What Med24 does

Med24.dk ApS is a privately held Danish e-commerce retailer founded in 2005, operating one of the country's larger online health and wellness storefronts under the domain med24.dk. The company sells more than 25,000 SKUs spanning dietary supplements, vitamins, personal care, hair care, beauty products, over-the-counter medicines, mother and baby products, pet products, and home and leisure items. It is approved by the Danish Medicines Agency (Lægemiddelstyrelsen) to sell over-the-counter medicines online, a regulatory credential that legitimises a meaningful share of its assortment and is used as a primary trust signal on the storefront. The company is headquartered in Løkken, Denmark, with a warehouse at Løkkensholmsvej 6 and a secondary returns and warehouse site at Egevej 46; in May 2023 it extended into physical retail by opening "Beauty by Med24," a beauty salon in central Løkken offering Dermalogica facials, brow and lash services, waxing, and nail treatments.

The business model is a direct-to-consumer e-commerce operation targeting Danish health-conscious consumers. Revenue is generated through transactional online sales of branded health, wellness, and beauty products at retail pricing, with the Club Med24 loyalty programme offering a minimum 2% bonus on purchases (excluding OTC medicines and infant formula) to drive repeat behaviour. Customers benefit from free shipping above 399 DKK, a 30-day return right, and a 1–3 day delivery window via third-party carriers (DAO, GLS, Post Danmark). Customer acquisition relies on email marketing to a 300,000+ subscriber newsletter base, organic social (Facebook and Instagram), seasonal campaigns, and a content marketing footprint. Payments are processed via Dankort, Visa, Mastercard, MobilePay, and EAN invoice with no transaction fees, while return logistics are handled through CoolRunner.

The company is independently owned and has no disclosed institutional investors, funding rounds, M&A activity, or named leadership team in the data set. Its scale commentary emphasises 25,000+ products, 30,000+ items in stock for immediate dispatch, and 300,000+ newsletter subscribers, and it markets itself as "Nordens største online helsebutik" (Nordic's largest online health store), although shipping is explicitly limited to Denmark. The operational footprint remains modest, with 11–50 employees concentrated at the Løkken site and a small, qualified staff complement (pharmacist, nutritional counsellor, materials expert, beautician) supporting customer advice and product curation.

Name

Med24

Legal name

Med24.dk ApS

Website

https://med24.dk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Med24.dk is a privately held Danish online health and wellness retailer, founded in 2005, selling 25,000+ supplements, personal care, beauty, and OTC medicine products to Danish consumers via its own website, supported by a 300,000+ subscriber newsletter and a physical beauty salon in Løkken.

Ownership category

akta.pro rank

Product category

Online Health & Wellness Retail

NAICS

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

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Discount Drugstores with DME/Home Medical (Value Medical Supply) (CRAEAHAG)

Keywords

• Online health store
• Dietary supplements
• Over-the-counter medicines
• Personal care products
• Beauty and wellness

Headquarters

HQ city

Løkken

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (E-commerce): Med24 generates revenue through direct-to-consumer online sales of health, wellness, beauty, and personal care products. Revenue is primarily one-time transactional, supplemented by a loyalty/bonus program that incentivizes repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Med24.dk is a Danish online health and wellness retailer operating its own e-commerce storefront at med24.dk, offering over 25,000 products across categories including dietary supplements, personal care, hair care, beauty, OTC medicines, weight management, mother and child, pet care, and home/leisure. The company complements its online store with the Beauty by Med24 physical salon in Løkken offering cosmetic treatments and a free Club Med24 loyalty bonus program that rewards repeat purchases.

Product overview

Med24.dk is a Danish online health and wellness e-commerce platform positioned as 'Nordens største online helsebutik' (Nordic's largest online health store), offering over 25,000 products. The core offering is the Med24.dk online store platform with integrated membership program (Club Med24), complemented by the physical Beauty by Med24 salon in Løkken. Product portfolio spans dietary supplements (vitamins, fish oil, probiotics, collagen), personal care (skincare, hand soaps, lip balms), hair care (Skøndinavia), beauty (makeup, perfume), over-the-counter medicines, mother & baby products (Babymoov Nutribaby, Lovenest), and home & leisure. The business model combines e-commerce operations with professional staff advice (pharmacist, nutrition counselor, beautician) and a physical salon location.

Differentiator

Problem solved

Functional benefit

Brands

• Beauty by Med24: A physical salon operated by Med24 in Løkken, Denmark, offering beauty treatments including facials (Dermalogica, PH Formula), brow and lash services, waxing, nail services, and hair removal.

Products and services

• Med24.dk Online Health Store Danish e-commerce storefront offering over 25,000 health, wellness, personal care, beauty, OTC medicine, and mother-and-baby products to Danish consumers, with free shipping over 399 DKK and 1-3 day delivery.
• Beauty by Med24 Salon Physical beauty salon in Løkken, Denmark, offering Dermalogica facials, PH Formula treatments, brow and lash services, Shellac and gel nails, waxing, hair removal, and beauty consultations, with appointments booked via the PlanWay system.

Quantifiable outcome

• Over 25,000 products across health and wellness categories
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

One partnership is on record.

• Lægemiddelstyrelsen (Danish Medicines Agency)coreOthersMed24 is approved by the Danish Medicines Agency to sell over-the-counter medicines online. This regulatory approval is essential for their OTC medicine sales operations and demonstrates compliance with Danish pharmaceutical regulations.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Helsebixen.dk: Smaller Danish online health store focused on supplements and natural remedies. Comparable niche D2C health retailer competing with Med24 for the same Danish health-conscious consumer.
• Nicehair.dk: Danish online beauty and health retailer with a broad assortment and aggressive pricing. Comparable to Med24's beauty and personal care categories, though less focused on OTC medicine.

Direct peers

• Matas: Denmark's largest drugstore chain with a strong e-commerce platform selling health, beauty, personal care and OTC products. Most directly comparable to Med24 in assortment, target customer and D2C/omnichannel model.
• Helsam: Danish health-food retailer with both physical stores and online presence, focused on supplements, natural health and wellness products. Overlaps Med24 directly in supplements and natural health categories for Danish consumers.
• Apopro (online pharmacy): Danish online pharmacy selling OTC medicines, personal care and health products directly to consumers. Closely comparable as a pure-play D2C health/medicine e-commerce competitor with strong regulatory positioning.
• Webapoteket: Danish online pharmacy offering prescription and OTC medicines plus health and beauty products. Comparable in regulatory approvals, D2C medicine delivery and broad health assortment.

Regional players

• Apotek Hjärtat: Sweden's largest pharmacy chain with online OTC medicine and health assortment. Comparable on regulated online medicine sales and health/beauty categories, but serving Sweden rather than Denmark.
• Life (Norway): Norwegian health and wellness retailer (physical + online) selling supplements, natural remedies and personal care. Comparable in category mix and positioning, but operates in a different Nordic geography from Med24.

Broad incumbents

• Coop.dk (health & personal care): Large Danish grocery retailer with an online health, wellness and personal care range. Comparable in assortment categories but as part of a wider grocery footprint, not a specialised health store.
• Magasin du Nord (Health & Beauty online): Major Danish department store with a sizeable online health, beauty and personal care category. Overlaps with Med24's beauty and personal care assortment but as part of a much broader retail portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Med24.dk
• Instagraminstagram.com/med24dk
• Xx.com/med24dk
• LinkedInlinkedin.com/company/med24.dk

Compliance4 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 Med24