Vitaminstore
Vitaminstore is a privately held Dutch omnichannel health retailer operating 19 physical stores and the vitaminstore.nl e-commerce platform, selling its own-brand supplements and a curated marketplace of third-party supplement and natural cosmetics brands to more than 325,000 consumers annually, supported by free health coaching from 25+ trained advisors.
- Company typePrivate
- Founded1998
- HeadquartersAmsterdam, Netherlands
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Vitaminstore does
Vitaminstore (legal entity: Vitaminstore online bv.) is a privately held Dutch omnichannel health retailer founded in 1998, headquartered at Raasdorperweg 54 in Amsterdam. The company operates 19 physical stores across the Netherlands alongside the vitaminstore.nl e-commerce platform and serves more than 325,000 customers annually, holding a 4.7/5 Trustscore on Trustpilot from over 33,500 reviews. Its commercial offering combines a proprietary Vitaminstore Merk private-label line (vitamins, minerals, amino acids, enzymes, green-lipped mussel formulations) with a curated marketplace of third-party brands including Solgar, Vitakruid, Bonusan, NOW Foods, Vitals, Synofit, AOV, Viridian, Dr. Hauschka, Caudalie, MÁDARA, and Dopper, organized into health-goal taxonomies covering energy, immunity, digestion, joints, pregnancy, menopause, sports, longevity, and stress.
The business positions itself as a 'personal health coach' layered on top of retail, providing free personalized advice from more than 25 trained health coaches accessible via in-store consultation, phone, email, and online chat. Supporting infrastructure includes the VitaminClub loyalty program (VitaminPoints, free shipping, stacking discounts up to 25% on house-brand SKUs), an extensive Dutch-language knowledge bank, seven interactive product choice helpers (magnesium, multivitamin, vitamin C, vitamin D, collagen, omega, probiotics), and a multilingual storefront (Dutch, English, German) with cross-border logistics implied by distributor addresses in Belgium and Germany. Revenue mechanics are direct-to-consumer product sales with pay-as-you-go unit pricing (free shipping from €25 or for Vitaminstore Merk items for members; €3.95 standard shipping under €25; €7.50 minimum order) plus the loyalty subscription mechanic; no subscription drugstore or SaaS pricing exists.
The company is independently owned with no disclosed parent, no funding rounds, no M&A activity, and no publicly named executive team in the input data. Core technology is not explicitly disclosed: there is no proprietary platform, API, SDK, MCP, or AI/ML capability referenced in the source material. Compliance posture includes NPN membership (Dutch Producers Association for Natural Products), listing with Stichting Certificering Aanbieders Medicijnen (medicine retailer certification), GDPR compliance, and reliance on branded ingredient certifications (Ester-C, GlycOmegaPLUS, Lyprinol/PCSO-524, GLMax, Tolerase G, BioCore Optimum Complete, OptiFerm, Lactospore) rather than in-house IP.
Vitaminstore firmographics
Firmographics- Name
- Vitaminstore
- Legal name
- Vitaminstore online bv.
- Website
- https://vitaminstore.nl
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Vitaminstore is a privately held Dutch omnichannel health retailer operating 19 physical stores and the vitaminstore.nl e-commerce platform, selling its own-brand supplements and a curated marketplace of third-party supplement and natural cosmetics brands to more than 325,000 consumers annually, supported by free health coaching from 25+ trained advisors.
- Ownership category
- akta.pro rank
Vitaminstore industry classification
Industry- Product category
- Health and wellness retail (vitamins, supplements, and natural personal care)
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)
- akta.pro primary industry
- Health Food & Supplement Stores (CRAHAEAC)
- akta.pro secondary industries
- Multivitamins & Daily Packs (CRADAGAC), Healthy Aging & Cognitive Support Supplements (CRADAGAM), Weight Management & Metabolic Supplements (CRADAGAG), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), General Nutrition Coaching (HSADAFAA)
Keywords
Where Vitaminstore is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices5 records
Markets served
Vitaminstore business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales (E-commerce + Retail): Revenue from selling vitamins, supplements, personal care products, and health-related merchandise through 19 physical stores and online platform. Products range from own-brand supplements to third-party brands including Solgar, Vitakruid, Bonusan, and others.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard pricing for third-party brands with free shipping threshold |
| Subscription | Monthly | VitaminClub membership benefits including free shipping and VitaminPoints |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Vitaminstore product offering
Product offeringCore offering
Vitaminstore is a Dutch omnichannel health and wellness retailer that sells vitamins, minerals, dietary supplements, personal care products, and lifestyle goods through 19 physical stores across the Netherlands and the vitaminstore.nl e-commerce platform. The assortment combines a private-label brand (Vitaminstore Merk) with a curated reseller portfolio of premium third-party brands such as Solgar, Vitakruid, Bonusan, NOW Foods, Vitals, Synofit, and Bio-Kult, complemented by natural cosmetics (Dr. Hauschka, Caudalie, MÁDARA). Free personalized health coaching from more than 25 trained coaches, a VitaminClub loyalty program, and an educational knowledge bank are bundled into the customer experience.
Product overview
Vitaminstore is a Dutch omnichannel health retailer operating an e-commerce platform (vitaminstore.nl) and 19 physical stores across the Netherlands. Its product portfolio is organized around a private-label sub-brand (Vitaminstore Merk) and a curated third-party brand marketplace. The private-label line includes vitamins, minerals, amino acids, enzymes, and green-lipped mussel supplements (Super Magnesium, Super Multi, NAC 600 mg, Super L-Lysine 1000 mg, GABA 500 mg, Enzymen Complex, GlucoChondro MSM). The third-party brand ecosystem spans premium international brands (Solgar Vitamins, NOW Foods, Viridian), Dutch/nearby-European brands (Vitakruid, Bonusan, Bio-Kult, Vitals, AOV Voedingssupplementen, Synofit, ALKA, Orthica, Lamberts), and natural cosmetics brands (MÁDARA, Dr. Hauschka, Caudalie, Weleda). Non-supplement offerings include sustainable lifestyle products (Dopper bottles, Waterdrop microdrinks), personal care (facial, body, hair, sun care), and food & beverage. The business model is supported by a VitaminClub loyalty program, health coaching services (25+ trained coaches), guided product selection tools (keuzehulpen), and an educational knowledge bank. Vitaminstore positions itself as a 'personal health coach' combining expert advice with a broad assortment.
Differentiator
Problem solved
Functional benefit
Brands
- VitaminClub: Loyalty program offering VitaminPoints rewards for purchases
- Vitaminstore Merk
Products and services
- Vitaminstore Merk (House Brand) Supplements
- VitaminClub Membership
- Health Coaching Services
- Third-Party Brand Vitamins & Supplements Portfolio
- Personal Care & Natural Cosmetics Portfolio
- Food & Lifestyle Products
Quantifiable outcome
- More than 325,000 satisfied customers served per year with a 4.7/5 Trustscore from over 33,500 reviews
Companies that use Vitaminstore
Customer profileNamed customers2 records
Segments6 records
Ideal customer profiles4 records
Vitaminstore technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Vitaminstore partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- Solgar VitaminscoreVitaminstore serves as an authorized reseller and retailer for Solgar Vitamins, a leading international supplement brand. Featured prominently on the website with dedicated brand page and accreditation listing.
- VitakruidcoreDutch supplement brand Vitakruid distributed through Vitaminstore. Products include enzymes (Glutazyme, Betaine HCL, DPP-IV Ultimate, Lactase Optiferm), glucosamine, GABA, and amino acids.
- BonusancoreDutch supplement brand Bonusan carried by Vitaminstore. Featured as accreditation partner with enzyme products including Gastrozym, Glucazym, and Betaïne HCl complex.
- VitalscoreDutch supplement brand Vitals sold through Vitaminstore. Products include L-Tryptofaan, Enzymformule Pro with BioCore and Tolerase enzymes, and green-lipped mussel supplements.
- NOW Foods (NOW)coreAmerican supplement brand NOW Foods distributed in the Netherlands through Vitaminstore with products including Enzymes Complex, PlantEnzym, and various amino acid supplements. Distributed by VitOrtho BV.
- SynofitcoreBrand specializing in green-lipped mussel (GLMax) supplements for joint health, sold through Vitaminstore with dedicated collection page. Products include GLMax 3-in-1, 5-in-1, Premium 7-in-1, Vloeibaar, and Joint Care gel.
- AOV VoedingssupplementenminorDutch supplement brand AOV distributed through Vitaminstore with products including GABA, enzymes, and amino acids. Headquartered in Almere.
- OrthicaminorDutch supplement brand Orthica featured as an accreditation partner with enzyme complex and glucosamine products sold through Vitaminstore.
- ViridianminorUK-based supplement brand Viridian sold through Vitaminstore with enzyme complex, MSM Glucosamine, and amino acid products.
- LambertsminorUK supplement brand Lamberts carried by Vitaminstore with digestive enzymes, Betaine HCL pepsine, and glucosamine products.
- Dr. HauschkaminorGerman natural cosmetics brand Dr. Hauschka featured as popular brand on Vitaminstore with facial care and body care products.
- CaudalieminorFrench skincare brand Caudalie sold through Vitaminstore with topical products for skin, hair, and nails health.
- MÁDARAminorNordic natural cosmetics brand MÁDARA featured as popular brand with skincare and haircare products available on Vitaminstore.
- DopperminorDutch sustainable water bottle brand Dopper carried by Vitaminstore with reusable water bottles including Steel Canopy and Wave models.
- MetagenicsminorInternational supplement brand Metagenics sold through Vitaminstore with Enzygest enzyme product.
- TrustpilotminorThird-party review platform hosting Vitaminstore's customer reviews, providing 4.7/5 Trustscore from over 33,500 verified reviews.
- NPN (Nederlandse Producentenvereniging voor Natuurproducten)minorIndustry association for natural product manufacturers in the Netherlands. Vitaminstore is listed as member of NPN.
- Payment ProviderscorePartnerships with payment processors including Mastercard, Visa, Amex, iDEAL/Wero, PayPal, Afterpay, Bancontact, and VVV gift cards for secure transaction processing.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Vitaminstore competitors and assessment
Company assessmentBroad incumbents
- GNC: Global specialty retailer of vitamins, minerals, and sports nutrition supplements with own-brand products and health-advice positioning. Substantially larger scale, but directly comparable business model and assortment.
- Bol.com: Largest Dutch online marketplace with a significant supplements and health food category. Competes on convenience, breadth, and price rather than specialist advice, putting pressure on Vitaminstore's online proposition.
- Kruidvat: Largest Dutch drugstore chain with broad assortment including vitamins, supplements, and personal care. Competes on price and convenience, overlapping in supplement categories but without the specialist health-coaching proposition.
- Etos: Dutch drugstore chain selling vitamins, supplements, and personal care alongside general health and beauty ranges. Adjacent assortment overlap with Vitaminstore, but a broader non-specialist retailer.
Direct peers
- Holland & Barrett: UK-headquartered health food and supplement retailer with a comparable omnichannel model (stores + e-commerce), private-label and third-party brand mix, and free in-store health consultations. Closest international analog to Vitaminstore's specialist positioning.
- iHerb: Global online-only supplement and natural products retailer with very deep assortment across premium brands (Solgar, NOW, etc.) carried by Vitaminstore, plus heavy own-brand play. Direct competitor on price and selection for the Dutch online shopper.
- Vitaminenbaas.nl / Vitaminesperpost.nl: Dutch pure-play online supplement retailer offering deep assortments of vitamins and supplements with competitive pricing. Comparable core product mix but lacks Vitaminstore's physical store and coaching layer.
- De Tuinen: Dutch specialist health food and supplement retailer with a similar store-and-online footprint and curated assortment of vitamins, supplements, and natural products. Most direct Dutch competitor, sharing the same end consumer and supplier brand ecosystem.
Emerging players
- Body & Fit: Dutch specialist online retailer of sports nutrition, supplements, and healthy food with subscription and own-brand offerings. Overlaps with Vitaminstore's sports and lifestyle categories but more focused on sports nutrition.
Others
- Solgar (owned by Nestlé Health Science): Premium supplement brand carried by Vitaminstore. Listed as a peer because Solgar's own direct-to-consumer site and any future direct channel decisions materially affect Vitaminstore's assortment and pricing.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Vitaminstore social profiles
Digital presenceVitaminstore compliance and trust
Trust signalCompliance7 records
Vitaminstore financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vitaminstore leadership team
Management profileNumber of profiles
Vitaminstore funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vitaminstore 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 Vitaminstore
What does Vitaminstore do?
Vitaminstore is a Dutch omnichannel health and wellness retailer that sells vitamins, minerals, dietary supplements, personal care products, and lifestyle goods through 19 physical stores across the Netherlands and the vitaminstore.nl e-commerce platform. The assortment combines a private-label brand (Vitaminstore Merk) with a curated reseller portfolio of premium third-party brands such as Solgar, Vitakruid, Bonusan, NOW Foods, Vitals, Synofit, and Bio-Kult, complemented by natural cosmetics (Dr. Hauschka, Caudalie, MÁDARA). Free personalized health coaching from more than 25 trained coaches, a VitaminClub loyalty program, and an educational knowledge bank are bundled into the customer experience.
Is Vitaminstore a public or private company?
Vitaminstore is a private company. It is classified as unknown and is currently operating.
When was Vitaminstore founded?
Vitaminstore was founded in 1998. It employs 101 to 250 people.
Where is Vitaminstore based?
Vitaminstore is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Vitaminstore make money?
One revenue line is on record: product Sales (E-commerce + Retail).
Who are Vitaminstore's main competitors?
Broad incumbents on record are GNC, Bol.com, Kruidvat and Etos. Direct peers are Holland & Barrett, iHerb, Vitaminenbaas.nl / Vitaminesperpost.nl and De Tuinen. Body & Fit is listed as an emerging player. Solgar (owned by Nestlé Health Science) is listed as an others.
Does Vitaminstore have an API?
No public API is recorded for Vitaminstore.
What industry is Vitaminstore in?
Vitaminstore's product category is Health and wellness retail (vitamins, supplements, and natural personal care). Its primary akta.pro industry code is CRAHAEAC, Health Food & Supplement Stores, with a secondary code of CRADAGAC, Multivitamins & Daily Packs. Its NAICS code is 456191.