Apotek Hjartat
Apotek Hjärtat is Sweden's largest private pharmacy chain, operating over 400 stores and omnichannel e-commerce to dispense prescription and OTC medicines, health/beauty products, and pet care to Swedish consumers under the ICA Gruppen parent.
- Company typePrivate
- Founded2009
- HeadquartersSolna, Sweden
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Apotek Hjartat does
Apotek Hjärtat AB is Sweden's largest private pharmacy chain, operating more than 400 physical stores under a license from Läkemedelsverket (the Swedish Medical Products Agency) and serving mass-market Swedish consumers with prescription medications, over-the-counter health products, beauty/personal care, dietary supplements, and pet health items. Wholly owned by the ICA Gruppen conglomerate and headquartered in Sweden (Solna), the company runs an omnichannel model that combines physical retail with a full e-commerce platform (apotekhjartat.se), native iOS/Android apps, and an integrated loyalty program (Klubb Hjärtat) that shares bonus economics with the ICA Stammis grocery program via a joint customer database with ICA Sverige, ICA Banken, and ICA Försäkring.
Its core technology stack is a pharmacy retail operations platform linking prescription management (Mina Recept, accessed via BankID with national E-hälsomyndigheten integration for real-time prescription and high-cost protection data), e-commerce, last-mile delivery orchestration, and loyalty/CRM. Notable proprietary or co-built components include the Hjälproboten AI chatbot (built on Microsoft Azure OpenAI and trained on the company's health-advice knowledge base), a RELEX-driven AI promotional operations platform that connects marketing, supply chain, and finance functions, and a multi-carrier delivery layer spanning Instabox parcel lockers, Airmee evening delivery, PostNord, Early Bird morning delivery, Gordon temperature-controlled cold-chain delivery, and Bring same-day express. Prescription and OTC pricing is largely set within Sweden's national system (Tandvårds- och läkemedelsförmånsverket framework with a 3,800 SEK high-cost protection ceiling from July 2025), with e-commerce delivery surcharges (Instabox 29 SEK, Airmee 49 SEK, free over 299 SEK order value) and installment payment options via PayEx (in-store, Apotekskonto with 3,800–4,000 SEK annual credit limit) and Klarna (online). Beyond its four acquisitions including Vardapoteket i Norden (2013), the company continues to invest in automation, payment, and workforce-wellness initiatives such as the Vänskapstimme pilot.
Apotek Hjartat firmographics
Firmographics- Name
- Apotek Hjartat
- Legal name
- Apotek Hjärtat AB
- Website
- https://www.apotekhjartat.se/
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Apotek Hjärtat is Sweden's largest private pharmacy chain, operating over 400 stores and omnichannel e-commerce to dispense prescription and OTC medicines, health/beauty products, and pet care to Swedish consumers under the ICA Gruppen parent.
- Ownership category
- akta.pro rank
Apotek Hjartat industry classification
Industry- Product category
- Retail Pharmacy
- NAICS
- Pharmacies and Drug Retailers (456110), Health and Personal Care Retailers (456)
- SIC
- Retail-Drug Stores And Proprietary Stores (5912)
- akta.pro primary industry
- Retail & Community Pharmacies (Chain/Independent) (HLAFALAA)
- akta.pro secondary industries
- Health & Pharmacy Omnichannel (CRAFAEAK), Pharmacy & Health Essentials Delivery (CRAFAFAI)
Keywords
Where Apotek Hjartat is headquartered
LocationHeadquarters
- HQ city
- Solna
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Apotek Hjartat business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Prescription Medication Sales: Revenue from dispensing prescription (receptbelagda) medicines. Integrated with Sweden's national high-cost protection (högkostnadsskydd) system. Free prescription delivery is offered. E-recepts from E-hälsomyndigheten are processed through the national system.
- Over-the-Counter (OTC) Product Sales: Revenue from non-prescription pharmaceuticals, health and beauty products, dietary supplements, skincare, and personal care items sold both in-store and online. Wide assortment across categories including allergy, skincare, vitamins, travel, and medical devices.
- Klubb Hjärtat Loyalty and Bonus: Loyalty program generating revenue through member repeat purchases. Members earn bonus points on non-privacy-sensitive products and, with consent, on privacy-sensitive products. Bonus is integrated with ICA Stammis. The program drives customer retention and basket size.
- Delbetalning (Installment Payments): PayEx Flexibel delbetalning (flexible installment) for in-store purchases. An Apotekskonto (pharmacy account) allows customers to spread payments over time with credit limits of 3,800 SEK (linked to high-cost protection ceiling) or 4,000 SEK per year. Klarna provides online installment payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard prescription pricing linked to national TLV framework |
| Transaction based/ take rate | Pay-as-you-go | PayEx Flexibel delbetalning for in-store purchases |
| Unit Pricing | Pay-as-you-go | E-commerce delivery options |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels5 records
Apotek Hjartat product offering
Product offeringCore offering
Apotek Hjartat is Sweden's largest private pharmacy chain, operating over 400 physical stores alongside an e-commerce platform and mobile app. The company sells prescription medications (processed through Sweden's national E-hälsomyndigheten system) and a wide range of over-the-counter health, wellness, beauty, and personal care products. Its core offering combines retail pharmacy dispensing with digital prescription management, free prescription home delivery, a Klubb Hjärtat loyalty program, and pharmacist consultation services.
Product overview
Apotek Hjärtat operates as Sweden's largest private pharmacy chain with over 400 stores and a comprehensive e-commerce platform. The core offering consists of prescription medications and non-prescription health/beauty products (handelsvaror). Digital products include Mina Recept (online prescription management), the Hjälproboten AI chatbot for customer service, the Apotek Hjärtat App for mobile access, and Klubb Hjärtat loyalty program. Supporting services include multiple delivery options (Instabox, Airmee, PostNord, Gordon), installment payment solutions (PayEx, Klarna), and integration with ICA Stammis for combined loyalty benefits. The company serves customers through physical stores, e-commerce, mobile app, and AI-powered chat support.
Differentiator
Problem solved
Functional benefit
Products and services
- Prescription Medications (Receptbelagda Läkemedel) Full range of prescription medications with online ordering, home delivery, and in-store pickup. Includes prescription management for adults, children, teenagers, and pets, integrated with Sweden's national E-hälsomyndigheten prescription database.
- Over-the-Counter (OTC) Products (Handelsvaror) Over-the-counter health, wellness, beauty, and personal care products including allergy relief, skincare, vitamins and supplements, oral care, hair care, travel health, intimate care, wound care, pain and fever relief, eye and ear care, and pet care products. Available in physical stores and online.
- Mina Recept (My Prescriptions) Online prescription management platform allowing customers to view, order, and track prescriptions, including those for children (ages 0-12), pets, and others via power of attorney. Includes prescription history, high-cost protection tracking, and pharmacist consultation access.
- Hjälproboten (AI Chatbot) AI-powered chatbot providing 24/7 automated customer assistance on apotekhjartat.se. Built on Microsoft Azure OpenAI, helps customers find information about products, services, prescriptions, and health advice, and includes automated complaint handling.
- Klubb Hjärtat (Loyalty Program) Customer loyalty program offering bonus points on purchases, personalized offers, and integration with ICA Stammis for combined bonus accumulation across Apotek Hjartat and ICA stores. Members earn bonus on non-privacy-sensitive products automatically and on privacy-sensitive products with consent.
- Apotek Hjärtat Mobile App Mobile application for iOS and Android enabling prescription management, order tracking, high-cost protection monitoring, and push notifications for prescription availability and expiring coverage periods.
- Delbetalning (Installment Payment) Flexible payment solutions including PayEx Flexibel delbetalning for in-store purchases and Klarna for online purchases. Apotekskonto offers credit limits of 3,800 SEK or 4,000 SEK annually tied to Sweden's high-cost protection ceiling.
- Frakt & Leverans (Shipping & Delivery) Multiple delivery options including express pickup at pharmacy (within 2 hours), Instabox parcel lockers, Airmee same-day evening delivery, PostNord home delivery, Early Bird morning delivery, and Gordon temperature-controlled delivery for cold-chain medications. Svanen-labeled sustainable delivery option available.
- Hälsosystem (Health Advice & Tips) Health information and advice content across categories including allergy, skincare, vitamins, cold/flu, oral care, and travel health, with product recommendations and wellness guidance for consumers.
- Generic Drug Substitution (Utbyte av Läkemedel) Generic substitution service where pharmacists offer cost-effective alternatives to prescribed medications, regulated by TLV (Dental and Pharmaceutical Benefits Agency) as part of Sweden's high-cost protection system.
Quantifiable outcome
- Reduced manual work by 48 hours per promotion cycle through AI-driven platform implementation
- +1 more outcomes
Companies that use Apotek Hjartat
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Apotek Hjartat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability2 records
Feature4 records
Apotek Hjartat partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- RELX SolutionscoreApotek Hjärtat implemented RELX's unified AI-driven platform connecting marketing, supply chain, and finance functions. The platform consolidated promotional operations onto a single system, reducing manual work by 48 hours per promotion cycle, decreasing data errors, and improving campaign availability across all stores and e-commerce channels.
- PayEx Sverige ABcorePayEx provides Flexibel delbetalning (flexible installment payment) for in-store pharmacy purchases at Apotek Hjärtat. Customers can split payments via an Apotekskonto with credit limits of 3,800 SEK or 4,000 SEK per year. PayEx also provides digital application via BankID and physical paper application. Annual interest rate 21% (as of June 2026).
- KlarnaminorKlarna provides installment payment options for online purchases at apotekhjartat.se, allowing customers to pay in installments for e-commerce orders under Klarna's terms.
- Min DoktorminorMin Doktor provides online prescription renewal services accessible through Apotek Hjärtat's platform. Customers can renew prescriptions quickly through Min Doktor when needed, with referrals made via apotekhjartat.se.
- InstaboxcoreInstabox provides parcel locker delivery for Apotek Hjärtat e-commerce orders. Orders delivered to customers' chosen Instabox locker with real-time SMS tracking and opening code. 29 SEK (free over 299 SEK). Free for prescription orders. 3-day locker storage.
- AirmeecoreAirmee provides evening home delivery (17:00-22:00) for Apotek Hjärtat e-commerce orders. Real-time tracking and live communication with courier. Personal ID required for medication orders. Available in Stockholm, Gothenburg, and Malmö. 49 SEK (free over 299 SEK).
- GordoncoreGordon provides temperature-controlled home delivery for cold-chain medications. Delivery between 12:00-22:00 on weekdays, with reduced hours on weekends. Available across most Swedish counties. PIN-based personal handoff required. Real-time driver tracking.
- PostNordcorePostNord provides multiple delivery options for Apotek Hjärtat including home delivery, service point/personal collection, and letterbox delivery. 7-day pickup window at service points. Svanen-certified eco-delivery option available. Real-time tracking via PostNord app.
- Bring (PostNord)minorBring provides same-day express home delivery for Apotek Hjärtat in Stockholm, Gothenburg, and Malmö. Free for prescription orders. Personal receipt required. Pickup and packing from local store.
- ICA Sverige ABcoreICA Sverige is part of the ICA Gruppen parent company. Apotek Hjärtat shares a common customer database with ICA Sverige (and ICA Banken, ICA Försäkring). Klubb Hjärtat loyalty program is integrated with ICA Stammis, allowing members to earn and use bonus across both pharmacy and ICA grocery retail. Shared data includes bonus transactions and purchase totals (not individual product data).
- ICA BankenminorICA Banken participates in the joint loyalty arrangement with Apotek Hjärtat (Klubb Hjärtat) and ICA. Bonus data and limited purchase information is shared between entities for loyalty administration. ICA Banken bonus card holders can use bonus benefits across the ecosystem.
- Microsoft Azure OpenAIcoreApotek Hjärtat's Hjälprobot (AI chatbot) is built on Microsoft Azure OpenAI technology. The chatbot uses artificial intelligence to help customers find information on apotekhjartat.se from Tips and advice and customer service pages. Usage must comply with Microsoft's terms and code of conduct.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Apotek Hjartat competitors and assessment
Company assessmentDirect peers
- Doz Apotek: Swedish pharmacy chain competing in both physical and digital channels. Directly comparable mid-tier pharmacy peer serving the same Swedish retail and prescription customer base.
- LloydsApotek: Swedish pharmacy chain owned by McKesson Europe. Operates a comparable physical-plus-digital pharmacy retail model targeting the same Swedish consumer base as Apotek Hjärtat.
- Apoteket AB: Sweden's state-owned pharmacy chain operating physical stores and e-commerce. Directly comparable to Apotek Hjärtat in product offering (Rx and OTC), customer base, and omnichannel model, with the key distinction of state ownership providing policy and infrastructure advantages.
- DocMorris: European online pharmacy platform with a strong Swedish presence. Competes with Apotek Hjärtat primarily on prescription fulfillment and OTC via direct-to-consumer e-commerce, with a different cost structure.
- Apotea: Sweden's leading online-only pharmacy, often cited as a disruptor. Comparable in product range (Rx and OTC) but competes via a pure-play e-commerce model, pressuring Apotek Hjärtat's physical-store economics.
- Kronans Apotek: One of Sweden's largest private pharmacy chains, owned by Oriola Corporation. Directly competes with Apotek Hjärtat across physical pharmacy retail, OTC, and prescription dispensing in the Swedish market.
Broad incumbents
- Boots (Walgreens Boots Alliance): Large UK pharmacy and health/beauty retailer with broader international operations. Comparable on pharmacy retail and OTC assortment, but operates at much larger scale and broader geographic footprint than Apotek Hjärtat.
Emerging players
- Meds.se: Swedish online pharmacy platform focused on prescription fulfillment and OTC e-commerce. Comparable on digital prescription ordering, though smaller scale than Apotek Hjärtat.
- Shop Apotheke Europe: European online pharmacy platform operating across Germany and other EU markets. Comparable in OTC e-commerce and direct-to-consumer pharmacy model, providing a benchmark for online pharmacy unit economics.
Others
- ICA Maxi (grocery/parent context): Sister brand within ICA Gruppen that shares the Klubb Hjärtat / ICA Stammis loyalty integration. While not a direct competitor, ICA Maxi's grocery footprint and shared customer data are central to Apotek Hjärtat's loyalty moat and competitive positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Apotek Hjartat social profiles
Digital presenceApotek Hjartat compliance and trust
Trust signalCompliance3 records
Apotek Hjartat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apotek Hjartat leadership team
Management profileNumber of profiles
Profiles2 records
Apotek Hjartat funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apotek Hjartat M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Apotek Hjartat
What does Apotek Hjartat do?
Apotek Hjartat is Sweden's largest private pharmacy chain, operating over 400 physical stores alongside an e-commerce platform and mobile app. The company sells prescription medications (processed through Sweden's national E-hälsomyndigheten system) and a wide range of over-the-counter health, wellness, beauty, and personal care products. Its core offering combines retail pharmacy dispensing with digital prescription management, free prescription home delivery, a Klubb Hjärtat loyalty program, and pharmacist consultation services.
Is Apotek Hjartat a public or private company?
Apotek Hjartat is a private company. It is classified as corporate owned and is currently operating.
When was Apotek Hjartat founded?
Apotek Hjartat was founded in 2009. It employs 5,001 to 10,000 people.
Where is Apotek Hjartat based?
Apotek Hjartat is headquartered in Solna, Sweden, in the Europe region.
How does Apotek Hjartat make money?
Four revenue lines are on record. Prescription Medication Sales are the primary driver. The others are over-the-Counter (OTC) Product Sales, klubb Hjärtat Loyalty and Bonus and delbetalning (Installment Payments).
Who are Apotek Hjartat's main competitors?
Direct peers on record are Doz Apotek, LloydsApotek, Apoteket AB, DocMorris, Apotea and Kronans Apotek. Boots (Walgreens Boots Alliance) is listed as a broad incumbent. Emerging players are Meds.se and Shop Apotheke Europe. ICA Maxi (grocery/parent context) is listed as an others.
Does Apotek Hjartat have an API?
No public API is recorded for Apotek Hjartat.
What industry is Apotek Hjartat in?
Apotek Hjartat's product category is Retail Pharmacy. Its primary akta.pro industry code is HLAFALAA, Retail & Community Pharmacies (Chain/Independent), with a secondary code of CRAFAEAK, Health & Pharmacy Omnichannel. Its NAICS code is 456110 and its SIC code is 5912.