Natura

Natura is one of Poland’s leading beauty retailers, operating over 200 physical stores across the country along with an online shop under the “Natura” brand. The company’s extensive product portfolio includes a variety of items across categories such as Hygiene, Perfume, Make-up, Face & Body, and Haircare, featuring both well-known international brands and Natura’s own high-quality private labels. With a workforce of around 1,000 employees, Natura generates revenues of approximately EUR 100 million

Strategy
Mutares began developing a comprehensive turnaround program, focus both on commercial and operational aspects. The main items of this program to push revenues will include the development of a new commercial strategy and value proposition for all Natura stores and to increase online sales, including portfolio optimization and subsequent expansion, new marketing and pricing strategies.
Operationally, there are several poorly performing stores unlikely to achieve profitability, even with a new commercial strategy and renegotiated rental terms. Our goal is to relocate each store within three months of closure to leverage the existing customer base and local familiarity. Apart from this, significant cost savings are expected by adjusting the logistic model, where we plan to terminate Pelion’s warehouse lease, transfer main distribution centre and outsource all warehousing processes to an efficient external operator and conduct a new tender and consolidate transport services with one provider. In parallel, Mutares collaborates with the local team to carve out certain indirect functions, e.g., payroll, finance and IT.