Matalan has reported “strong” early results from its new app, with orders increasing by 28% year-on-year in September as the fashion and homeware business continues to invest in digital growth.
The company’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. App orders increased by 20% year on year in August and 28% in September, while conversion reached 4.4%, ahead of its 3.4% target. Average order value was 14% higher than on Matalan’s website.
The performance builds on a 10% increase in online sales in FY26, with the app forming part of Matalan’s wider investment in its digital offering and customer experience.
The app includes intelligent search, enhanced product information and streamlined checkout through Apple Pay and Google Pay. It also brings together the retailer’s Matalan Me loyalty programme, account information and personalised offers.
An in-store barcode scanning feature allows customers to check product details, availability and reviews on their phones, connecting the retailer’s online and physical shopping experiences.
Dre Nicolaides, Digital Director at Matalan, said: “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.”
The launch comes as Matalan continues its wider turnaround, with investment spanning its stores, product offering and digital operations. In March, the retailer secured a further £25 million funding commitment from its investors to support investment across these areas, while its existing debt facilities were extended to 2029 in June.
Matalan narrowed its pre-tax loss to £54.7 million in the year to February, while adjusted EBITDA increased by 24% to £69.4 million.