What Pharma Privat does

Pharma Privat GmbH is a German cooperative of six privately-owned, family-managed pharmaceutical wholesalers founded in 1984 and headquartered in Koblenz. The organization acts as an intermediary between approximately 1,500 pharmaceutical manufacturers and roughly 19,000 pharmacies nationwide, operating nine distribution locations across Germany with approximately 1,000 employees and reported annual revenue of approximately €1.5 billion. The cooperative model combines centralized strategic purchasing and trademarketing with regional autonomy, allowing the six member companies (Otto Geilenkirchen, Max Jenne, Richard Kehr, Kehr Holdermann, Kehr Berlin, and C. Krieger) to maintain local market presence while sharing scale benefits.

The core product is pharmaceutical wholesale distribution underpinned by GDP-certified, temperature-controlled logistics with cold-chain capability for vaccines and other sensitive medications. Layered on top is the WAVE digital cooperation platform, which serves more than 1,800 partner pharmacies through a modular suite including the WAVE Cockpit administration hub, an integrated eShop, individual pharmacy apps, vaccination appointment management (WAVE Impfmanagement), incontinence and nursing-supply services (WAVE Care), and training (WAVE Campus). The platform was ranked #1 for innovation in the Coop-Study 2026 by IQVIA and Deutsches Apotheken Portal. Supporting initiatives include the annual PTA des Jahres competition and the Apothekenwald im Harz climate project in partnership with Niedersächsische Landesforsten.

Revenue is generated primarily through wholesale distribution on a transaction/take-rate basis with contract-based manufacturer pricing, supplemented by recurring digital-services revenue from the WAVE platform. Go-to-market operates through regional direct field sales via the six member wholesalers, each serving a defined German territory, complemented by digital engagement through WAVE and broader industry channels such as expopharm and the Zukunftspakt Apotheke alliance. The customer base is highly fragmented across thousands of independent pharmacies, and additional stakeholders include vaccination centers, company doctors, and pharmaceutical manufacturers.

Name

Pharma Privat

Legal name

Pharma Privat GmbH

Website

https://pharma-privat.de

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Pharma Privat GmbH is a German cooperative of six privately-owned pharmaceutical wholesalers founded in 1984, serving approximately 19,000 pharmacies with GDP-certified wholesale distribution and the WAVE digital cooperation platform. Headquartered in Koblenz, the company reports approximately €1.5 billion in annual revenue.

Ownership category

akta.pro rank

Product category

Pharmaceutical Wholesale Distribution

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (424210)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Specialty Pharmaceutical Distributors (HLAIAJAB)

akta.pro secondary industries

Pharmacy Supply Chain & Secondary Distribution (Repackagers/Redistributors) (CRAOAHAC), Retail & Community Pharmacies (Chain/Independent) (HLAFALAA)

Keywords

• Pharmaceutical wholesale distribution
• Pharmacy cooperation services
• Pharmaceutical logistics Germany
• Pharmacy digital services
• Pharmaceutical cold chain

Headquarters

HQ city

Braunschweig

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pharmaceutical Wholesale Distribution: PHARMA PRIVAT acts as a cooperation of pharmaceutical wholesalers, generating revenue through the distribution of pharmaceutical products from manufacturers to pharmacies. Member companies purchase products from manufacturers and sell/distribute to pharmacies, with the central cooperation providing strategic purchasing advantages and shared services.
2. Digital Services (WAVE): Digital services and solutions for pharmacies including eShop platforms, marketing tools, appointment management, and pharmacy apps provided through the WAVE apothecary cooperation system.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Pharma Privat is a cooperation of six regional, family-owned pharmaceutical wholesalers that distribute pharmaceutical products from manufacturers to approximately 19,000 independent pharmacies across Germany through nine operating locations with GDP-certified, temperature-controlled logistics. Through its PHARMA PRIVAT WAVE digital platform, the company also delivers a modular suite of recurring digital services (eShop, web builder, individual pharmacy apps, vaccination appointment booking, marketing tools, and training) to over 1,800 partner pharmacies.

Product overview

PHARMA PRIVAT is a cooperative of privately-owned, independent pharmaceutical wholesalers in Germany founded in 1984, operating with approximately 9 branch locations and around 1,000 employees, connecting over 1,500 pharmaceutical manufacturers with approximately 19,000 pharmacies nationwide with annual revenue of approximately 1.5 billion euros. The cooperative bundles central functions including strategic purchasing and trademarketing while maintaining regional flexibility through six member companies (Otto Geilenkirchen, Max Jenne, Richard Kehr, Kehr Holdermann, Kehr Berlin, and C. Krieger). The WAVE platform serves as the digital services division offering pharmacies a unified ecosystem with modular components including the WAVE Cockpit central administration hub, integrated eShop and web builder for digital presence, individual pharmacy apps, appointment booking and vaccination management tools, marketing and communication packages, and training via WAVE Campus. Beyond digital services, PHARMA PRIVAT organizes the annual "PTA des Jahres" competition to recognize pharmacy professionals and operates sustainability initiatives like the "Apothekenwald im Harz" climate project.

Differentiator

Problem solved

Functional benefit

Brands

• WAVE: The Kooperationssystem for self-employed pharmacies under the umbrella of owner-managed PHARMA PRIVAT GmbH. With the guiding principle 'Erfolg für Apotheken' (Success for Pharmacies), WAVE has been developing practical solutions for over 20 years that facilitate daily routines, create time for core tasks, and generate measurable success. Offers services in Digital, Business, Training, and Marketing.

Products and services

• PHARMA PRIVAT Pharmaceutical Wholesale Cooperation Cooperation of six regional, family-owned pharmaceutical wholesalers (Otto Geilenkirchen, Max Jenne, Richard Kehr, Kehr Holdermann, Kehr Berlin, and C. Krieger) that distributes pharmaceutical products from manufacturers to approximately 19,000 pharmacies across Germany through nine operating locations, with GDP-certified and temperature-controlled logistics.
• PHARMA PRIVAT WAVE Apotheken-Kooperation (Pharmacy Cooperation System) Digital and marketing cooperation system for independent owner-operated pharmacies, offering modular services in Digital, Business, Training, and Marketing. The platform serves more than 1,800 partner pharmacies and includes the WAVE Cockpit administration hub, eShop, web builder, individual pharmacy apps, appointment booking, vaccination management, marketing packages, and WAVE Campus training.

Quantifiable outcome

• Successfully distributed COVID-19 vaccines to 940,000+ doses in first week of vaccination campaign
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Niedersächsische Landesforsten (NLF)coreStrategic or Co-development Partner · 1 December 2019Partnership to create the 'Apothekenwald im Harz' (Pharmacy Forest in Harz) climate initiative. Pharmacies donate funds for tree planting, with NLF handling planting and forest management. Project aims to plant 30,000+ trees for climate offset.
• Zukunftspakt Apotheke (NOWEDA, Hubert Burda Media)coreStrategic or Co-development Partner · 1 November 2019PHARMA PRIVAT became a member of Zukunftspakt Apotheke in November 2019, joining the alliance to strengthen independent pharmacies in Germany. The partnership provides WAVE cooperation pharmacies access to Zukunftspakt services including IhreApotheken.de platform and mylife magazine, supporting digital presence and omnichannel marketing.
• CC PharmaminorGTM or Marketing PartnerCC Pharma serves as Premium Sponsor for PTA des Jahres competition, supporting the annual award program for best pharmacy technical assistants in Germany.
• Apotheker ohne GrenzenminorGTM or Marketing PartnerPHARMA PRIVAT supported three projects of Apotheker ohne Grenzen (Pharmacists Without Borders) with €3,000 donation, including pharmaceutical care for homeless people and disadvantaged populations.
• PHAGRO (Bundesverband des pharmazeutischen Großhandels)coreStrategic or Co-development PartnerPHARMA PRIVAT member companies are part of PHAGRO, the German pharmaceutical wholesale association, which advocates for the industry and facilitates dialogue with government bodies including during COVID-19 vaccine distribution.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• DocMorris: Leading European mail-order pharmacy operator with strong German market position. Represents the disruptive competitor model whose growth pressures PHARMA PRIVAT's independent pharmacy customer base.
• Shop Apotheke: Major European mail-order pharmacy competitor with significant German operations. Its continued expansion threatens the structural viability of independent pharmacies that PHARMA PRIVAT serves.

Regional players

• CC Pharma: German specialty pharmaceutical distributor focusing on parallel imports and niche products. Strategic partner of PHARMA PRIVAT (sponsor of PTA des Jahres) and adjacent player in German pharmaceutical distribution.
• AEP (Aachener), part of Sanacorp network: Regional pharmaceutical wholesalers historically operating in specific German territories. Comparable regional-distribution business model serving pharmacies in defined geographies.

Others

• Apostore: Provider of pharmacy automation and digital solutions in Germany and an adjacent technology partner of PHARMA PRIVAT within the Zukunftspakt Apotheke alliance. Indirect peer in pharmacy digital services.

Direct peers

• NOWEDA: Germany's largest pharmaceutical wholesale cooperative, also serving independent pharmacies. Direct head-to-head competitor to PHARMA PRIVAT in the German full-line wholesale segment and co-member in the Zukunftspakt Apotheke alliance.
• Sanacorp: German pharmaceutical wholesale cooperative serving independent pharmacies. Directly comparable business model and customer base, and acquired Leopold Fiebig GmbH after it exited PHARMA PRIVAT in 2021.
• Alliance Healthcare Deutschland (GEHE Pharma Handel): German subsidiary of Alliance Healthcare (Walgreens Boots Alliance), one of the major full-line pharmaceutical wholesalers in Germany. Direct competitor serving pharmacies with similar logistics and distribution capabilities.

Broad incumbents

• Phoenix Group: European pharmaceutical wholesale leader with significant German operations. Broader geographic reach and public-company scale advantage make Phoenix a key broad incumbent peer in pharmaceutical distribution.
• McKesson Europe: European arm of McKesson, operating in Germany via Lloyds Pharmacy and wholesale activities. Broad incumbent competitor in pharmaceutical distribution across multiple European markets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 Pharma Privat