naturéO

What naturéO does

naturéO is a French organic supermarket chain operating under the legal entity Cie Bio et Nature, a SAS (Société par Actions Simplifiée) registered in Evry, headquartered in Dourdan (Essonne), and serving French consumers through a network of 50+ physical retail locations across multiple regions including Île-de-France, Grand Est, Hauts-de-France, Normandie, Pays de la Loire, and Centre-Val de Loire. The company sells more than 10,000 organic product references across 1,125+ brands, plus its own proprietary "Marque naturéO" private label spanning food, household cleaning (ECOCERT Ecodétergent-certified), personal care, and lifestyle products (vegan, gluten-free, lactose-free). The store footprint is supplemented by an e-commerce website (natureo-bio.fr) with store-locator geolocation, digital catalogues via Bonial, and a content platform (La Bulle Bio blog) covering recipes, DIY, parenting, and ecology. Distribution relies entirely on the company's own stores and digital properties, with no wholesale or franchising channel.

naturéO's business model is anchored in physical retail grocery sales supplemented by online browsing and an active content/community layer. Revenue streams comprise (i) in-store retail across the 50+ supermarket network, (ii) private label product sales under Marque naturéO, with 90% of private label partners sourced from French terroir SMEs (Hygiène et Nature, La Savonnerie du Midi, La Compagnie du Bicarbonate), and (iii) e-commerce and ancillary services (newsletters, digital catalogues). Pricing is set at standard retail levels with a positioning of "organic at fair price" (au juste prix) emphasizing quality-price ratio and fair farmer remuneration; no subscription or recurring pricing model is in use. Marketing is driven by community-led content marketing (La Bulle Bio), an email/SMS newsletter tied to local store selection, active social media on Facebook/Instagram/YouTube/LinkedIn/Twitter, and partnerships with organic-sector institutions (Mouvement des Colibris, Fermes d'Avenir, Prix des Femmes du Salon Marjolaine) and documentary initiatives. Customer segments are generalist B2C: health-conscious organic food shoppers and consumers following vegan, gluten-free, or lactose-free lifestyles. The technology stack is conventional retail/e-commerce infrastructure with no disclosed AI/ML, proprietary platform, or data flywheel.

Name

naturéO

Legal name

Cie Bio et Nature

Website

https://natureo-bio.fr

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

naturéO is a French organic supermarket chain operating 50+ stores across France under the legal entity Cie Bio et Nature, selling 10,000+ organic SKUs from 1,125+ brands plus its own private label, and serving French consumers seeking certified organic food, household, and lifestyle products through physical retail and e-commerce.

Ownership category

akta.pro rank

Product category

Organic Supermarket Retail

NAICS

Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Natural/Organic Supermarkets & Chains (CRAHAEAA)

akta.pro secondary industries

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE), Natural/Organic Bulk & Supplement Grocers (CRAHAMAF)

Keywords

• Organic supermarket chain
• Private label products
• Organic grocery retail
• Ecological household goods
• Specialty diet foods

Headquarters

HQ city

Dourdan

HQ country

France

HQ region

Europe

Offices31 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales (In-Store): Primary revenue stream from physical retail sales across 50+ supermarket locations throughout France. Customers purchase organic products across 10,000+ product references and 1,125+ brands in-store.
2. Private Label Product Sales: Revenue from proprietary naturéO branded products sold across all store locations, offering margins on exclusive private label goods with 90% of sourcing from French terroir producers.
3. E-commerce and Online Services: Revenue from online product sales and services through the naturéO website, supporting customers who prefer online browsing and store services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

naturéO operates a chain of 50+ dedicated organic supermarkets across France, offering more than 10,000 organic product references from 1,125+ brands across fresh produce, bulk goods, frozen foods, meat, dairy, cheese, bakery, deli, grocery, beverages, baby products, dietary supplements, personal care, and ecological household cleaning categories. The company sells an extensive proprietary private label brand (Marque naturéO) sourced 90% from French terroir producers and supports specialty diets (vegan, gluten-free, lactose-free). The retail network is supplemented by the natureo-bio.fr e-commerce site, digital catalogues, a newsletter service, and the La Bulle Bio content blog.

Product overview

naturéO is a French organic supermarket chain operated by Cie Bio et Nature, offering a comprehensive range of organic products across 20+ retail store locations and online channels. The company's core offering is its private label brand 'Marque naturéO,' which provides organic food, household cleaning products (including laundry detergent, disinfectant, black soap, and dish soap), and personal care items developed according to strict quality specifications. Beyond its private label, the assortment spans fresh produce, bulk goods, frozen foods, meat, dairy, cheese, bakery, deli, grocery, beverages, baby products, dietary supplements, care and beauty products, and eco-friendly household items. The stores also cater to specific dietary lifestyles including vegan, gluten-free, and lactose-free products. naturéO differentiates through its focus on organic certification (AB), French sourcing (90% of partners from local terroir), quality-price balance, and environmental commitments. The company operates physical retail locations with services including bulk sections, juice bars, and naturopathy consultations, alongside digital offerings such as online catalogues, newsletters, and the 'La Bulle Bio' blog.

Differentiator

Problem solved

Functional benefit

Brands

• naturéO (Private Label): The company's own brand of organic products including food, household cleaning products, and personal care items. Products are made with strict specifications, focusing on quality ingredients, local French producers (90% from local terroir), and fair pricing.

Products and services

• Marque naturéO Private Label Products Proprietary organic and ecological private label brand developed under strict cahier des charges specifications, spanning food, ecological household cleaning products (laundry detergent, disinfectant spray, black soap, dish soap, bicarbonate of soda, sodium percarbonate), and personal care items. 90% of private label partners are French terroir SMEs; products carry Nutri-Score labeling and ECOCERT Greenlife certification for cleaning items. Sold exclusively through naturéO's store network.
• Physical Organic Supermarket Retail Network 50+ physical supermarket locations across France (Île-de-France, Grand Est, Hauts-de-France, Normandie, Pays de la Loire, Centre-Val de Loire) offering 10,000+ organic product references and 1,125+ brands. Stores feature bulk sections, fresh counters (butcher, deli, cheese, bakery), fresh orange juice bars, parking, product specialists, takeaway counters, in-store events, and naturopathy consultations.
• Online Digital Catalogue Digital catalogue service displaying current offers, promotions, and product availability across naturéO store locations. Delivered through partnership with Bonial SAS, with content localized by user geolocation and anonymized IP address.
• Newsletter Subscription Service Email and SMS subscription offering product highlights, new arrivals, special offers, in-store events, and recipes. Customers select their preferred store location at signup to receive store-specific communications.

Quantifiable outcome

• 10,000+ organic product references available in stores
• +3 more outcomes

Named customers1 record

Segments2 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

Seven partnerships are on record, tiered minor and core.

• Mouvement des ColibrisminorStrategic or Co-development PartnerColibris is an environmental movement created in 2007 under the impulse of Pierre Rabhi, focused on building an ecological and human society. The movement's missions include inspiring through documentaries (Demain, En quête de sens), books, and campaigns; connecting through a network of 100+ local groups; and supporting project leaders with tools and resources including an online university and citizen mutual aid platform. naturéO shares common values with Colibris and supports them through an active partnership.
• Fermes d'AvenirminorStrategic or Co-development PartnerFermes d'Avenir is an association created in late 2013 promoting a new agricultural model based on agroecology principles aligned with current socio-economic context. The association organizes a Tour de France dedicated to agroecology. naturéO partnered with this initiative and joined the tour in 3 cities: Angers (August 2017), Nantes (September 2017), and Tours (September 2017) to highlight farmers' initiatives serving organic farming.
• Guillaume BodinminorStrategic or Co-development PartnerGuillaume Bodin is a documentary filmmaker and expert in viticulture and oenology who created the film 'Zéro Phyto 100% Bio' about organic canteens and pesticide-free cities in France. naturéO helped this organic advocate realize this documentary project and organizes exclusive pre-screenings reserved for its customers across France since April 2017.
• Prix des Femmes du Salon MarjolaineminorStrategic or Co-development PartnerSince 2013, the 'Prix de la femme Marjolaine' rewards women leading actions in France or abroad in favor of ecological and solidarity-based agriculture and food, whether in associative, entrepreneurial, philanthropic, or cooperative forms. naturéO is a member of the jury and partner of this event, demonstrating its commitment to initiatives favoring organic farming.
• Hygiène et NaturecoreStrategic or Co-development PartnerHygiène et Nature is a family SME located near Dijon that manufactures naturéO branded cleaning products including laundry detergent, disinfectant spray, and black soap. Products are made from genuine Marseille soap and natural-origin active ingredients, are hypoallergenic, and effective from 30°C. The disinfectant destroys 99.9% of harmful microorganisms including coronavirus, using plant-based active substances (alcohol and lactic acid from fermentation of beet, sugarcane, or corn).
• La Savonnerie du MidicoreStrategic or Co-development PartnerLa Savonnerie du Midi is one of the last soap factories still operating in Marseille. They manufacture naturéO branded dish soap using genuine Marseille soap made using the traditional cauldron method with only 4 ingredients: vegetable oil, water, salt, and soda. Bicarbonate of soda is added to reinforce the product's cleaning properties. The ecological dish soap (approximately 120 washes) is 100% natural origin.
• La Compagnie du BicarbonatecoreStrategic or Co-development PartnerLa Compagnie du Bicarbonate is a French family SME established in the Aisne region since 2010. They produce naturéO branded 100% French-origin sodium bicarbonate for household cleaning and odor fighting. The company also accompanies naturéO in designing sodium percarbonate products, an expert in household cleaning products. Percarbonate of soda is ideal for whitening and stain removal.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Naturalia: French organic specialty retailer owned by Casino Group with 200+ stores. Direct competitor to naturéO with similar organic supermarket positioning, located in major French cities and operating both physical stores and e-commerce.
• Biocoop: France's largest organic retail cooperative with 700+ stores nationwide. Directly comparable as a French organic supermarket chain targeting the same health-conscious consumer base with multi-format organic assortment and private label products.
• La Vie Claire: French organic supermarket chain with 150+ stores across France. Directly competes with naturéO in the organic supermarket category, offering comparable product breadth including fresh, grocery, and dietary specialty lines.
• Grand Panier Bio: French organic retail chain operating physical stores and online ordering. Comparable as a smaller-scale French organic supermarket chain targeting the same organic-shopper demographic with multi-category assortment and private label offerings.

Broad incumbents

• Auchan Bio / Les Comptoirs de la Bio: Organic retail concept within Auchan Retail, including dedicated Les Comptoirs de la Bio stores. Comparable as a broad-line retailer's organic specialty format, leveraging Auchan's national footprint and supply chain.
• Carrefour Bio: Organic banner and dedicated store concept of Carrefour, France's largest grocery retailer. Comparable as an organic supermarket offering within a broader grocery portfolio, leveraging parent's scale to compete on price and assortment.

Others

• Léa Nature: French organic food and natural product manufacturer with brands like Jardin Bio, Brioche Pasquier Bio, and Floralpina. Comparable as a French organic industry peer operating private label and branded organic products sold through naturéO and competing retailers.

Emerging players

• Kazidomi: European online organic retailer with strong French presence, specializing in organic and natural products across food, supplements, and personal care. Comparable as a digital-native organic specialty retailer addressing similar consumer segments.
• Greenweez: Leading French online organic retailer offering 20,000+ organic products across food, cosmetics, and household categories. Comparable to naturéO in organic assortment but operates via pure-play e-commerce rather than physical retail.

Regional players

• Picard: France's leading frozen food retailer with 1,000+ stores and significant organic frozen assortment. Comparable as a French specialty food retailer with strong private label and overlapping presence in the frozen and prepared organic category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/magnatureo
• YouTubeyoutube.com/channel/UCOtvGD95AK4fexTcvq38ASg
• Facebookfacebook.com/natureobio
• LinkedInfr.linkedin.com/company/natur-o
• Instagraminstagram.com/natureo.bio

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 naturéO