into stronger orders and conversion. It’s a really positive start and reflects the investment we’ve made in improving the digital experience.
“We’ve focused on making it easier and more enjoyable to shop Matalan, whether customers are shopping online or checking product information in store. The investment we’ve made in the technology also means we can keep introducing new features and responding more quickly to what customers want.
“We see significant potential to grow digital at Matalan, and the app will play an important part in that. These early results are encouraging, but we’ve got much more planned.”
Keeley Lee, client services director at Apadmi, commented: “We’ve worked closely with the Matalan team to create an app that delivers a better experience for customers and supports the business’s ambitions for digital growth. It’s been a great partnership, and seeing such encouraging early results makes it particularly rewarding. We’re looking forward to continuing our work together.”
