- 2023, despite the ongoing uncertainty and economic slowdown, was a very solid year for Hebe.
- The company recorded a significant increase in sales, developed its online business and increased its market share. Over the last three years, we have managed to double our business.
- In 2023, the brand developed online sales in the Czech Republic and Slovakia, and two subsidiaries, Hebe Cesko and Hebe Slovensko, were established. Hebe Cesko opened two flagship stores in Prague.
In its financial report, the company emphasizes that another year of solid growth and increasing profitability has shown that the company is ready to further strengthen Hebe's position on the beauty market in Central and Eastern Europe.
– Based on the three pillars of the company: Beauty, Digital and International, we are consistently approaching the leadership position in our category – the company said.
Hebe network results. Turns loss into profit
In the calendar year 2023, Hebe recorded an increase in sales of goods by PLN 441.5 million (26.3%), and the LFL index was 17% (the LFL index includes online sales).
As part of its omnichannel strategy, Hebe continues to focus on the program
loyalty to increase customer engagement, improve customer retention, purchase frequency and shopping cart. In 2023, the number of members of the "Moje Hebe" program was 3.7 million.
As a result of investment activities, the gross value of the company's fixed assets increased by PLN 38.45 million in the financial period.
Average employment in the company during the financial period was 3,640 people (average 3,348 people in 2022).
The company's net loss for the financial period from January 1, 2022 to December 31, 2022 amounted to PLN 20.7 million. and net profit for 2023 is PLN 14.46 million.
Hebe's competitive environment. Rossmann opened 113 stores, Natura closed 28
The company writes that the drugstore and pharmaceutical industry in Poland is dynamic and characterized by strong competition. In recent years, there has been a trend of increasing importance of e-commerce in this industry, which encourages traditional chains to invest in the development of their own online platforms and delivery services.
The cosmetics market in 2023 recorded an increase of 13.9% compared to 2022 (January to December). Hebe's market share in value increased from 9.9% in 2022 to 10.7% in 2023.
Rossmann opened 113 stores in the calendar year 2023 and ended the year with 1,782 drugstores. Natura closed 28 stores in 2023, and at the end of December last year it had 222 drugstores.
Hebe go global
In 2024, Hebe plans to open a total of 35 new stores.
– In new markets, we are working on building brand awareness and increasing demand, using the unique Hebe concept, now also supported by newly opened flagship stationary stores. It is planned to open 5 more stores by subsidiaries in the Czech Republic and Slovakia.
In 2024, we assume that Hebe will continue to increase its profitability by developing its operations in Poland and gradually gaining importance on international markets – we read in the report.
