What Camelia does

Camelia, legally UAB "Nemuno vaistinė" and headquartered at 9-ojo Forto g. 70 in Kaunas, operates one of the largest pharmacy chains in Lithuania. Founded in 1991 and now employing between 1,001 and 5,000 people, the company sells prescription and non-prescription medications, dietary supplements, cosmetics, hygiene products, medical devices, and nursing supplies through two complementary channels: a nationwide network of physical pharmacy locations — including stores inside IKI, RIMI, Maxima, and Senukai shopping centers and branches near hospitals — and a national online storefront at camelia.lt with iOS and Android mobile apps, courier home delivery, and parcel-locker pickup. Customers can also book vaccinations online, purchase electronic gift vouchers, and access the Mažų kainų loyalty program, which has three tiered card variants: a standard discount card, a senior card (Camelia Senjorams) for retirees, and a disability-focused card (Camelia Kartu vienas dėl kito), augmented by Happy Hour and birthday-month discount mechanics.

The underlying technology stack is a conventional retail e-commerce platform extended with mobile applications, a prescription-order workflow routed to pharmacist review via phone or questionnaire, and integrations with multiple payment processors — including Apple Pay, Google Pay, electronic banking, Klix Pay Later installments, and direct settlement with partner insurance companies. The loyalty program operates both as a physical card and as a digital card accessible through the mobile app or online account. Operations are supported by a customer-service contact center reachable at [email protected] and +370 697 03000, and regulated by Lithuania's State Medicine Control Service. Performance metrics disclosed on the company's own channels include 97% of online orders delivered within one business day, a promotional catalog of 9,374 active SKUs, and 615 newly listed products in the new-products section.

The business model is direct-to-consumer retail with unit-pricing per product, monetized through one-time sales across medications, supplements, cosmetics, and adjacent health-and-beauty categories. The economic engine is a hybrid of footfall in physical pharmacies and nationwide parcel-shipping logistics, with three targeted customer segments — general Lithuanian consumers, senior citizens, and people with disabilities — addressed through differentiated loyalty tiers and discount mechanics. Marketing is concentrated in email newsletters, social media (Facebook, Instagram, LinkedIn, YouTube), mobile-app engagement, and in-store loyalty promotions, while ancillary revenue lines include gift vouchers, vaccination services, and prescription fulfillment.

Name

Camelia

Legal name

UAB "Nemuno vaistinė"

Website

https://camelia.lt

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Camelia is one of Lithuania's largest pharmacy chains, selling prescription and OTC medications, supplements, cosmetics, and medical devices through physical pharmacies nationwide and the camelia.lt online store with mobile apps and home delivery.

Ownership category

akta.pro rank

Product category

Retail Pharmacy

NAICS

Pharmacies and Drug Retailers (456110)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Health, Wellness & Pharmacy Online Retailers (CRAFADAG)

Keywords

• Retail pharmacy services
• Online pharmacy
• Pharmaceutical retail
• Prescription medications
• Health and beauty products

Headquarters

HQ city

Kaunas

HQ country

Lithuania

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling pharmaceutical products, OTC medications, dietary supplements, cosmetics, hygiene products, medical devices, and other health and beauty products through both online and physical pharmacy channels. The company offers prescription medications with pharmacist oversight.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Camelia operates one of Lithuania's largest pharmacy networks, providing retail pharmaceutical services through both an extensive physical pharmacy chain and an online pharmacy platform (camelia.lt). The company sells prescription and non-prescription medications, dietary supplements, cosmetics, hygiene products, medical devices, and nursing supplies, supported by professional pharmacist consultation via phone, email, or live chat. It also offers digital loyalty programs, prescription medication home delivery, and vaccination registration services.

Product overview

Camelia operates as a multi-channel pharmacy network comprising the camelia.lt online e-commerce platform, a mobile application for iOS and Android, physical pharmacy locations across Lithuania, and supplementary services including vaccination registration and a loyalty program. The core offering includes non-prescription and prescription medications, food supplements, cosmetics, hygiene products, medical devices, and nursing supplies. The Mažų kainų kortelė loyalty program provides tiered discounts to seniors, people with disabilities, and general customers, while the prescription medication service enables remote purchase of doctor-prescribed drugs with pharmaceutical consultation.

Differentiator

Problem solved

Functional benefit

Brands

• Camelia: Main pharmacy brand operating under UAB "Nemuno vaistinė", encompassing the Camelia pharmacy chain and online pharmacy platform.
• Mažų kainų kortelė

Products and services

• Camelia.lt Online Pharmacy Full-featured e-commerce platform offering 24/7 shopping for non-prescription medications, food supplements, cosmetics, hygiene products, medical devices, and nursing supplies, with home delivery, parcel locker delivery, and in-pharmacy pickup across Lithuania.
• Prescription Medication Online Purchase Online service for purchasing doctor-prescribed medications and compensated medical devices, with pharmacist consultation available via phone or questionnaire-based assessment before fulfillment.
• Mažė kainų kortelė (Low Prices Card) Loyalty Program Free loyalty program offering tiered discount cards (standard, Camelia Senjorų for retirees, and Kartu vienas dėl kito for people with disabilities), providing up to 30% off dietary supplements, 25% off cosmetics, and 20% off medications, plus Happy Hour and birthday month discounts.
• Vaccination Registration Service Online service for scheduling vaccinations including tick-borne encephalitis vaccines at participating Camelia pharmacy locations.
• Gift Vouchers Electronic gift vouchers available for purchase, allowing customers to give health and beauty products as gifts redeemable online or at Camelia pharmacies.
• Physical Pharmacy Network (Retail Pharmacy Locations) One of the largest pharmacy chains in Lithuania with locations across major cities (Kaunas, Vilnius, Klaipėda, Šiauliai, Panevėžys, Alytus, Marijampolė) and smaller towns, including stores in shopping centers, near hospitals, and standalone locations, with free in-store product pickup for online orders.

Quantifiable outcome

• 97% of orders delivered within 1 business day
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Four partnerships are on record, tiered supporting and core.

• Klix Pay LatersupportingOthersPayment installment partnership allowing customers to purchase products on installment through the Klix Pay Later service, providing flexible payment options for larger purchases.
• State Medicine Control Service (Valstybinė vaistų kontrolės tarnyba)coreOthersRegulatory oversight partnership. Camelia operates under licensing and regulatory supervision by the State Medicine Control Service under the Ministry of Health of Lithuania, ensuring compliance with pharmaceutical distribution regulations.
• Insurance CompaniessupportingOthersPartnership allowing customers to pay for products using funds from partner insurance companies, providing additional payment flexibility for insured customers.
• Creditinfo (UAB Creditinfo)supportingOthersCredit information partner referenced in privacy policy for customer creditworthiness assessment purposes in debt management operations.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Eurovaistinė: One of the largest pharmacy chains in Lithuania, operating a similarly broad physical and online retail network selling prescription drugs, OTC medications, supplements, and cosmetics. Directly comparable to Camelia in product mix, target customer, and dual online/offline channel strategy.
• Gintarinė vaistinė: Established Lithuanian pharmacy chain offering prescription dispensing, OTC, supplements, and health/beauty products through both physical stores and online. Closely comparable to Camelia on customer segment, geographic focus, and omnichannel retail pharmacy model.
• BENU Vaistinė: Part of the pan-Baltic BENU pharmacy network, operating physical and online pharmacies in Lithuania. Comparable to Camelia as a chain pharmacy retailer with multi-country scale and similar product assortment across Rx, OTC, and wellness categories.
• Norfos vaistinė: Lithuanian pharmacy chain affiliated with the Norfa grocery retail network, offering OTC and prescription products alongside health and beauty merchandise. Comparable to Camelia on omnichannel retail pharmacy model in Lithuania, often co-located with grocery stores for cross-traffic.
• Curanova vaistinė: Independent Lithuanian pharmacy chain operating physical locations and online sales of medications, supplements, and cosmetics. Comparable to Camelia as a domestic pharmacy retailer targeting the same Lithuanian consumer base with similar product categories.

Regional players

• Apotheka: Baltic pharmacy chain headquartered in Latvia with operations across Latvia and Lithuania, offering prescription and OTC dispensing plus health/beauty products. Comparable to Camelia on retail pharmacy model and Baltic geographic footprint, though primary market is Latvia.

Emerging players

• Pigu.lt: One of the largest Lithuanian e-commerce marketplaces, increasingly expanding into pharmacy, supplements, and health/beauty verticals. Comparable to Camelia as a digital-first retailer targeting Lithuanian consumers, though pharmacy is a more recent category for Pigu versus Camelia's core focus.

Broad incumbents

• Shop Apotheke Europe: Leading European online pharmacy operating across multiple EU countries with broad OTC, Rx, and beauty assortment. Comparable to Camelia's online pharmacy motion and product breadth, but at pan-European scale rather than Lithuania-only.
• DocMorris: European online pharmacy and healthcare platform (formerly part of Zur Rose Group) operating in Germany, Switzerland, and other EU markets. Comparable to Camelia as a digitally-led pharmacy retailer serving consumers with Rx, OTC, and wellness products.
• CVS Health: Major US pharmacy retail and healthcare services operator combining brick-and-mortar pharmacies, e-commerce, PBM, and clinical services. Comparable to Camelia at a conceptual level as a multi-channel pharmacy retailer expanding into services like vaccinations and pharmacist consultations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CAMELIAvaistine1
• Facebookfacebook.com/camelia.vaistine
• LinkedInlinkedin.com/company/3271205
• Instagraminstagram.com/camelia_vaistine

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Camelia