Matalan's new native mobile app drives digital growth

UK fashion and homeware retailer Matalan has reported strong early performance from its new native mobile application, marking progress in its plans to accelerate digital expansion and create a connected experience for customers online and in store.

Developed in partnership with UK mobile agency Apadmi, the retailer’s first fully native app has recorded 1.76 million downloads since launching in August. Monthly active users have grown by 10 percent month-on-month since the initial rollout.

Order volume placed via the app increased 20 percent year-over-year in August and 28 percent in September, while the conversion rate reached 4.4 percent, surpassing the company’s internal target of 3.4 percent. The average order value generated through the application is also 14% higher than orders placed directly on Matalan’s website.

Andreas Nicolaides, digital director at Matalan, stated: “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."

“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.”

Ongoing investment in digital channel

The early results build on digital performance for the business, following a 10 percent increase in online sales during full year 2026 (FY26). The platform serves as the base for further infrastructure investments designed to refine customer experience across channels.

Built on customer browsing behavior, the native mobile application integrates search functionality, expanded product media content and streamlined checkout options, including Apple Pay and Google Pay. The platform consolidates reward points and account data under the Matalan Me loyalty program into a unified dashboard, enabling targeted promotion distribution.

To align e-commerce capabilities with brick and mortar locations, the application features an in-store barcode scanner. The function allows shoppers to inspect product specifications, review cross-location stock inventory and access customer reviews via mobile devices while browsing retail floors.

Keeley Lee, client services director at Apadmi, added: “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.”