Ekoplaza

What Ekoplaza does

Ekoplaza is one of the largest organic grocery retailers in the Netherlands, operating an asset-light network of more than 75 branded retail stores across major Dutch metros (Amsterdam, Utrecht, Rotterdam, Den Haag, Groningen, Den Bosch, Vught), supplemented by franchise and affiliated-partner formats including Best of Bio Speciaalzaak and G&W Gezondheidswinkel. The company sells a broad assortment of organic, biodynamic, and sustainably produced food alongside a private-label portfolio of more than 300 everyday SKUs (coffee, tea, dairy alternatives, grains, nuts, pantry staples), and it extends reach through online ordering, home delivery, and store/pickup-point fulfillment. Its core technology layer is Ekoscope, a proprietary 12-factor sustainability scoring system covering personal (processing level, Schijf van Vijf alignment), social (certifications, family business, Dutch origin), and environmental (organic certification, plant-based, packaging, CO2) attributes, with a minimum-score threshold gating assortment eligibility.

The target customers are Dutch conscious consumers seeking verified organic certification, supply-chain transparency, and lower environmental impact, plus loyalty members of the Ekovriend program (265,000 members earning 1 Eko point per €1 spent, redeemable for discounts, free groceries, and donations to sustainability projects). Revenue is generated through transactional retail and online sales, private-label wholesale to franchise and partner stores, and franchise fees, with unit pricing in the €1-20 range and no subscription tier. Marketing is centered on sustainability storytelling via social channels, the Lekker Weten seasonal magazine, and community engagement (Ekotown events).

The operating model is largely franchise- and partner-driven, leaving corporate headcount at the 11-50 level while the company pursues measured store rollouts, product-line sustainability upgrades (e.g., 70% plastic-free private label), and impact-oriented partnerships (Plastic Soup Foundation, Bionana farmer-investment program). Geographic exposure is single-country (Netherlands), and the company is privately held with no disclosed funding rounds or parent-company structure.

Name

Ekoplaza

Legal name

Ekoplaza

Website

https://ekoplaza.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Ekoplaza is a Dutch organic-grocery retailer operating 75+ branded and affiliated stores plus online ordering and delivery. It serves health- and environmentally conscious Dutch consumers with organic, biodynamic, and locally sourced food, a 300-SKU private label, and the 265,000-member Ekovriend loyalty program.

Ownership category

akta.pro rank

Product category

Organic grocery retail

NAICS

Grocery and Convenience Retailers (4451), All Other Specialty Food Retailers (445298)

SIC

Retail-Variety Stores (5331), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Natural/Organic Supermarkets & Chains (CRAHAEAA)

akta.pro secondary industries

Organic Produce & Farm Market Retail (CRAHAEAD), Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)

Keywords

• Organic grocery retail
• Biological supermarket
• Private label food
• Sustainability scoring
• Loyalty program

Headquarters

HQ city

Veghel

HQ country

Netherlands

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: Revenue from brick-and-mortar supermarket sales across 75+ Ekoplaza locations and affiliated stores throughout the Netherlands.
2. Online Sales and Delivery: Revenue from online orders with home delivery and store pickup options.
3. Private Label Products: Revenue from Ekoplaza house brand products including over 300 everyday items such as coffee, tea, dairy alternatives, grains, nuts, and pantry staples.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Ekoplaza operates a chain of organic (biological) supermarkets in the Netherlands, selling certified organic groceries through 75+ branded physical stores, an online shop with delivery and pickup, and affiliated partner locations. Its assortment centers on a curated private label (Ekoplaza Huismerk) of 300+ everyday organic SKUs, all gated by the proprietary Ekoscope sustainability scoring system. The business is reinforced by the free Ekovriend loyalty program with 265,000 members offering points, discounts, and donations to sustainability projects.

Product overview

Ekoplaza is a Dutch organic supermarket chain operating as a traditional food retailer with physical stores, online shopping, and delivery services. The company offers its own private label brand (Ekoplaza Huismerk) with over 300 organic products, alongside a loyalty program (Ekovriend) with 265,000 members, and a proprietary sustainability scoring system (Ekoscope) that evaluates products on 12 environmental and social factors. The business model combines brick-and-mortar retail with e-commerce, supported by franchise partnerships and various store formats including specialty Foodmarqt locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Ekoplaza Huismerk (Private Label) Ekoplaza's private label brand offering over 300 everyday organic food products at affordable prices, including dairy, pasta, spreads, coffee, tea, nuts, eggs, and pantry staples, targeted at value-conscious organic shoppers.
• Ekoscope Sustainability Scoring Tool A choice tool that shows how conscious, social, and sustainable each product is, scoring items on 12 factors covering environmental impact, CO2 footprint, packaging, and social responsibility; each product must score at least 1 point to be carried in stores.
• Ekovriend Loyalty Program Free membership program with 265,000 members offering Eko points on purchases, 25% friend discounts on rotating bio products, birthday benefits, and the ability to donate points to sustainable projects such as the Plastic Soup Foundation.
• Online Shopping & Delivery Online grocery ordering with home delivery or pickup at stores and pickup points (Afhaalpunten) across the Netherlands, accessible through the Ekoplaza website.
• Ekoplaza Physical Retail Stores Physical retail supermarket stores across the Netherlands, including specialty formats like Ekoplaza Foodmarqt and Ekoplaza 1e Van Swindenstraat, plus franchise and partner locations in Amsterdam, Utrecht, Rotterdam, Den Haag, Den Bosch, Groningen, and other cities.
• Ekoplaza Profile Account Personal online profile for online shopping, saved favorites, purchase history, Ekovriend points tracking, and digital receipts.

Quantifiable outcome

• 265,000 active loyalty program members
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• Plastic Soup FoundationminorStrategic or Co-development Partner · 1 May 2026Ekoplaza donated €6,973 to Plastic Soup Foundation during their Mei Plasticvrij (Plastic-Free May) campaign. For each Wisselwaar jar sold in stores and webshop, €0.50 was donated to the foundation.
• Bionana and Miladys AlmánzarminorStrategic or Co-development PartnerSustainable banana cultivation project where Ekoplaza invests in banana farmer Miladys Almánzar's plantation innovations (solar panels, sprinkler irrigation) through a rent-free loan. This enables other banana farmers to access the sustainability fund.
• EkotownminorGTM or Marketing PartnerEkotown is an event platform where Ekoplaza offers free tickets to consumers for community engagement around sustainability and organic living.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Albert Heijn: The largest supermarket chain in the Netherlands and the dominant incumbent. Directly comparable because Albert Heijn's AH Biologisch organic private label competes head-to-head with Ekoplaza's assortment and offers the convenience of one-stop shopping that threatens Ekoplaza's specialist positioning.
• Jumbo: Second-largest Dutch supermarket chain, with a growing organic assortment and its own Jumbo Biologisch private label. Competes for the same conscious-consumer grocery basket and increasingly narrows the price gap with dedicated bio specialists.
• Lidl Nederland: German-headquartered discounter with significant Dutch market share. Comparable because its expanding organic range and aggressive pricing pressure premium bio specialists like Ekoplaza on the value end of the market.

Direct peers

• Odin: Dutch organic wholesaler and retailer with a long-standing bio positioning and direct-to-door delivery alongside physical stores. Most directly comparable to Ekoplaza as a fellow Dutch organic specialist with overlapping assortment and channel model.

Regional players

• Bio Company: Berlin-based organic supermarket chain with a curated assortment and sustainability focus. Comparable as a dedicated bio retailer with a similar store experience and conscious-consumer target, but operating in Germany.
• Naturalia: France's largest specialized organic retail chain, part of the Casino group. Comparable as a bio-only supermarket chain competing with generalist retailers' organic ranges, but focused on the French market.
• La Vie Claire: French organic supermarket franchise chain with both corporate and franchise locations. Directly comparable on the franchise-led, organic-only retail model, though geographically focused on France.
• Alnatura: Germany's leading dedicated organic supermarket chain with a large private-label range. Highly comparable in product mix, sustainability positioning, and store concept, but operating primarily in Germany rather than the Netherlands.

Emerging players

• Picnic: Dutch online-only grocery delivery company with a growing assortment that includes organic products. Comparable as a Netherlands-based grocery player competing for the same household grocery basket, but differentiated by an app-first, no-store model that pressures Ekoplaza's e-commerce economics.

Peers

• Whole Foods Market: US-based premium organic and natural foods supermarket chain (Amazon-owned). Comparable as a category-defining specialist grocer with strong private label, sustainability scoring (Responsibly Grown), and a loyalty-style value proposition—though operating at much larger scale and in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ekoplaza
• YouTubeyoutube.com/user/EkoPlazaBiologisch
• Facebookfacebook.com/ekoplaza
• Instagraminstagram.com/ekoplazabio
• Pinterestnl.pinterest.com/ekoplaza
• LinkedInlinkedin.com/company/ekoplaza

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 Ekoplaza