FARMALINE
FARMALINE is the Belgian online pharmacy brand of Redcare Pharmacy N.V., serving Belgian consumers via farmaline.be with over 70,000 pharmaceutical, supplement, beauty, and personal care products through direct sales and a third-party partner marketplace.
- Company typePrivate
- Founded2001
- HeadquartersSevenum, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What FARMALINE does
FARMALINE is the Belgian online pharmacy brand of Redcare Pharmacy N.V. (formerly Shop Apotheke Europe), serving Belgian consumers through the farmaline.be e-commerce platform with more than 70,000 pharmaceutical, parapharmaceutical, supplement, beauty, and personal care products. The platform supports Dutch- and French-language storefronts and is operated through two Dutch private limited liability companies: Shop-Apotheke B.V. (Venlo), which handles direct pharmacy sales from the group's own inventory, and Shop-Apotheke Service B.V. (Sevenum), which operates a third-party partner marketplace where external sellers fulfil directly to consumers. Product categories span prescription and OTC medicines, nutritional supplements, beauty and body care, mother and child, sports nutrition, weight management, care and first aid, and pet health, with supplementary services including a RedPoints loyalty program, a €5 newsletter acquisition incentive, a Live Shopping feature, and the "Farmazine" digital editorial publication.
The business runs on a two-stream revenue model: direct product sales (transactional, no mandatory subscription) and marketplace commissions from third-party partner sellers, with per-transaction pricing, a €39 free-shipping threshold, multiple payment methods (Bancontact, Visa, Mastercard, PayPal, Maestro, bank transfer), and shipping via Bpost, Mondial Relay, Same Day Delivery, and PostNL. The go-to-market motion is direct-to-consumer and product-led, leveraging email/newsletter, social media (Facebook, Instagram, Pinterest), SEO, promotional codes, and the RedPoints loyalty engine. Farmaline operates under Dutch regulatory supervision (Staatstoezicht op de Volksgezondheid), holds TÜV ISO 9001 certification, and is a member of the European Association of E-Pharmacies (EAEP).
Farmaline's online business was acquired by Shop Apotheke Europe in 2016 and achieved Belgian online pharmacy market leadership within one year; the parent rebranded to Redcare Pharmacy N.V. in 2024. Farmaline now operates as part of a publicly listed pan-European online pharmacy group that also runs brands in Germany, Austria, France, Switzerland, and Italy. Standalone revenue and earnings for Farmaline are not separately disclosed; the parent group reported a market capitalization of approximately €756.60 million as of March 2026 with negative earnings per share of -€1.87, indicating a growth/investment phase.
FARMALINE firmographics
Firmographics- Name
- FARMALINE
- Legal name
- Shop-Apotheke B.V.
- Website
- https://farmaline.be
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FARMALINE is the Belgian online pharmacy brand of Redcare Pharmacy N.V., serving Belgian consumers via farmaline.be with over 70,000 pharmaceutical, supplement, beauty, and personal care products through direct sales and a third-party partner marketplace.
- Ownership category
- akta.pro rank
Where FARMALINE is headquartered
LocationHeadquarters
- HQ city
- Sevenum
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
FARMALINE business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (Direct): Farmaline sells pharmaceutical, parapharmaceutical, health, and beauty products directly to consumers from Shop-Apotheke's own inventory. Products include medicines, supplements, cosmetics, personal care, and sun protection. Revenue is generated per transaction with no mandatory subscription.
- Marketplace Commission (Partner Sales): Third-party sellers (partners) sell products directly to customers through Farmaline's platform. Shop-Apotheke Service B.V. operates the partner marketplace. Farmaline earns a commission on each partner sale, as evidenced by the clear labeling of partner-sold items in the product listings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Free shipping threshold at €39 order value |
| Transaction based/ take rate | Pay-as-you-go | Newsletter signup promocode for €5 discount |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
FARMALINE product offering
Product offeringCore offering
FARMALINE operates an online pharmacy platform serving Belgian consumers with more than 70,000 pharmaceutical, parapharmaceutical, health, beauty, and personal care products. The platform combines direct pharmacy sales from Shop-Apotheke B.V.'s own inventory with a partner marketplace (operated by Shop-Apotheke Service B.V.) where third-party sellers fulfill products directly to customers. The offering is delivered through farmaline.be in Dutch and French, with multi-carrier shipping, a RedPoints loyalty program, and certified original products.
Product overview
FARMALINE is an online pharmacy platform for Belgium operated by Shop-Apotheke B.V. (direct pharmacy sales) and Shop-Apotheke Service B.V. (partner marketplace). The platform offers more than 70,000 pharmaceutical and health products across categories including prescription and OTC medicines, nutritional supplements, beauty & body care, mother & child care, sports & fitness, weight management, care & first aid, and pets. Key products and services include the core online pharmacy platform, a partner marketplace for third-party sellers, the RedPoints loyalty program, newsletter with €5 promocode incentives, Farmazine digital publication, Live Shopping feature, and Redcare own-brand products. The company is part of the Redcare Pharmacy N.V. (formerly Shop Apotheke Europe) group and holds TÜV ISO 9001 certification.
Differentiator
Problem solved
Functional benefit
Brands
- Redcare: Own brand of health and beauty products including sunscreens (Redcare Zonnecrème, Redcare Derma), supplements (Redcare Magnesium, Redcare MagneB Complex), and other health products sold exclusively on the platform.
Products and services
- FARMALINE Online Pharmacy Platform Online pharmacy platform serving Belgian consumers with more than 70,000 pharmaceutical and health products, including prescription and OTC medicines, supplements, beauty products, and personal care items. Operated by Shop-Apotheke B.V. for direct pharmacy sales.
- Farmaline Partner Marketplace
Companies that use FARMALINE
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
FARMALINE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FARMALINE partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Redcare Pharmacy N.V. (formerly Shop Apotheke Europe)coreFarmaline's online business was acquired by Shop Apotheke Europe (now Redcare Pharmacy N.V.) in 2016. Within one year of acquisition, Farmaline achieved market leadership in online pharmacy in Belgium. Farmaline now operates as the Belgian brand of the Redcare Pharmacy group, benefiting from shared technology, logistics, and brand infrastructure.
- Shop-Apotheke Service B.V.coreShop-Apotheke Service B.V. operates the partner marketplace on Farmaline's platform, enabling third-party sellers to list and sell products directly to consumers. This marketplace layer is separate from Shop-Apotheke B.V.'s direct pharmacy sales.
- European Association of E-Pharmacies (EAEP)minorFarmaline is a member of the European Association of E-Pharmacies (EAEP), which promotes standards and trust in online pharmacy across Europe.
- TÜV NordminorFarmaline holds TÜV ISO 9001 certification, demonstrating quality management system compliance. Certification is available for download on the website.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
FARMALINE competitors and assessment
Company assessmentBroad incumbents
- Amazon Pharmacy: Amazon Pharmacy is Amazon's prescription and OTC medicine delivery service operating in the US and expanding internationally. As a broad incumbent with massive logistics and pricing power, it represents a structural competitive threat to specialists like Farmaline.
- Bol.com (health & pharmacy assortment):
Regional players
- Pharmacy2U: Pharmacy2U is the UK's largest online pharmacy, offering prescription and OTC medicines plus health products with home delivery. It is comparable in business model and category mix, though it serves the UK rather than the Belgian market.
- Lloyds Pharmacy Online: Lloyds Pharmacy Online is the digital arm of one of the UK's largest pharmacy chains, offering home delivery of OTC, prescription, and wellness products. Comparable in DTC pharmacy e-commerce model, though it operates in the UK rather than Belgium.
Direct peers
- Newpharma: Newpharma is one of Belgium's largest online pharmacies and a direct head-to-head competitor to Farmaline in the Belgian market. It sells a comparable range of OTC, prescription, beauty, and wellness products to Belgian consumers online.
- DocMorris (Zur Rose Group): DocMorris is one of Europe's largest online pharmacies, operating across Germany, Switzerland, the Netherlands and other markets. It is the closest direct competitor to Farmaline in pan-European e-pharmacy, with overlapping OTC, supplement, and beauty assortments and a similar DTC plus marketplace growth model.
- Shop Apotheke Austria: Shop Apotheke Austria is another Redcare Pharmacy N.V. brand operating the same e-pharmacy model in Austria. It is directly comparable in catalog breadth, loyalty mechanics, and regulatory framework, and competes for the same Redcare group investment.
- Shop Apotheke (Germany): Shop Apotheke Germany is Farmaline's sister brand under Redcare Pharmacy N.V., operating the same e-pharmacy playbook in the much larger German market. It is directly comparable in product mix, loyalty mechanics (RedPoints), and technology stack, and serves as the model for Farmaline's operations.
- Redcare Apotheke Switzerland: Redcare Apotheke Switzerland is Farmaline's sister site under Redcare Pharmacy N.V., offering an almost identical assortment and user experience. Comparable in regulatory model, RedPoints loyalty, and DTC pharmacy operations.
- Redcare Pharmacie France: Redcare Pharmacie is Farmaline's French sister brand under the same Redcare Pharmacy N.V. parent. It shares Farmaline's platform, fulfilment network, and own-brand (Redcare) strategy, differing only by geography — making it a near-perfect operational peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
FARMALINE social profiles
Digital presenceFARMALINE compliance and trust
Trust signalCompliance2 records
FARMALINE financial estimates
Financial estimateRevenue estimate
Valuation estimate
FARMALINE leadership team
Management profileNumber of profiles
Profiles4 records
FARMALINE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FARMALINE 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 FARMALINE
What does FARMALINE do?
FARMALINE operates an online pharmacy platform serving Belgian consumers with more than 70,000 pharmaceutical, parapharmaceutical, health, beauty, and personal care products. The platform combines direct pharmacy sales from Shop-Apotheke B.V.'s own inventory with a partner marketplace (operated by Shop-Apotheke Service B.V.) where third-party sellers fulfill products directly to customers. The offering is delivered through farmaline.be in Dutch and French, with multi-carrier shipping, a RedPoints loyalty program, and certified original products.
Is FARMALINE a public or private company?
FARMALINE is a private company. It is classified as corporate owned and is currently operating.
When was FARMALINE founded?
FARMALINE was founded in 2001. It employs 51 to 100 people.
Where is FARMALINE based?
FARMALINE is headquartered in Sevenum, Netherlands, in the Europe region.
How does FARMALINE make money?
Two revenue lines are on record. Product Sales (Direct) is the primary driver. The others are marketplace Commission (Partner Sales).
Who are FARMALINE's main competitors?
Broad incumbents on record are Amazon Pharmacy and Bol.com (health & pharmacy assortment). Regional players are Pharmacy2U and Lloyds Pharmacy Online. Direct peers are Newpharma, DocMorris (Zur Rose Group), Shop Apotheke Austria, Shop Apotheke (Germany), Redcare Apotheke Switzerland and Redcare Pharmacie France.
Does FARMALINE have an API?
No public API is recorded for FARMALINE.