Sales
€583 M
(+24.3%)
# Stores
381
LFL
+8.5%
EBITDA
€59 M
(+39.4%)
CAPEX
€20 M
Highlights of the year
- App responsible for more than 50% of online revenues
- Opened the first brick-and-mortar store in Slovakia and reached a total of five stores outside Poland
- The HPP increased its importance by enhancing the possibility to access a higher range of products and to reinforce Hebe on key categories
- 220k+ followers on Instagram, over 600k followers on Facebook and already 59k followers on TikTok
Message from the Managing Director
Looking back, 2024 was an extremely challenging year for Hebe. We faced tougher market dynamics, with slowing consumption and extremely determined competition. Despite these challenges, Hebe came through, once again, with strong sales growth, solid market share gains and a substantial increase in profitability.
The year was marked by a boost on our online business, with e-commerce in Poland growing twice as fast as our offline channel and new markets evolving very positively. Hebe is undoubtedly a consolidated omnichannel retailer. Within our online strategy, the Hebe Partner Programme (HPP) has proven itself as a lever for growth and differentiation, allowing us to significantly reinforce our offer, in our quest to become the reference destination in health & beauty.
We maintain our vision to extend the banner’s reach throughout the Central and Eastern European region. One year after having launched Czechia and Slovakia’s operations, we opened in 2024 the first two brick & mortar stores in Slovakia, with another store inauguration in Prague, ending the year with five international brick-and-mortar stores.
We have also strategised and designed our future logistics setup, with the construction of our new distribution centre, in the South of Poland, already negotiated and underway. This investment, the largest in Hebe’s history, will be key to support our future growth, with a strong focus on digital and international.
Looking forward, next year will surely bring us additional challenges. However, I strongly believe that our resilience and uncompromised belief in our long-term vision will drive us to another successful year.
Sacha Djokic
CEO Hebe
More information on Hebe’s sustainability initiatives can be found in the “Sustainability” section of this Annual Report.
Performance
In 2024 Hebe maintained its determination to deliver on its targets despite the several market challenges faced. The Company increased sales with positive contribution from all core categories: Make-Up, Face Care, Hair and Fragrance. Sales grew by 24.3%, compared with the previous year, with an LFL of 8.5%.
Promotional activity was reinforced to drive sales, focusing on core categories. Hebe has become an international and digital retailer, operating in three countries and delivering fast growth.
In 2024, EBITDA increased to 59 million euros, 39.4% versus previous year. EBITDA Mg reached 10.2% (9.1% in 2023), despite significant competitive pressure and investment in new markets.
Net sales
(€ Million)
Against a backdrop characterised by increased competition and slower market growth, the Company continued to gain market share.
Online sales kept growing fast, representing 19% of total sales, with significant contributions from the HPP and international markets (Czechia and Slovakia). In 2024, we focused on improving customer experience by increasing the overall quality of our digital assets, namely with a new Customer Care Department and an enhanced loyalty programme.
The Company continued improving its offer as a driver of differentiation. Hebe aims to become the ultimate destination in health & beauty, increasing the assortment availability mainly online and through the HPP. The HPP gives access to a higher range of products and complements Hebe’s assortment in key categories.
The usage of the Mobile App has increased significantly, with sales through the App representing now more than 50% of total online revenues.
In 2024, Hebe brick-and-mortar stores were opened in both countries – Czechia and Slovakia –, in high traffic galleries, in order to help strengthening the digital value proposition.
Engaging and supporting vulnerable communities, the Company launched the 3rd edition of the original programme “Discover yourself with Hebe”. This initiative, organised jointly by Hebe and the One Day Foundation, enables the professional and social activation of young adult pupils of care and educational institutions to prepare to start their first job in Hebe stores throughout Poland. The aim of the programme is to help its participants to become independent by enabling employment and providing mentoring support from current Hebe employees.
For the fifth time, Hebe was a strategic partner of the TOP Women in e-business educational program. This program was created to support women in their professional development and to enable them to change their career path.
Awards and recognitions of note
Retail Champion 2024 with the highest consumer recommendation score: Retail Champion of the Year 2024 in the ‘Excellence in Technology’ category for innovative solutions in online shopping and mobile apps, and a special distinction for the greatest progress in the ‘Loyalty Programme’ category, awarded by European Conferences United, European Circular Retail Foundation and GfK Poland.
Drugstore of the Year 2024 awarded by wiadomoscikosmetyczne.pl website.
Awarded ‘The Service Quality Star 2024’ in the customer satisfaction survey conducted via the jakoscobslugi.pl website under Polish Service Quality Programme, in cooperation with SecretClient®.