Reformhaus

What Reformhaus does

Reformhaus is a German retail cooperative (Genossenschaft, Reformhaus eG) headquartered in Zarrentin that operates a nationwide franchise network of specialist health food stores under the registered Reformhaus® trademark. The company sells natural and organic groceries, dietary supplements (Nahrungsergänzungsmittel), free medicines (Freie Arzneimittel), natural cosmetics, and personal care products to health-conscious German consumers, including shoppers with dietary restrictions (vegan, gluten-free, lactose-free, low-carb, nut-free), natural beauty buyers, and families with children.

The platform combines physical stores, which provide in-person expert consultation from trained advisors, with a direct-to-consumer e-commerce storefront at reformhaus.de built on Shopify and integrated with Klarna pay-later. Operations include same-day shipping for orders placed before 1:00 PM, free shipping above €49 within Germany, and CO2-neutral delivery. The proprietary neuform® Qualitätssiegel quality seal (with vegan and conventional variants) underpins product curation, supplemented by EU organic certification (EU Bio Siegel, Bio nach EG-Öko-Verordnung). Exclusive sub-brands include Reformhaus® Plus (supplements and medical devices), Reformhaus® Manuka Honig, and the related hautengel and KGV cosmetics/medicine lines; channel partnerships span core natural brands such as Rabenhorst, Rapunzel, Dr. Johanna Budwig, A. Vogel, and Salus.

Reformhaus generates revenue from unit-priced retail and e-commerce sales of third-party and proprietary brands, from its exclusive Reformhaus® Plus and Manuka honey lines, and from franchise-level economics within the cooperative structure. Marketing is anchored in an extensive German-language content engine (Reformhaus® Magazin, Wissen Kompakt, blog covering health/nutrition/beauty/fitness, recipes, podcast 'Natürlich Gesund Reformhaus', and Reformhaus® Kochschule cooking school), supported by email, social, SEO, and in-store events such as Probiertage tasting days.

Name

Reformhaus

Legal name

Reformhaus eG (Genossenschaft)

Website

https://reformhaus.de

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Reformhaus is a German cooperative operating a nationwide franchise network of health food stores plus a Shopify-based DTC e-commerce site, selling certified natural/organic groceries, supplements, natural cosmetics, and specialty dietary products to health-conscious German consumers.

Ownership category

akta.pro rank

Product category

Health Food Retail

NAICS

Other Specialty Food Retailers (44529), Other Health and Personal Care Retailers (45619)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE), Natural, Organic & Clean Beauty Distribution (CRAOAEAM), Organic & Natural Private Label & Brand Distribution (Wholesale) (AFAIAJAL)

Keywords

• Health food retail
• Natural organic products
• Dietary supplements
• Natural cosmetics
• Specialty grocery

Headquarters

HQ city

Zarrentin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail and E-commerce Product Sales: Sale of natural foods, dietary supplements, natural cosmetics, and health products through owned Reformhaus physical stores and online storefront
2. Proprietary Brand Products: Sales of exclusive Reformhaus® Plus supplement and medical device brand, and Reformhaus® Manuka Honig product line
3. Store Franchise Network: Independent franchisee-operated Reformhaus stores under the Reformhaus® brand and cooperative (Genossenschaft) structure

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Reformhaus operates a cooperative network of independent health food stores across Germany complemented by a direct-to-consumer e-commerce platform (reformhaus.de). The company sells certified natural and organic foods, dietary supplements, free medicines (Freie Arzneimittel), and natural cosmetics, supported by in-store expert consultation, proprietary neuform® quality certification, and an extensive editorial content library covering nutrition, health, and wellness.

Product overview

Reformhaus operates as an e-commerce platform for health food stores (Reformhäuser), offering a unified shopping experience across multiple product categories including Lebensmittel (food), Schönheit & Pflege (beauty & care), Nahrungsergänzung & Freie Arznei (food supplements & homeopathic medicines), and Manuka honey. The portfolio includes exclusive sub-brands such as Reformhaus® Plus (food supplements and medical devices), Reformhaus® Manuka Honig (Manuka honey), and Dr. Johanna Budwig (Omega-3 linseed oils), alongside partner brands including hautengel (natural cosmetics), KGV (Korean red ginseng), Rotbäckchen (juices), Rabenhorst (premium juices), and Rapunzel (organic foods). The company also provides editorial content through recipes, health articles, and publications including the Reformhaus® Magazin.

Differentiator

Problem solved

Functional benefit

Brands

• Reformhaus® Plus: Exclusive brand for dietary supplements and medical devices.
• Reformhaus® Manuka Honig
• neuform® Qualität

Products and services

• Lebensmittel (Natural & Organic Foods) Retail category offering natural and organic foods including items for vegan, gluten-free, lactose-free, low-carb, and nut-free diets, intended for health-conscious consumers and those with dietary restrictions.
• Nahrungsergänzung & Freie Arznei (Dietary Supplements & Free Medicines) Retail category offering food supplements (Nahrungsergänzungsmittel) and free medicines (Freie Arzneimittel) for health-conscious consumers seeking preventive wellness and natural remedies.
• Schönheit & Pflege (Natural Beauty & Personal Care) Retail category offering natural and organic cosmetics including body care, facial care, and anti-aging products for consumers seeking clean beauty free from synthetic chemicals.
• Reformhaus® Plus Exclusive in-house brand for food supplements (Nahrungsergänzungsmittel) and medical devices (Medizinprodukte) sold through Reformhaus stores and the online shop.
• Reformhaus® Manuka Honig Exclusive Manuka honey product line offered under the Reformhaus brand.
• Reformhaus Store Network (In-Store Expert Consultation) Nationwide franchise network of independent Reformhaus stores throughout Germany providing in-person health consultation, expert advice, and community-based retail experience for health-conscious consumers.
• Reformhaus Online Store (E-commerce) Direct-to-consumer e-commerce platform at reformhaus.de enabling nationwide product ordering with same-day shipping for orders before 1:00 PM, free shipping over €49, and CO2-neutral delivery in Germany.
• Reformhaus® Kochschule (Cooking School) Educational cooking school offering recipes, videos, and content on healthy and vegetarian cooking for consumers and families.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• ReformKontor GmbH & Co. KGcoreOthersConnected business entity providing additional services related to the Reformhaus brand network
• Akademie Gesundes LebenminorOthersAcademy partner providing education and training services for healthy living, linked in footer
• RabenhorstcoreChannel Partner/ Reseller/ DistributorPremium direct juice brand sold through Reformhaus stores. Premium direct juices of highest quality for special enjoyment moments for over 125 years.
• RapunzelcoreChannel Partner/ Reseller/ DistributorNatural food brand with fair partnerships and responsible food production, sold through Reformhaus stores
• Dr. Johanna BudwigcoreChannel Partner/ Reseller/ DistributorHealth brand specializing in good fats (Omega-3 linseed oil) that strengthen the entire organism and provide valuable energy. Featured with regular tasting events.
• KGVminorChannel Partner/ Reseller/ DistributorKorean red ginseng specialist offering quality manufactured medicines sold through Reformhaus
• hautengelminorChannel Partner/ Reseller/ DistributorEssential natural cosmetics brand for protecting skin and environment, sold through Reformhaus
• RotbäckchenminorChannel Partner/ Reseller/ DistributorQuality juice brand for the whole family for over 70 years, sold through Reformhaus
• A. VogelcoreChannel Partner/ Reseller/ DistributorNatural health products brand available through Reformhaus stores
• SaluscoreChannel Partner/ Reseller/ DistributorNatural health brand available through Reformhaus
• PrimaveraminorChannel Partner/ Reseller/ DistributorNatural wellness and aromatherapy products available through Reformhaus

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Rossmann: Major German drugstore chain with a meaningful natural and organic product assortment, competing with Reformhaus on supplements, natural cosmetics, and healthy foods at much higher store density.
• Holland & Barrett: International health food and supplement retailer with a German D2C presence; comparable to Reformhaus on supplements and natural health products, though without the cooperative or specialist food heritage.
• dm drogerie markt: Germany's largest drugstore chain; while broader than Reformhaus, it carries significant natural food, supplement, and natural cosmetics assortments at scale — a major indirect competitor for basket share.
• Müller (Müller Drogerie): German drugstore/retail chain carrying natural cosmetics, supplements, and health foods. Larger and more general than Reformhaus but with overlapping categories and target consumers.

Direct peers

• Bio Company: German organic supermarket chain operating in major cities with a similar assortment of natural foods, supplements, and natural cosmetics — a direct competitor for health-conscious German shoppers.
• Basic Bio: German organic supermarket chain positioned in the same natural and organic food retail space as Reformhaus, competing for health-conscious consumers across multiple German regions.
• Alnatura: Germany's largest organic supermarket chain, directly comparable to Reformhaus as a destination for certified organic foods, dietary supplements, and natural cosmetics, but with broader grocery assortment and larger store footprint.
• Denn's Biomarkt: German/Austrian organic supermarket chain (part of Dennree group) offering certified organic foods and natural products, directly overlapping with Reformhaus's core assortment and target customer.

Others

• Bioland: Germany's largest organic farming association; comparable to Reformhaus as a trust anchor in the German organic ecosystem, and a supplier/certification counterpart rather than a direct retailer.

Regional players

• Naturkost Übelhör: Regional German organic wholesale and retail operator with comparable natural product assortment; smaller scale than Reformhaus and primarily active in southern Germany (Allgäu region).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/ReformhausDE
• Facebookfacebook.com/reformhaus.de
• Instagraminstagram.com/reformhaus.de/?hl=de
• Pinterestpinterest.de/reformhausDE
• LinkedInlinkedin.com/company/reformhaus-eg

Compliance3 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 Reformhaus