Annual review 2020

Our group companies


During a challenging year, KICKS continued to strengthen and develop its market position, among other things through major e-commerce investments. The result is 63 percent online growth with strengthened profitability. 


KICKS continued to invest in meeting the customer digitally. The company increased market investments, strengthened personalization, payment and delivery methods and further developed the website with new design and functionality, all aimed at giving customers the most relevant offers. KICKS also ensured customer service can help customers place orders and make purchases more efficiently, something that has been particularly valuable in simplifying e-commerce for customer groups with limited e-commerce experience during the first spread of the virus.

A new initiative to strengthen the digital shopping experience is Live Shopping, a channel providing the opportunity to interact with customers in a totally new way, has proven to be appreciated and effective.

“Within a year’s time, four new brands were launched”

New brands

To strengthen its unique and sustainable customer offering with cutting edge products, the company continued to develop its own brands. Within a year’s time, four new brands were launched, the largest of which is BeautyAct by KICKS. 


KICKS has continued to refine its store portfolio. Among other things, it strengthened its leading position in Norway with new establishments, for example in central Oslo at Karl Johan, and selected stores have expanded their areas.

During the year, the company, via KICKS Labs, launched new service solutions in stores, such as call & collect and self-checkout. These will continue to be rolled out next year at the same time as new solutions will be launched.

KICKS Conscious 

KICKS launched Conscious, a conscious product range making it easier for customers to make smart choices regarding sustainability. Among other things, the curated range is based on contents, and how and where products are produced. 

One initiative KICKS continues to invest in is the collection of cosmetic waste. Collaborations with new municipalities and waste companies have begun, meaning more stores can receive cosmetic waste.


After succeeding in a tough 2020 through e-commerce and maintaining sales, KICKS continues its omni-commerce journey, focusing on e-commerce and in-store service.

The facts

KICKS is the leading beauty chain in the Nordic region and offers an omni-channel concept with products and services in makeup, fragrance, skincare and hair care.

Ownership: 100%

Number of employees: 1,220


KEY RATIOS, MSEK 2020 2019
Net sales 3,314 3,351
ProfitAX 37 11
Profit/loss after net financial items 23 -4