Paranova
Paranova is a Danish pharmaceutical parallel importer and distributor, wholly owned by MPA Pharma Group, that sources original EU medicines from lower-priced markets and redistributes them across Denmark, Sweden, Finland, Norway, Germany, and Austria.
- Company typePrivate
- Founded1989
- HeadquartersHerlev, Denmark
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Paranova does
Paranova Group ApS is a Danish-headquartered pharmaceutical importer and distributor specializing in parallel imports of original EU medicinal products. Founded in 1989 by Erik B. Pfeiffer, the company was majority-acquired by MPA Pharma Group in 2012 and became a wholly-owned subsidiary in November 2016. Paranova operates as the Nordic distribution arm of MPA Pharma Group, the 3rd largest reimport group in Europe, alongside EMRAmed which covers German-speaking markets. The company offers more than 800 original EU pharmaceuticals including prescription medicines, OTC products, narcotic drugs, and medical devices, sourced from licensed wholesalers in lower-priced EU markets and redistributed into Denmark, Sweden, Finland, Norway, Germany, and Austria with national-language repackaging.
The business is built on regulatory-licensed cross-EU price arbitrage, applying GMP-compliant quality management and GDP-compliant cold-chain logistics. Paranova implements the EU Falsified Medicines Directive (2011/62/EU) and Commission Delegated Regulation (EU) 2016/161, placing unique 2D/QR identifiers and anti-tampering devices on all prescription products, with serialization verified against a European database. Operations are supported by offices in Herlev, Denmark (headquarters) and Vantaa, Finland. Distribution channels include pharmaceutical wholesalers, retail and online pharmacies, and the Danish public hospital purchasing organization Amgros.
Revenue is generated through B2B product sales transactions across Nordic and DACH markets, with savings passed through to healthcare systems (parallel imports contributed 14% of Danish pharmaceutical market turnover and €82 million in system savings in 2018). The customer base spans wholesalers, retail and online pharmacies, and public hospitals, with Paranova positioned as a cost-containment partner for Nordic healthcare systems and a distribution channel for cross-EU pharmaceutical sourcing.
Paranova firmographics
Firmographics- Name
- Paranova
- Legal name
- Paranova Group ApS
- Website
- https://paranova.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Paranova is a Danish pharmaceutical parallel importer and distributor, wholly owned by MPA Pharma Group, that sources original EU medicines from lower-priced markets and redistributes them across Denmark, Sweden, Finland, Norway, Germany, and Austria.
- Ownership category
- akta.pro rank
Paranova industry classification
Industry- Product category
- Pharmaceutical Distribution (Parallel Imports)
- NAICS
- Drugs and Druggists' Sundries Merchant Wholesalers (424210)
- SIC
- Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)
- akta.pro primary industry
- Parallel Import/Export & Secondary Market Pharmaceutical Wholesalers (HLAIAJAK)
- akta.pro secondary industries
- Prescription Pharmaceutical (Rx) Wholesale Distribution (CRAOAHAA), Controlled Substances & Compliance-Focused Pharmaceutical Distributors (HLAIAJAN)
Keywords
Where Paranova is headquartered
LocationHeadquarters
- HQ city
- Herlev
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Paranova business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Pharmaceutical Parallel Import Distribution: Paranova generates revenue through the import and distribution of original EU pharmaceuticals at competitive prices. The company purchases pharmaceuticals from licensed wholesalers in EU countries with lower prices, repackages them with national language labeling, and distributes them through pharmacies, hospitals, and wholesalers in Nordic markets and German-speaking regions. Revenue is generated through product sales transactions across Denmark, Sweden, Finland, Germany, and Austria.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels1 record
Paranova product offering
Product offeringCore offering
Paranova imports original branded pharmaceuticals from EU countries with lower prices and distributes them through wholesalers, pharmacies, and hospitals in Nordic markets (Denmark, Sweden, Finland) and German-speaking markets (Germany, Austria). The company repackages imports with national language labels and leaflets to comply with local regulations, offering over 800 different original EU pharmaceuticals alongside OTC products, medical devices, and narcotic drugs. Revenue is generated through product sales of these parallel-imported pharmaceuticals.
Product overview
Paranova is a pharmaceutical distribution company specializing in parallel imports of original EU pharmaceuticals. The company operates as a distribution subsidiary of MPA Pharma Group and offers over 800 different original EU pharmaceutical products. Their core business model involves purchasing original branded pharmaceuticals from EU countries with lower prices, repackaging them with national language labels and leaflets, and distributing them through Scandinavian markets (Denmark, Finland, Norway, Sweden) and DACH markets (Germany, Austria). The product portfolio spans prescription pharmaceuticals, over-the-counter (OTC) products, narcotic drugs, and medical devices, all subject to strict GMP and GDP compliance and serialized with 2D codes for falsified medicines prevention.
Differentiator
Problem solved
Functional benefit
Products and services
- EU Pharmaceuticals (Parallel Imports) Original branded prescription pharmaceuticals sourced from EU member states with lower prices and redistributed in Denmark, Sweden, Finland, Germany, and Austria at competitive pricing for pharmacies, hospitals, and wholesalers.
- Repackaging Services Specialized repackaging of imported pharmaceuticals with national language labels, leaflets, and packaging to satisfy local regulatory requirements in destination markets.
- Over-the-Counter (OTC) EU Pharmaceuticals Non-prescription pharmaceutical products imported from EU countries and distributed through retail and online pharmacies in Nordic markets.
- Medical Devices Medical devices imported and distributed alongside pharmaceutical products through Paranova's wholesaler, pharmacy, and hospital network.
- Narcotic Drugs Controlled narcotic pharmaceutical products imported and distributed under strict regulatory compliance within the EU framework.
Quantifiable outcome
- €82 million in savings in Denmark alone (2018)
- +2 more outcomes
Companies that use Paranova
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Paranova technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Paranova partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- MPA Pharma GroupcoreMPA Pharma GmbH is the parent company of Paranova. The group's core activities include reimport and parallel import of EU medicinal products, trade with pharmaceuticals and medical devices, and contract manufacturing services. MPA Pharma became the majority shareholder of Paranova in 2012 and assumed 100% ownership in November 2016.
- EMRAmedcoreEMRAmed Arzneimittel GmbH is the MPA Pharma group's distribution subsidiary for the German-speaking world (Germany and Austria), operating alongside Paranova's Nordic operations.
- Affordable Medicines EuropecoreFormerly known as the European Association of Euro-Pharmaceutical Companies (EAEPC), this association represents parallel importers and exporters of pharmaceuticals. The association provides industry studies on cost savings from parallel imports.
- AmgroscoreDanish hospital purchasing organization that procures pharmaceuticals for public hospitals. Paranova supplies parallel-imported pharmaceuticals through this organization for Danish hospital sales.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Paranova competitors and assessment
Company assessmentDirect peers
- Orifarm: Danish-headquartered parallel importer and generics supplier operating across Europe, with a comparable Rx parallel import business and similar customer base of pharmacies, hospitals, and wholesalers. Orifarm is the most direct Nordic competitor to Paranova.
- EMRAmed Arzneimittel: Sister company under MPA Pharma Group and the group's DACH distribution subsidiary, executing the same parallel-import model in Germany and Austria that Paranova runs in the Nordics. Closest operational twin within the same parent.
- Abacus Medicine: Danish parallel importer and pharmaceutical distributor serving European markets with hospital and pharmacy customers. Directly comparable business model and geographic focus to Paranova, particularly in Nordic parallel trade.
- CC Pharma: German parallel importer of pharmaceuticals distributing to pharmacies and wholesalers across DACH and Europe. Comparable product mix (originator Rx), regulatory approach, and channel strategy to Paranova's DACH-facing operations.
- Kohl Pharma: German parallel importer and pharmaceutical distributor serving pharmacies and healthcare providers with EU-sourced originator products. One of the established German parallel-import competitors to EMRAmed/Paranova's DACH channel.
- Axicorp: German pharmaceutical company focused on parallel imports and generics distribution to pharmacies and wholesalers. Comparable mid-sized parallel-import model operating in adjacent German-speaking markets.
- Aliud Pharma: German parallel importer and generics supplier (part of the Stada group), distributing to pharmacies across Germany. Directly overlapping parallel-import business with Paranova's DACH distribution ambitions.
- Bluefish Pharmaceuticals: Sweden-based generics and parallel-import pharmaceutical company serving European markets. Comparable Nordic positioning and pharmacy/wholesale channel mix to Paranova, with overlapping presence in Sweden.
Broad incumbents
- Stada Arzneimittel: Large European generics and specialty pharma group with parallel-import capabilities (including via Aliud Pharma). Operates a much broader portfolio than Paranova but overlaps directly in parallel-imported Rx distribution across DACH.
Others
- Affordable Medicines Europe: Industry association (formerly EAEPC) representing European parallel importers and exporters, of which Paranova is a member. Provides industry-level context on parallel-import economics and policy, but not a commercial peer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Paranova social profiles
Digital presenceParanova compliance and trust
Trust signalCompliance4 records
Paranova financial estimates
Financial estimateRevenue estimate
Valuation estimate
Paranova leadership team
Management profileNumber of profiles
Profiles5 records
Paranova funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Paranova 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 Paranova
What does Paranova do?
Paranova imports original branded pharmaceuticals from EU countries with lower prices and distributes them through wholesalers, pharmacies, and hospitals in Nordic markets (Denmark, Sweden, Finland) and German-speaking markets (Germany, Austria). The company repackages imports with national language labels and leaflets to comply with local regulations, offering over 800 different original EU pharmaceuticals alongside OTC products, medical devices, and narcotic drugs. Revenue is generated through product sales of these parallel-imported pharmaceuticals.
Is Paranova a public or private company?
Paranova is a private company. It is classified as corporate owned and is currently operating.
When was Paranova founded?
Paranova was founded in 1989. It employs 51 to 100 people.
Where is Paranova based?
Paranova is headquartered in Herlev, Denmark, in the Europe region.
How does Paranova make money?
One revenue line is on record: pharmaceutical Parallel Import Distribution.
Who are Paranova's main competitors?
Direct peers on record are Orifarm, EMRAmed Arzneimittel, Abacus Medicine, CC Pharma, Kohl Pharma, Axicorp, Aliud Pharma and Bluefish Pharmaceuticals. Stada Arzneimittel is listed as a broad incumbent. Affordable Medicines Europe is listed as an others.
Does Paranova have an API?
No public API is recorded for Paranova.
What industry is Paranova in?
Paranova's product category is Pharmaceutical Distribution (Parallel Imports). Its primary akta.pro industry code is HLAIAJAK, Parallel Import/Export & Secondary Market Pharmaceutical Wholesalers, with a secondary code of CRAOAHAA, Prescription Pharmaceutical (Rx) Wholesale Distribution. Its NAICS code is 424210 and its SIC code is 5122.