What Helsam does

Helsam Gruppen A/S operates Denmark's largest health food retail chain under the Helsam brand, with 35 physical stores across major Danish cities and a Shopify-based e-commerce platform at helsam.dk. The company sells a broad assortment of natural health products organized across categories including Sundhed (2,216+ products covering supplements, vitamins, minerals, homeopathy, and natural medicines), Kosttilskud (876 products), Personlig Pleje (2,420 products), Skønhed, Mor & Barn, Mad & Drikke, and Hus & Fritid. Beyond third-party brands (Biosym, Solaray, Nordic Naturals, Weleda, Annemarie Börlind, Dr. Hauschka, lavera, New Nordic), Helsam sells its own private label products (Helsam Magnesium Bisglycinat, Omega 3 Fiskeolie, Vitamin D3, Algomed Chlorella, Hestebønner Økologisk) and sub-brand Bidro (Danish dietary supplements).

The business operates on a pay-as-you-go unit pricing model with freemium loyalty economics. Klub Helsam, a free membership program with over 300,000 members, delivers 2% bonus points (100 points = 100 kr discount), exclusive member pricing, content, and access to vitamin/mineral testing. Distribution runs through 35 physical stores providing personalized consultation by trained health advisors, complemented by e-commerce with DAO and Bring parcel delivery (free over 499 kr) and free in-store pickup (over 99 kr). The company markets 40+ years of specialist expertise as its core differentiator, supported by e-mærket certification and a 4.5/5 Trustpilot rating. Helsam is privately held, headquartered in Sønderborg, Denmark, previously traded under the name Helsemin, and reports no external funding, parent company, or M&A activity in the supplied data.

Name

Helsam

Legal name

Helsam Gruppen A/S

Website

https://helsam.dk

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Helsam Gruppen A/S is Denmark's largest health food retailer, operating 35 physical stores nationwide and a Shopify e-commerce platform selling vitamins, supplements, personal care, and organic foods to health-conscious Danish consumers, supported by a 300,000+-member loyalty program.

Ownership category

akta.pro rank

Product category

Natural Health Retail

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Health, Wellness & Pharmacy Online Retailers (CRAFADAG), Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Natural health supplements
• Health food retail
• Vitamins and minerals
• Organic personal care
• Homeopathic remedies

Headquarters

HQ city

Sønderborg

HQ country

Denmark

HQ region

Europe

Offices35 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: Revenue generated from sales of health supplements, natural remedies, personal care products, and organic foods across 35 physical store locations in Denmark. Stores provide personalized consultation services as a value-add.
2. E-commerce Sales: Online sales through helsam.dk website covering the full product assortment with home delivery or free store pickup. Orders shipped via DAO and Bring carriers.
3. Loyalty Program - Klub Helsam: Free membership program generating recurring customer engagement. Members earn 2% bonus points on all purchases (100 points = 100 kr discount), receive exclusive member offers, and access personalized vitamin testing services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Helsam is Denmark's largest natural health retail chain, operating 35 physical stores across the country and an e-commerce platform at helsam.dk. The company retails vitamins, minerals, dietary supplements, homeopathic remedies, natural medicines, organic foods, and personal care products, complemented by in-store personalized health consultations and the Klub Helsam loyalty program with 300,000+ members.

Product overview

Helsam is Denmark's largest health food store (helsekost) with over 40 years of experience in natural health. The company operates 35 physical stores across Denmark and a comprehensive e-commerce platform at helsam.dk. Helsam offers a broad portfolio of health and wellness products organized into main categories: Sundhed (health supplements, vitamins, minerals, homeopathic remedies, natural medicines), Kosttilskud (dietary supplements), Børn (children's supplements), Skønhed (beauty products), Personlig Pleje (personal care), Mor & Barn (mother & child), Mad & Drikke (food & drinks), and Hus & Fritid (home & leisure). The company sells both its own private label products (Helsam Magnesium Bisglycinat, Helsam Omega 3 Fiskeolie, Helsam Vitamin D3, Helsam Algomed Chlorella) and third-party brands including Bidro, Biosym, Solaray, New Nordic, Weleda, Nordic Naturals, and many others. Helsam complements its product offerings with Klub Helsam loyalty program (300,000+ members), vitamin testing services, recipes, articles, and health education courses. The business operates on a Shopify e-commerce platform with multiple delivery and payment options.

Differentiator

Problem solved

Functional benefit

Brands

• Bidro: Danish dietary supplements brand focused on quality

Products and services

• Helsam Magnesium Bisglycinat Helsam's own-brand magnesium bisglycinate supplement in 90-capsule packaging, contributing to normal muscle function and energy metabolism. Targeted at individual consumers seeking mineral supplementation.
• Helsam Omega 3 Fiskeolie Helsam's own-brand ORIVO-verified omega-3 fish oil supplement from Chile's west coast in small capsules, 90 capsules per package. Targeted at health-conscious consumers.
• Helsam Hestebønner Økologisk Organic horse beans with high protein and dietary fiber content, 300g package. Targeted at consumers seeking organic whole-food products.
• Helsam Vitamin D3 Helsam's own-brand vitamin D3 supplement in 120 capsules, contributing to maintenance of normal muscle function and bones. Targeted at individual consumers seeking vitamin supplementation.
• Helsam Algomed Chlorella Tabletter Chlorella tablets rich in vitamin B12, 334 tablets per package. Targeted at health-conscious consumers seeking plant-based nutrient sources.
• Klub Helsam Loyalty Program Free membership program with over 300,000 members. Members earn 2% bonus points on all purchases (100 points = 100 kr discount), receive exclusive member offers, and access personalized vitamin testing services. Targeted at Danish consumers for retention and engagement.
• Vitamintest (Vitamin and Mineral Testing) Vitamin and mineral testing service available to Klub Helsam members, providing insight into vitamin and mineral levels with personal guidance from in-store specialists. Targeted at health-conscious consumers seeking personalized wellness insights.
• Online Shopping and Home Delivery E-commerce platform offering the full product assortment with home delivery via DAO or Bring carriers, plus free in-store pickup. Free shipping over 499 kr via DAO and free store delivery from 99 kr. Orders shipped within 1-3 business days.

Quantifiable outcome

• 4.5/5 Trustpilot rating

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Holland & Barrett: Holland & Barrett is the global leader in health food and supplement retail with hundreds of stores and a strong online channel across Europe. It competes with Helsam in vitamins, minerals, omega-3, and natural remedies, but at much larger scale and broader international footprint.
• The Vitamin Shoppe: The Vitamin Shoppe is a US-based specialty retailer of vitamins, minerals, supplements, and health products with both physical stores and a strong e-commerce channel. Comparable to Helsam in product category focus and omnichannel model, though serving North America.
• GNC: GNC is a global specialty retailer of health, wellness, and performance nutrition products including vitamins, minerals, and supplements. It overlaps with Helsam's Helsam-brand and Bidro product portfolio but operates at much larger international scale with a primarily mall-based store model.

Direct peers

• Matas: Matas is Denmark's largest drugstore and health/beauty retail chain with ~275 stores, selling vitamins, supplements, personal care, and beauty products. It is Helsam's closest domestic direct competitor with significant overlap in vitamins, beauty (Skønhed), and personal care (Personlig Pleje) categories, though Matas carries broader cosmetics and OTC.
• Bodylab.dk: Bodylab is a Danish online retailer specializing in sports nutrition, vitamins, and dietary supplements. It targets the same Danish health-conscious consumer as Helsam's Kosttilskud and Sport og protein categories, competing primarily on price and online convenience.
• iHerb: iHerb is a leading global online retailer of vitamins, supplements, and natural health products, shipping to Denmark and competing directly with Helsam's helsam.dk e-commerce channel on assortment depth and price, though without a physical store footprint.

Regional players

• Life (Life Europe): Life is a Scandinavian health food and supplement retail chain with stores across Denmark and other Nordic countries, directly comparable to Helsam's helsekost positioning and category mix. It operates in overlapping Danish geography but extends to Sweden and Norway.

Others

• Natur-Drogeriet: Natur-Drogeriet is a Danish manufacturer and brand of natural health products, dietary supplements, and herbal remedies sold through Helsam and other Danish retailers. It is more of a supplier/brand partner than a direct competitor, but overlaps in category and consumer base.
• Apoteket.dk / Apotekernes Ejerforhold: Danish pharmacy chains (Apoteket, Aarhus Apotek, etc.) sell prescription drugs, OTC, vitamins, and selected supplements. They overlap with Helsam's medicinsk udstyr and naturlægemidler categories but operate under different pharmacy regulation, making them adjacent rather than head-to-head competitors.

Emerging players

• Normal (Normal A/S): Normal is a Danish discount variety retailer carrying health, beauty, and household items at fixed low prices, with rapid store expansion across Denmark. It encroaches on Helsam's personal care and basic supplement categories via price competition rather than specialist positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HelsamOverskudsliv
• Instagraminstagram.com/helsam_dk

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 Helsam