What Lloydspharma does

Lloydspharma is a Belgian retail pharmacy brand operated through the certified online pharmacy platform at lloydspharma.be and benu.be, functioning under the legal entity BENU SA/NV (VAT BE 0436.826.929). The business combines an e-commerce storefront with a physical network of 105 pharmacies across Belgium, distributing prescription medications, over-the-counter drugs, para-pharmacy products, beauty and personal care items, medical nutrition, baby food, vitamins, and medical devices. The platform architecture integrates a customer-facing online catalog, an online prescription reservation workflow routed to physical stores, free home delivery for orders above €49, Click & Collect fulfillment, the BENU mobile app, and the Helena digital health communication platform for patient-pharmacist interaction. Customer segments are horizontal — general consumers and families seeking both acute pharmaceutical needs and ongoing wellness products — rather than enterprise-focused.

Name

Lloydspharma

Legal name

BENU SA/NV

Website

https://lloydspharma.be

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lloydspharma is a Belgian retail pharmacy brand (legal entity BENU SA/NV) operating a certified online pharmacy and a network of 105 physical pharmacies, dispensing prescription and OTC medications, para-pharmacy, beauty, and wellness products to general consumers and families across Belgium.

Ownership category

akta.pro rank

Product category

Retail Pharmacy

NAICS

Pharmacies and Drug Retailers (456110), Pharmacies and Drug Retailers (45611)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Health & Pharmacy Omnichannel (CRAFAEAK)

akta.pro secondary industries

Health, Wellness & Pharmacy Marketplaces (CRAFABAF), Pharmacy-Led Health & Wellness Discount Retail (CRAEAHAD)

Keywords

• Retail pharmacy services
• Prescription medications
• Online pharmacy platform
• Pharmaceutical retail
• Health and beauty products

Headquarters

HQ city

Wavre

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Pharmacy Sales: Direct sales of pharmaceutical products including prescription medications, over-the-counter drugs, health supplements, and personal care products through both online platform and physical pharmacy locations.
2. Beauty and Personal Care Products: Sales of skincare, sun protection, baby care, and body care products from owned brands (LIVSANE, SOLERO, skineffect) and branded partners (Eucerin, Avène, TENA).
3. Para-pharmacy Products: Sales of para-pharmaceutical products including vitamins, supplements, medical nutrition (Fortimel, Fresubin, Nutrilon), and specialized healthcare products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lloydspharma is a Belgian pharmacy brand operating within the BENU network that sells prescription medications, over-the-counter medicines, para-pharmacy products, beauty and personal care items, and health supplements through a certified online platform and 105 physical pharmacies. The business combines retail pharmacy dispensing, online prescription reservation, Click & Collect, home delivery, and in-pharmacy services such as vaccination and health advice, supported by own-brand lines including LIVSANE, SOLERO, and skineffect.

Product overview

Lloydspharma operates as part of the BENU pharmacy network (105 pharmacies) as a certified online pharmacy platform. The offering combines an e-commerce platform for medications and health products with physical pharmacy services. Core offerings include online prescription reservation, over-the-counter medications, para-pharmacy products, and health services. The platform supports home delivery (free from €49) and Click & Collect. Customer-facing digital services include the BENU App, BENU Plus loyalty program, and Helena digital health communication platform. Product portfolio spans private label brands (LIVSANE, SOLERO), topical treatments (Systane, Canestene, skineffect), medical devices (BOTA compression stockings), and broad categories including skincare, sun protection, baby food, vitamins, and men's grooming. The network also serves healthcare professionals through MINT and WeCarePro platforms.

Differentiator

Problem solved

Functional benefit

Brands

• SOLERO: Expert brand in sun protection.
• LIVSANE
• skineffect

Products and services

• BENU Online Pharmacy & Para-pharmacy Platform Certified online pharmacy storefront offering prescription medications, over-the-counter products, para-pharmacy items, and health consultations, integrated with 105 physical pharmacy locations across Belgium.
• Click & Collect Free service allowing customers to order online and collect purchases at their preferred local BENU/Lloydspharma pharmacy.
• Home Delivery Home delivery service for online pharmacy orders, free for orders above €49, including cold-chain handling for medications.
• Online Prescription Reservation Service allowing customers to reserve prescription medications online for pickup at their chosen BENU/Lloydspharma pharmacy.
• Vaccination Services Pharmacy-based vaccination services, including COVID-19 vaccines, administered by qualified pharmacists at BENU/Lloydspharma locations.
• BENU Plus Loyalty Program Customer loyalty program offering personalized promotions, exclusive discounts, and rewards for registered members of BENU/Lloydspharma.
• BENU App Mobile application for managing prescriptions, ordering medications, accessing pharmacy services, and receiving personalized offers.
• Helena Digital Health Communication Digital platform enabling secure and simple communication about health matters between patients and pharmacists.
• LIVSANE Own-Brand Product Line Lloydspharma/BENU's private label brand offering quality health and wellness products at affordable prices for the whole family.
• SOLERO Sun Protection Expert sun protection sub-brand offering sunscreens and after-sun products for safe sun exposure.
• skineffect Skincare product line for various skin conditions and cosmetic needs.
• Medical Devices for Healthcare Professionals Medical supplies and equipment offered to healthcare professionals through the dedicated MINT (minthealthcare.eu) and WeCarePro (shop.minthealthcare.eu, wecarepro.be) platforms operated alongside Lloydspharma/BENU.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Apotea: Sweden's largest online pharmacy, offering prescription medications, OTC and health products with home delivery. Comparable in business model and category focus, though operating in a different Nordic market.
• DocMorris: Pan-European online pharmacy (formerly Zur Rose) headquartered in Switzerland, offering prescription and OTC medications with home delivery across Belgium, Germany, the Netherlands and other EU markets. Competes directly with Lloydspharma's online pharmacy in Belgium.
• Zur Rose Group: Swiss-headquartered mail-order and wholesale pharmacy group serving multiple European markets including Germany (DocMorris brand). Closely related competitor to Lloydspharma's e-commerce pharmacy operation.
• Shop Apotheke: Leading European online pharmacy operating in Germany, Belgium, Netherlands, Austria, Italy, France and Spain. Direct competitor in the Belgian e-commerce pharmacy market with overlapping OTC, prescription and para-pharmacy assortment.
• Multipharma: Belgian pharmacy chain operating a comparable network of physical pharmacies with prescription dispensing, OTC and para-pharmacy product offerings. Most direct head-to-head competitor in the same Belgian omnichannel pharmacy category.

Broad incumbents

• CVS Health: U.S. pharmacy retail and healthcare services giant operating thousands of physical locations plus a digital pharmacy. Broad incumbent reference point for an integrated pharmacy + clinical services model.
• Walgreens Boots Alliance: Global pharmacy retail giant that has historically owned and operated BENU-format pharmacies across Europe. Provides the corporate and supply-chain context for Lloydspharma/BENU and represents the strategic benchmark for an omnichannel European pharmacy operation at much greater scale.

Regional players

• LloydsApotheek: Dutch pharmacy brand operating physical and online pharmacies in the Netherlands under the Lloyds name. Highly comparable brand-level concept in an adjacent Benelux market, though operating in different national regulations and reimbursement systems.
• Apotheek.nl: Dutch online pharmacy platform affiliated with independent Dutch pharmacies, offering prescription fulfillment and OTC delivery. Comparable online pharmacy model in an adjacent regional market.

Emerging players

• Amazon Pharmacy: Amazon's online prescription and OTC pharmacy service that competes in the e-commerce pharmacy segment. Emerging cross-border disruptor that could pressure Lloydspharma's online-only and delivery economics over time.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pharmacielloydspharma

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lloydspharma