Sirowa Group
SIROWA Group is a privately held European wholesale distributor of health, beauty and pharmaceutical products, operating across 12 countries with ~600 employees and representing 80+ brands across Cosmetics, Salon Pro (exclusive Wella partner), Pharma, Dental and Health divisions.
- Company typePrivate
- Founded1990
- HeadquartersRiga, Latvia
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Sirowa Group does
SIROWA Group is a privately held European wholesale distributor of health and beauty care products, founded in 1990 by Dr. Juergen Warzecha in Lithuania and now operating through wholly-owned subsidiaries in 12 countries across Northern, Central and Eastern Europe (Finland, Estonia, Latvia, Lithuania, Poland, Czech Republic, Slovakia, Hungary, Romania, Bulgaria, Germany and Austria). The company runs five operating divisions — Cosmetics, Salon Pro, Pharma, Health and Dental — representing 30+ producers and managing 80+ brands for 4,500+ active B2B customers, with close to 600 employees. Its Salon Pro franchise is anchored by an exclusive distribution arrangement with Wella Company across 6 countries (Estonia, Latvia, Lithuania, Czech Republic, Slovakia, Hungary), originally won in Estonia in 1994 and progressively replicated; this is supplemented by 6 dedicated Wella Studios that deliver professional hairdressing education and training, creating a service moat around the underlying product distribution.
Sirowa Group firmographics
Firmographics- Name
- Sirowa Group
- Legal name
- A/S "Sirowa Riga"
- Website
- https://sirowa.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- SIROWA Group is a privately held European wholesale distributor of health, beauty and pharmaceutical products, operating across 12 countries with ~600 employees and representing 80+ brands across Cosmetics, Salon Pro (exclusive Wella partner), Pharma, Dental and Health divisions.
- Ownership category
- akta.pro rank
Sirowa Group industry classification
Industry- Product category
- Health and Beauty Care Distribution
- NAICS
- Drugs and Druggists' Sundries Merchant Wholesalers (42421)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Sirowa Group is headquartered
LocationHeadquarters
- HQ city
- Riga
- HQ country
- Latvia
- HQ region
- Europe
Offices11 records
Markets served
Sirowa Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Wholesale Distribution: SIROWA operates as a wholesale dealer of health and beauty care products, distributing cosmetics, salon professional products, pharmaceuticals, health products, and dental supplies to retailers, salons, pharmacies, and healthcare providers across 12 European countries. Revenue comes from margins on product distribution and brand management services.
- Own Brand Products (Pulsaar): SIROWA develops and sells their own branded products including Pulsaar Active sports and rehabilitation wear featuring Infra Reflect technology, sold through their own e-commerce platform (pulsaar.eu) and potentially through retail partners.
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Sirowa Group product offering
Product offeringCore offering
Sirowa Group is a European wholesale distributor of health and beauty care products, distributing cosmetics, salon professional, pharmaceutical, health, and dental products across 12 countries through a dedicated field force. The company manages 80+ brands from 30+ producers and serves 4,500+ active customers including pharmacies, drugstores, beauty retailers, salons, and dental clinics, while operating an own consumer brand (Pulsaar Active).
Product overview
Sirowa Group is a wholesale distributor of health and beauty care products operating across 12 European countries. The company offers a multi-division portfolio: Cosmetics Division distributes prestige and fashion fragrances, cosmetics, skin care, and hair care products from global brands; Salon Pro Division provides professional hair care products through exclusive Wella Company partnerships with 6 Wella Studios for training; Pharma Division handles pharmaceutical products with full-service marketing, sales, regulatory affairs, and logistics; Health Division offers Pulsaar Active sports and rehabilitation products featuring Infra Reflect technology; and Dental Division distributes dental products including CAD/CAM software and operates SIROWA Dental Clinic. The company also provides field force services, regulatory affairs services, and operates logistics centers across its markets.
Differentiator
Problem solved
Functional benefit
Brands
- Pulsaar Active: Sports and rehabilitation product line featuring Infra Reflect mineral recovery technology for joint supports and recovery textiles
- SIROWA Dental Clinic
- Wella Studios
- SIROWA Pharma
- SIROWA Dental
Products and services
- Pulsaar Active Own-brand health and beauty product line from Sirowa Group, sold through the company's B2C e-commerce channel to individual consumers.
- Multi-brand wholesale distribution services Wholesale distribution and brand management services delivering 80+ brands from 30+ producers to 4,500+ retail and professional customers across 12 European countries in categories including cosmetics, salon professional, pharmaceutical, health, and dental.
Quantifiable outcome
- Delivery within 72 hours across markets
- +3 more outcomes
Companies that use Sirowa Group
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles1 record
Sirowa Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Sirowa Group partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- WELLA CompanycoreExclusive partnership with WELLA Company in 6 countries (Estonia, Latvia, Lithuania, Czech Republic, Slovakia, Hungary) for professional hair care products distribution. Success story began in 1994 in Estonia and has been replicated across other markets. SIROWA operates 6 Wella Studios for professional hairdressing education and training.
- RPM PharmacorePartner company that suggested joint supports for founder Dr. Juergen Warzecha during his rehabilitation. This partnership led to the development of Pulsaar Active brand with Infra Reflect technology. RPM provided the initial joint supports that showed superior approach to traditional orthopedic supports.
- ABC (Pharma)minorPharmaceutical partner in SIROWA Pharma division covering Poland, Czech Republic, Slovakia, Hungary, Finland and Baltic countries.
- Bausch HealthminorGlobal pharmaceutical company partner in SIROWA Pharma division.
- Queisser Pharma GermanyminorGerman pharmaceutical company partner in SIROWA Pharma division.
- DENTSPLY SIRONA ImplantscoreAuthorized distributor of DENTSPLY SIRONA Implants - a leading global dental implant manufacturer. Products are trusted by leading dental professionals worldwide.
- GEISTLICH BiomaterialscoreAuthorized distributor of GEISTLICH Biomaterials for dental applications.
- SEPTODENTcoreAuthorized distributor of SEPTODENT dental products.
- iTerominorAuthorized distributor of iTero digital scanning solutions for dental professionals.
- USTOMED InstrumentsminorAuthorized distributor of USTOMED dental instruments.
- BTI Biotechnology InstituteminorAuthorized distributor of BTI Biotechnology Institute dental products.
- ZUMAX MedicalminorAuthorized distributor of ZUMAX Medical dental equipment.
- ELOS MedtechminorAuthorized distributor of ELOS Medtech dental products.
Scale indicators8 records
Recent moves14 records
Expansion highlights6 records
Sirowa Group competitors and assessment
Company assessmentBroad incumbents
- Alliance Healthcare (Walgreens Boots Alliance): Pan-European pharmaceutical wholesaler and distributor owned by Walgreens Boots Alliance. Directly comparable to SIROWA's pharma division as a multi-country drug wholesaler, though Alliance operates at much larger scale and broader geographic scope.
- Phoenix Group: One of the largest pharmaceutical wholesalers in Europe, operating across multiple countries with full pharma distribution and retail pharmacy networks. Directly comparable to SIROWA's pharma division but at significantly greater scale and European breadth.
- McKesson Europe: European arm of McKesson Corporation, one of the world's largest pharmaceutical distributors with operations across continental Europe. Comparable to SIROWA's pharma logistics and GDP-compliant distribution model.
- Coty Inc. Global beauty company owning prestige fragrance and color cosmetics brands (including several that appear in SIROWA's portfolio such as Hugo Boss, Calvin Klein, Gucci). Operates brand-side while SIROWA handles distribution-side — adjacent in the same value chain.
- Douglas Holding: Europe's leading beauty retailer operating 1,800+ stores across 25 countries. Operates downstream of SIROWA's cosmetics distribution business and serves overlapping brand portfolio and customer base across multiple European markets.
- Henry Schein: Global distributor of dental and medical supplies serving dental professionals across multiple countries. Comparable to SIROWA's Dental division in the distribution of implants, instruments, and consumables to dental clinics.
- Patterson Companies: Leading North American dental and animal health distributor with growing international presence. Comparable to SIROWA's Dental division in supplying dental practices with equipment, implants, and consumables.
Others
- WELLA Company: SIROWA's exclusive distribution principal in 6 CEE countries. While a principal rather than competitor, WELLA's overall go-to-market model (brand-owner with selective regional distributors) is the structural template SIROWA's Salon Pro division is built around.
- Estée Lauder Companies: Global prestige beauty company whose brands (including some distributed by SIROWA like Clinique, Tom Ford) drive demand for SIROWA's premium beauty retail distribution. Adjacent rather than directly competitive but operating in the same product categories.
- Dentsply Sirona: Global dental equipment and implant manufacturer whose products SIROWA distributes as an authorized partner in CEE. Operates upstream as a principal rather than competitor, but the relationship defines SIROWA's Dental division offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Sirowa Group social profiles
Digital presenceSirowa Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sirowa Group leadership team
Management profileNumber of profiles
Profiles1 record
Sirowa Group subsidiaries and ownership
Company hierarchySubsidiaries13 records
Sirowa Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sirowa Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sirowa Group
What does Sirowa Group do?
Sirowa Group is a European wholesale distributor of health and beauty care products, distributing cosmetics, salon professional, pharmaceutical, health, and dental products across 12 countries through a dedicated field force. The company manages 80+ brands from 30+ producers and serves 4,500+ active customers including pharmacies, drugstores, beauty retailers, salons, and dental clinics, while operating an own consumer brand (Pulsaar Active).
Is Sirowa Group a public or private company?
Sirowa Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sirowa Group founded?
Sirowa Group was founded in 1990. It employs 251 to 500 people.
Where is Sirowa Group based?
Sirowa Group is headquartered in Riga, Latvia, in the Europe region.
How does Sirowa Group make money?
Two revenue lines are on record. Wholesale Distribution is the primary driver. The others are own Brand Products (Pulsaar).
Who are Sirowa Group's main competitors?
Broad incumbents on record are Alliance Healthcare (Walgreens Boots Alliance), Phoenix Group, McKesson Europe, Coty Inc., Douglas Holding, Henry Schein and Patterson Companies. Others are WELLA Company, Estée Lauder Companies and Dentsply Sirona.
Does Sirowa Group have an API?
No public API is recorded for Sirowa Group.
What industry is Sirowa Group in?
Sirowa Group's product category is Health and Beauty Care Distribution. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils). Its NAICS code is 42421 and its SIC code is 2844.