Plein.nl

What Plein.nl does

Plein.nl bv is a privately held Dutch online drugstore (drogist) headquartered in Maarssen, Netherlands, operating since 2003. The company runs a direct-to-consumer e-commerce platform at plein.nl (Netherlands) and plein.be (Belgium), complemented by native iOS and Android mobile applications. Its assortment spans more than 30,000 SKUs across personal care, beauty, health, household, baby, pet, food and drink, gifts, and sports categories, positioning it as a generalist online drugstore for daily essentials rather than a niche specialist.

The technology stack is a typical mid-market e-commerce configuration: a self-serve storefront with account management, order tracking, and wishlist functionality; a loyalty program (Sparen met Plein) earning 10 points per €10 spent; marketing automation and personalization through MailCampaigns and Spotler Activate; behavioral analytics via Kickbite, Microsoft Clarity, and Hotjar; cookie consent via Cookiebot; and a guided product-choice tool (Qonfi). No proprietary AI, model, or data flywheel is disclosed. Fulfillment relies on multi-carrier logistics partnerships with PostNL, DHL, Trunkrs (evening delivery), and Budbee parcel lockers.

The business model is transactional one-time product sales to long-tail B2C consumers, supplemented by a B2B Zakelijk platform requiring €500 minimum orders with quote-based pricing for corporate customers. B2C minimum order is €15 with free shipping above €35; payment options include iDEAL, Visa, Mastercard, Klarna (BNPL), Bancontact, and Buckaroo bank transfer. The company holds Thuiswinkel Waarborg, ISO 22000, EU Organic, and Keurmerk Zelfzorg certifications, and reports an 8.8/10 customer rating across 12,919 Kiyoh reviews. It claims no external investors, no parent company, and no disclosed funding history.

Name

Plein.nl

Legal name

Plein.nl bv

Website

https://plein.nl

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

Plein.nl is a Dutch online drugstore founded in 2003, selling 30,000+ personal care, household, baby, pet, and food products directly to consumers in the Netherlands, Belgium, and Germany via its website, mobile apps, and a B2B bulk-order platform.

Ownership category

akta.pro rank

Product category

Online Drugstore Retail

NAICS

Health and Personal Care Retailers (456)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro industry

PRIMARYCRAFAEAK

Health & Pharmacy Omnichannel

Consumer Products & Retail/E-commerce & Marketplaces/Omnichannel Retail E-commerce

Keywords

• Online drugstore retail
• Personal care products
• Household essentials
• E-commerce platform
• Beauty health products

Headquarters

HQ city

Maarssen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales (B2C): Direct-to-consumer online sales of personal care, beauty, health, household, baby, pet, food & drink, gifts, and sports products. Customers order through website or mobile app with minimum order value of €15.
2. B2B Business Account Sales: Corporate customers with business accounts placing bulk orders above €500 minimum. Offers quote-based pricing for large quantity purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Plein.nl is an online drugstore (drogist) that sells more than 30,000 consumer products across personal care, beauty, health, household cleaning, baby, pet, food and beverages, gifts, and sports categories through its own e-commerce website (plein.nl and plein.be) and mobile apps for iOS and Android. The company also operates a parallel B2B Zakelijk platform for business customers placing orders of €500 or more with quote-based pricing, complemented by the "Sparen met Plein" points-based loyalty program and digital Plein Cadeaukaart gift cards.

Product overview

Plein.nl operates as an online drugstore platform offering more than 30,000 products across personal care, beauty, health, household, baby, pet, and food categories. The platform consists of the core Plein.nl e-commerce website with account management, order tracking, wishlists, and loyalty program; the Plein mobile application available for iOS and Android; the Zakelijk B2B platform for bulk ordering above €500 with quotation requests; the Sparen met Plein loyalty program; digital gift cards; and periodic promotional folders. The company also offers business accounts for commercial customers and various promotional mechanisms including newsletters and WhatsApp communication.

Differentiator

Problem solved

Functional benefit

Products and services

• Plein.nl E-commerce Platform

Quantifiable outcome

• 8.8/10 customer rating from 12,919 reviews on Kiyoh
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability5 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• PostNLcoreTechnology or IntegrationPrimary logistics partner for Dutch and Belgian parcel delivery. Provides Track & Trace shipment tracking, home delivery, and service point pickup options. CO2-neutral delivery commitment.
• DHLcoreTechnology or IntegrationPrimary logistics partner for Dutch parcel delivery. Uses electric vehicles, e-trucks, and electric (cargo) bikes for sustainable delivery. Commits to CO2 reduction through HVO100 fuel and BREEAM-certified facilities.
• BudbeeminorChannel Partner/ Reseller/ DistributorSmart parcel locker service for Dutch and Belgian customers. Partners for convenient pickup at Albert Heijn and other locations with code-based locker access.
• MailCampaignscoreTechnology or IntegrationEmail marketing platform for transactional emails, tips, review requests, repeat purchase reminders, weekly newsletters, and personalized offers.
• Spotler ActivatecoreTechnology or IntegrationMarketing automation and customer personalization platform. Analyzes website usage, email interactions, product views, and purchases for personalized content and recommendations.
• CookiebotcoreTechnology or IntegrationCookie consent management platform for GDPR compliance, managing functional, analytical, and marketing cookie preferences.
• Beslist.nlminorGTM or Marketing PartnerPrice comparison and product discovery platform driving traffic through affiliate marketing relationship.
• BuckaroocoreTechnology or IntegrationFinancial services partner for bank transfer payment processing, providing payment links for manual bank transfers.
• KlarnacoreChannel Partner/ Reseller/ DistributorBuy-now-pay-later partner enabling 30-day payment terms for customers. Handles credit checks and payment collection.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kruidvat: Leading Dutch drugstore chain with a large e-commerce platform selling personal care, beauty, health, baby, and household products across the Netherlands and Belgium. Direct competitor to Plein in online drogist assortment and price-led positioning.
• Etos: Dutch drugstore retailer offering personal care, baby, and health products both in-store and online. Competes head-to-head with Plein for everyday personal care and OTC purchasing among Dutch consumers.
• Holland & Barrett: Specialty health and wellness retailer operating online in the Netherlands and Belgium, focused on vitamins, supplements, and natural health products — a directly overlapping subset of Plein's assortment.
• Drogisterij.net: Dutch online-only drugstore offering a comparable assortment of personal care, household, baby, and health products with value pricing. Closely comparable to Plein as a pure-play online drogist.
• De Online Drogist: Dutch online drugstore focused on personal care, beauty, and household products with promotional pricing and home delivery. Competes for the same Dutch price-sensitive drugstore shopper as Plein.

Broad incumbents

• Bol.com: Largest Dutch online marketplace carrying personal care, household, baby, and pet categories alongside a much broader assortment. Competes for the same basket but operates at significantly greater scale across many verticals.
• Amazon.nl: General e-commerce marketplace with personal care, household, baby, and pet categories in the Netherlands and Belgium. Indirect competitor on assortment and delivery speed but operates across far more categories.
• Albert Heijn (ah.nl): Largest Dutch supermarket chain with online ordering that includes personal care, household, and baby products. Overlaps with Plein on convenience-driven daily essentials and Budbee parcel locker partnership.

Emerging players

• Vitakruid: Dutch online specialist focused on vitamins, supplements, and sports nutrition. Overlaps with a meaningful subset of Plein's health and supplement assortment with a more category-focused proposition.
• Drogistensite.nl: Dutch online drugstore platform offering personal care and household products. Plein is also certified under their Keurmerk Zelfzorg, indicating overlapping compliance and assortment scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Plein.nl
• Xx.com/plein_nl
• LinkedInlinkedin.com/company/pleinnl

Compliance5 records

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 Plein.nl