Life Europe AB

Name

Life Europe AB

Legal name

Life Europe AB

Website

http://www.lifebutiken.se

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Health and wellness retail

NAICS

Food (Health) Supplement Retailers (456191), Specialty Food Retailers (4452)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Probiotics & Digestive Health Supplements (CRADAGAF), Weight Management & Metabolic Supplements (CRADAGAG), Healthy Aging & Longevity Lifestyle Coaching (HSADAGAK)

Keywords

• Health supplements retail
• Vitamins and minerals
• Wellness products
• Health food store
• Personal care products

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail product sales: Sale of health supplements, vitamins, minerals, beauty products, food & beverages, and fitness products through physical stores and online shop. Wide product assortment from both third-party brands and own brand (Life Exclusive).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Life Europe AB operates a Nordic health retail chain (Life / Life Hälsokost) of approximately 130 stores in Sweden and Norway complemented by the lifebutiken.se e-commerce platform. It sells dietary supplements, vitamins, minerals, omega-3, collagen, skincare, hair care, food & beverages, and fitness products from more than 200 third-party brands and its own Life Exclusive private-label line, supported by personal in-store health counseling from trained 'Life experts' and a loyalty program (Life Club).

Product overview

Life Europe AB operates lifebutiken.se, a Nordic health retail chain with approximately 130 stores in Sweden and Norway. The product portfolio centers on dietary supplements (vitamins, minerals, omega-3, collagen, specialty formulas) and personal care (skincare, hair care, hand care). The company offers private-label products under the Life Exclusive brand including Life Hårform (hair supplement), Life Balance PMS (hormonal support), Brain Magnesium (cognitive support with Magtein®), and Life Aloe Vera (skincare gel and spray). Third-party brands include VitaYummy (gummy supplements), Bruns (hair care), and approximately 200+ other health and wellness brands. The business model combines e-commerce with physical retail, supported by a loyalty program (Life Club) and health education content (Life Guide).

Differentiator

Problem solved

Functional benefit

Brands

• Life exclusive: Exclusive private label brand for health and wellness products
• Life Sport

Products and services

• Life Hårform (Hair Form) Vegan dietary supplement under the Life Exclusive private label containing vitamins, plant extracts, the amino acid lysine, and zinc to support healthy hair, skin, and nails by promoting scalp circulation.
• Life Balance PMS Vegan Life Exclusive supplement combining plant extracts (Dong Quai, pollen RCT Fem™ Meno, TrueBroc® broccoli), vitamin B6, and minerals (magnesium, zinc, iodine) to support hormonal balance during the menstrual cycle.
• Life Aloe Vera Gel Organic Life Exclusive aloe vera gel (99% purity) sourced from northeastern Mexico with 200 active substances including 18 amino acids, providing cooling and soothing relief for skin irritations, sunburn, and dry skin.
• Life Aloe Vera Spray Life Exclusive spray containing 92% organically cultivated aloe vera that cools and refreshes sunburned skin, absorbs quickly, and is suited for travel use.
• Brain Magnesium Life Exclusive supplement containing the patented magnesium form Magtein® (magnesium L-threonate) engineered to cross the blood-brain barrier, supporting focus, memory, learning, stress management, and alertness.
• VitaYummy Magnesium Citrate Gummies Vegan lemon-flavored gummy supplement containing magnesium citrate, free from artificial colors, flavors, and sweeteners, supporting normal muscle function and bone health.
• VitaYummy Omega 3 & Alg Gummies Peach-flavored vegan gummy supplement providing DHA and ALA from algae and flaxseed, supporting normal brain function, vision, and cholesterol levels.
• Bruns Schampo N°04 Magisk Citrus Deep-cleansing detox shampoo with a citrus scent, suitable for all hair types and especially oily scalps, providing volume and a fresh fragrance.
• Life Club Loyalty Program Free customer loyalty program granting a 10% welcome discount, bonus points on purchases, and exclusive member-only offers and promotions across Life's stores and online shop.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Naturkompaniet: Swedish health food and supplement store chain owned by Midsona, operating physical retail across Sweden. Directly comparable to Life Europe AB in assortment (vitamins, supplements, natural health), target customer (health-conscious consumers), and omnichannel model.
• Bodystore: Pure-play Nordic online retailer of vitamins, supplements, and sports nutrition. Competes with Life on assortment and price for the same health-conscious consumer, but lacks Life's 130-store physical footprint and personal health counseling.
• Gymgrossisten (Stronger): Nordic online and physical retailer specializing in sports nutrition, protein supplements, and training accessories. Overlaps with Life's Life Sport sub-brand and fitness-segment customer base.

Regional players

• Matas: Listed Danish drugstore and health-and-beauty retailer with a strong store network. Comparable to Life in retail format and personal-care assortment, but primarily serves Denmark rather than the Swedish/Norwegian market Life dominates.
• Helsam: Danish health food store chain with physical retail and own-brand supplements. Operates in a similar category and with a similar store-based model, but is anchored in Denmark rather than Sweden/Norway, making it a regional rather than direct competitor.

Broad incumbents

• Holland & Barrett: Large UK-headquartered health and wellness retailer with a substantial European store footprint and own-brand supplements. Operates broadly in the same category as Life but at a much larger scale and with a different geographic anchor.
• iHerb: Global direct-to-consumer online retailer of supplements, vitamins, and natural health products. Competes with Life primarily on price and assortment breadth online but has no Nordic physical presence.
• Apotek Hjärtat: Leading Swedish pharmacy chain that retails vitamins, supplements, and OTC health products alongside prescription medications. A broad incumbent that overlaps with Life on supplements and personal-care but specializes in pharmaceutical retail.

Emerging players

• Vitamin Well: Nordic functional beverage brand with growing retail distribution in Sweden and Norway. Adjacent to Life's category (wellness) and shares shelf space in the same retail environment, but is a brand/supplier rather than a multi-brand retailer.
• Lyko: Publicly listed Nordic beauty and wellness retailer with a strong e-commerce platform and growing physical presence. Overlaps with Life on beauty-from-within supplements and personal care but is anchored in beauty rather than core health supplementation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Life Europe AB