Vita4you

What Vita4you does

Vita4you is a Greek e-pharmacy retailer founded in 2010 and headquartered in Thessaloniki, operating a hybrid omnichannel model that combines six physical pharmacies across Thessaloniki neighborhoods (Kalamaria/Ag. Ioannis, Nea Krini, Stavroupoli, Center/Tsimiski, Evosmos, and Faliro) with an e-commerce storefront at vita4you.gr. The company originated from a single physical pharmacy in central Thessaloniki and transitioned in 2010 into one of Greece's first online pharmacies, now offering approximately 25,000 ready-to-deliver SKUs spanning vitamins, amino acids (including Carnosine, NAC, Glutathione, GABA), herbal extracts, minerals, fatty acids, antioxidants, weight management, athletic nutrition, mother and baby care, dermocosmetics, pharmacy OTC, alternative therapies, organic foods, and seasonal products. Pricing is unit-based at roughly €1–€141 per item, with free shipping over €49, same-day delivery, Klarna installment options, and a 14-day 100% money-back guarantee.

The business model is direct-to-consumer retail, both online and in-store, monetized through one-time product sales rather than subscriptions or licensing. Revenue is generated across four horizontal customer segments: general health and wellness consumers, parents in the mother/baby category, athletes and fitness enthusiasts, and weight-management customers. The platform's underlying technology is a standard e-commerce stack supplemented by an AI-powered customer service chatbot ("AiVi") and voice-based product search, while in-store operations rely on in-house pharmacists, dietitians, and specialized support teams. Distribution is anchored by approximately 70+ brand partnerships across supplements and dermocosmetics (Solgar, Lamberts, Nature's Plus, Now Foods, Life Extension, Apivita, Vichy, La Roche Posay, Avene, Mustela, Caudalie, Bepanthol, Centrum, and others), positioning Vita4you as a multi-category health and beauty aggregator.

Commercially, Vita4you operates as a privately held sole proprietorship in Greece, with the "Vita4you.gr" trademark registered to an individual owner (Agoritsa Gkatzouli). It has scaled headcount into the 11-50 range, runs multi-channel digital marketing (TikTok, Instagram, Facebook, YouTube, blog, email, loyalty program), and operates a Vita Points rewards program plus a Gift4You promotional mechanic. The company collected eleven regional industry awards in 2024 (including Pharmacy of the Year, Best Eshop, Best Support, Best Social Team, Best Training Platform, and Best Performance in Beauty/Health/Pharma) on top of a 2021 E-volution Award, indicating strong market positioning within Greek pharmacy and e-commerce. Its primary strategic concentration is the Thessaloniki physical retail footprint paired with national e-commerce reach, and its primary commercial leverage is supplier breadth and category depth rather than proprietary technology or institutional capital.

Name

Vita4you

Legal name

Vita4you (Trademark owned by Αγορίτσα Γκατζούλη)

Website

https://vita4you.gr

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Vita4you is a Greek e-pharmacy operating six physical pharmacies in Thessaloniki alongside an e-commerce platform selling 25,000+ health, supplement, beauty, and personal-care products to individual consumers across Greece.

Ownership category

akta.pro rank

Product category

Online Pharmacy & Health Retail

NAICS

Pharmacies and Drug Retailers (456110), Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Health, Wellness & Pharmacy Marketplaces (CRAFABAF)

akta.pro secondary industries

Health Food & Supplement Stores (CRAHAEAC), Pharmacy Front-End & Sundries Distribution (Health & Wellness, Personal Care, Convenience) (CRAOAHAG)

Keywords

• Online pharmacy retail
• Dietary supplements
• Health and wellness products
• Beauty and personal care
• Vitamins and minerals

Headquarters

HQ city

Thessaloníki

HQ country

Greece

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of health, wellness, beauty, and dietary supplement products through both online store and 6 physical pharmacies. Revenue generated through individual product transactions at various price points ranging from approximately €1 to €141.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Vita4you is a Greek e-pharmacy and omnichannel health retailer that sells approximately 25,000 ready-to-ship health, wellness, beauty, and dietary supplement products both through its vita4you.gr e-commerce platform and 6 physical pharmacies in Thessaloniki. Its catalog spans vitamins, minerals, amino acids, herbal extracts, antioxidants, fatty acids, sports nutrition, weight management, mother & baby care, pharmacy supplies, alternative therapies, and organic foods, with support from in-house pharmacists and dietitians and free shipping above €49.

Product overview

Vita4you is a Greek online pharmacy platform offering an extensive portfolio of health, wellness, and beauty products across multiple categories. The core offering centers on dietary supplements including vitamins, minerals, amino acids (such as Carnosine, NAC, Glutathione, GABA), herbs and plant extracts, antioxidants, fatty acids, and specialized supplements. The platform extends to beauty and personal care products, pharmacy supplies, alternative therapies, weight management solutions, athletic nutrition, organic foods, and seasonal products. With approximately 25,000 ready-to-deliver products, Vita4you operates 6 physical pharmacies in Thessaloniki alongside its e-commerce platform, providing both online retail and in-store pickup options. The platform features voice search functionality and an AI-powered customer service chatbot (AiVi) to enhance the shopping experience.

Differentiator

Problem solved

Functional benefit

Brands

• Vita Points: Loyalty rewards program offering customer benefits, discounts, and exclusive offers.

Products and services

• Vitamins & Multivitamins Comprehensive range of vitamin supplements including Vitamin A, B-complex (B1-B12), C, D, E, K, multivitamins, biotin, choline, inositol, and PABA for general consumer health support.
• Herbal & Plant Extracts Natural supplements derived from herbs and plants including Aloe Vera, Ashwagandha, Chlorella, Cranberry, Echinacea, Garlic, Ginkgo Biloba, Green Tea, Maca, Milk Thistle, Korean Panax Ginseng, Rhodiola Rosea, Saw Palmetto, Spirulina, Turmeric, Valerian, Psyllium, Spermidine, and Berberine.
• Amino Acid Supplements Wide range of amino acid supplements including Alanine, Arginine, BCAA, Creatine, GABA, Glutathione, Cysteine-NAC, Carnosine, Lysine, Methionine, Tyrosine, Phenylalanine, Glutamine, 5-HTP, Carnitine, Theanine, Taurine, and polyamino acids, supporting muscle function, recovery, and anti-aging.
• Minerals & Trace Elements Essential mineral supplements including Calcium, Magnesium, Selenium, Iron, Potassium, Zinc, Chromium, Boron, Manganese, Iodine, Copper, Silicon, and polymetallic compositions.
• Fatty Acids Omega-3 and essential fatty acid supplements including Omega-3 Krill, Omega-6 GLA Evening Primrose, Omega-3/6/9 combinations, Cod Liver Oil, Linseed oils, and CLA.
• Antioxidants

Quantifiable outcome

• Free shipping on orders over €49
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

74 partnerships are on record, tiered core and minor.

• SolgarcoreOthersFeatured brand partner offering vitamins, minerals and supplements. Multiple Solgar products available on the platform including multivitamins, magnesium, NAC, L-Cysteine, and glutathione products.
• LambertscoreOthersSports nutrition and supplement brand featured on platform. Products include NAC, glucosamine, whey protein, and L-Glutathione.
• Nature's PluscoreOthersNutritional supplement brand offering products including Pro NAC 1200mg sustained release.
• Health AidminorOthersHealth supplement brand offering L-Cysteine and other amino acid products.
• Doctor's FormulascoreOthersFeatured supplement brand offering liposomal glutathione, magnesium formula, and various health products.
• ApivitacoreOthersGreek natural cosmetics brand offering Bee Sun Safe sunscreen products and hair care.
• LieracminorOthersDermo-cosmetic brand featured on platform.
• VichycoreOthersPharmaceutical skincare brand offering Ideal Soleil sunscreen and other dermatological products.
• KorresminorOthersGreek natural cosmetics brand.
• GardenminorOthersPharmaceutical care brand offering GPLUS massage gels and cryogel products.
• AvenecoreOthersFrench dermo-cosmetic brand offering sunscreens and skincare products for sensitive skin.
• La Roche PosaycoreOthersFrench pharmaceutical skincare brand offering Anthelios sunscreens and Hyalu B5 serums.
• CaudalieminorOthersFrench vineyard-based skincare brand.
• ViogenesiscoreOthersGreek supplement brand offering NAC, glutathione, L-Carnosine, and various amino acid products.
• Power HealthminorOthersGreek supplement brand offering Hydrolytes+ electrolyte products.
• BepantholcoreOthersBayer brand offering body lotion, baby balm, and skincare products.
• FrezydermminorOthersGreek dermocosmetic brand offering sunscreen and skincare products.
• UriageminorOthersFrench thermal water skincare brand offering Bari sunscreen and face care products.
• Camomilla BluminorOthersItalian hair care brand offering Blu Sun products.
• LanesminorOthersGreek supplement brand offering electrolyte products.
• AltionminorOthersGreek supplement brand offering magnesium products.
• EifronminorOthersBrand offering Ores Pro hydration electrolytes.
• NuxeminorOthersFrench luxury skincare brand offering Sun products.
• VeetminorOthersHair removal brand.
• VersionminorOthersBrand offering Ice Wave Ball products in Gift4You promotions.
• Hei PoaminorOthersBrand featured in Gift4You promotional campaigns.
• DurexminorOthersSexual health and wellness products brand.
• PharmaleadminorOthersGreek supplement brand offering Black Range Magnesium Plus and Multi Energy multivitamins.
• KarabinisminorOthersGreek supplement brand featured in digestive health selections.
• Now Foods (Now)coreOthersAmerican supplement brand offering L-Carnosine, NAC, L-Cysteine, Glutathione, and various amino acid products.
• Now SportsminorOthersSports nutrition line from Now Foods offering CLA Extreme and athletic supplements.
• Full HealthcoreOthersSupplement brand offering NAC Plus Selenium, L-Carnosine Base, Glutathione Reduced, and Methyl B Complex products.
• Natural DoctorminorOthersSupplement brand offering NAC 300mg, Creatine Monohydrate, Setria Glutathione, and male fertility products.
• Life ExtensionminorOthersAmerican longevity-focused supplement brand offering Super Carnosine products.
• PharmalineminorOthersGreek pharmaceutical brand offering Viscoflu NAC products and Venolen Idrogel.
• Uni-PharmaminorOthersGreek pharmaceutical brand offering Tonosan men's products.
• IntermedminorOthersGreek medical products brand offering Luxurious Sun Care sunscreen and Euderma Babyderm products.
• FroikacoreOthersGreek dermocosmetic brand offering Premium Sunscreen SPF50+ and Hyaluronic Silk Touch products.
• CentrumminorOthersPfizer-owned multivitamin brand offering Energy & Focus products.
• NeutrogenaminorOthersJ&J skincare brand offering Ultra Sheer Oil Control sunscreen SPF50+.
• KloraneminorOthersFrench haircare brand offering Quinine Growth Accelerating Serum.
• UPSAminorOthersFrench health brand offering HydraFizz electrolytes with caffeine and guarana.
• Water WipesminorOthersBaby care brand offering bio water wipes for sensitive infant skin.
• MustelaminorOthersFrench baby care brand offering Diaper Change Vitamin Barrier Cream.
• AgnotisminorOthersGreek brand offering St. John's Wort Oil and surface cleaning wipes.
• ErbozetaminorOthersItalian supplement brand offering Prostadep Plus for prostate health.
• VitabioticsminorOthersBritish supplement brand offering Wellman Conception for male reproductive health.
• Elogis PharmaminorOthersGreek brand offering Forte Blue for male sexual vitality.
• Forte PharmaminorOthersFrench brand offering Tigra+ Men for male vitality.
• InnventaminorOthersBrand offering Graminn Forte for prostate and urinary health.
• BennettminorOthersBrand offering DiaVita for metabolic balance.
• Panakeia HealthcareminorOthersBrand offering Lipo-Loss weight management supplement.
• HealthiaminorOthersBrand offering My6pack thermogenic formula.
• AbocaminorOthersItalian phytotherapy brand offering Fitomagra LibraMed weight control products.
• AthletikaminorOthersGreek sports nutrition brand offering Recovery Post Workout protein powder.
• Feel Good BarsminorOthersBrand offering Dark Chocolate Biscuit Protein Bars.
• EviolminorOthersGreek supplement brand offering Mg Magnesium 350mg.
• New MedminorOthersBrand offering Glucopain for joint health.
• Euromed (Rowo)minorOthersBrand offering SportGel cold therapy for muscle relief.
• Amino AnimominorOthersBrand offering Organic Protein Muscle Synthesis.
• CosrxminorOthersKorean skincare brand offering Aloe tone-up sunscreen.
• Beauty of JoseonminorOthersKorean skincare brand offering Revive Under Eye Patch.
• Science of NatureminorOthersAustralian brand offering Multivitamin Fortius for Women.
• WinMedicaminorOthersGreek pharmaceutical brand offering Sidevit B12 sublingual products.
• ISDINminorOthersSpanish dermocosmetic brand offering Germisdin intimate care products.
• Biguanelle (Fertilland)minorOthersBrand offering gynecological solutions for intimate health.
• Nestle NanCareminorOthersNestle health brand offering DHA & Vitamin D for infants.
• Lavish CareminorOthersBrand offering body care gift sets and body lotions.
• ClinéaminorOthersBrand offering Antiage Essentials bio-retinol products.
• The Skin PharmacistminorOthersBrand offering Age Active Bakuchiol face cream.
• KorffminorOthersItalian dermocosmetic brand offering Hyaluronic Pro Age Treatment.
• BioCareminorOthersUK supplement brand offering Female Balance for hormonal support.
• SmileminorOthersBrand offering D3 5000 IU + K2 combination with magnesium gift.
• AT LifeminorOthersBrand offering Hydralyte Electrolytes+Multivitamin effervescent tablets.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• pharmacy.gr: Major Greek online pharmacy offering prescription and OTC medicines, supplements, beauty and personal care with nationwide delivery. Directly comparable in product mix, GTM model, and Greek-language e-commerce focus.
• pharmacyonline.gr: Greek online pharmacy retailer with a broad catalog of medicines, vitamins, cosmetics, and baby products. Directly comparable offering and target customer to Vita4you.
• medcos.gr: Greek e-pharmacy selling health, beauty, and supplement products online with home delivery. Competes head-to-head with Vita4you in supplements, OTC, and dermo-cosmetics across Greece.
• Pharm24.gr: Greek online pharmacy selling medicines, supplements, baby care and beauty with nationwide shipping. Directly competes with Vita4you's e-commerce value proposition and customer segments.

Broad incumbents

• Skroutz (Beauty/Health vertical): Greece's largest marketplace with a strong health, pharmacy and supplements vertical. Comparable as a destination for health product comparison shopping in Greece, but operates broadly across many categories rather than specializing in pharmacy.
• DocMorris: Pan-European online pharmacy and marketplace for medicines, beauty and personal care. Comparable in mail-order pharmacy and supplement retail, but operates across multiple European markets at significantly larger scale.
• Holland & Barrett: Large European health supplement and wellness retailer with a Greek storefront. Comparable product mix in vitamins, supplements and sports nutrition, but operates at much greater scale and as a broader incumbent.
• Shop Apotheke: Leading European online pharmacy covering OTC, prescription, beauty and wellness products. Comparable in e-commerce pharmacy model, but at much larger scale and across several EU geographies rather than a single country.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@vita4you
• Facebookfacebook.com/vita4you
• Instagraminstagram.com/vita4you/?hl=en
• TikToktiktok.com/@vita4you?lang=en
• Xx.com/vita4yougr

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 Vita4you