Glimja

What Glimja does

Glimja is a private Scandinavian wellness e-commerce retailer founded in 2007 in Håbo, Sweden, that curates and sells nutritional supplements, health foods, natural beauty products, and eco-friendly home goods to health-conscious consumers across Sweden, Norway, and Denmark. The company operates a Shopify-based direct-to-consumer storefront at glimja.com with localized language and currency, plus a wholesale subsidiary (Glimja Wholesale) at glimjawholesale.com for reseller distribution. The assortment combines curated third-party brands (e.g., Vimergy, Global Healing, Garden of Life, MaryRuth's, NäroKällan, Holistic, Four Sigmatic, Vegetology, Pureness, Nutrex Hawaii, Dragon Herbs) with a growing proprietary Glimja private-label line spanning vitamins, minerals, amino acids, and superfoods. The core technology stack is a standard e-commerce configuration: Shopify for storefront and checkout, Cloudflare for security, Klaviyo for email marketing, and Cookiebot for consent management; no proprietary AI, native mobile app, or API platform is evident.

Name

Glimja

Legal name

Glimja

Website

https://glimja.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Glimja is a Swedish online wellness retailer curating and selling nutritional supplements, health foods, natural beauty, and eco-friendly home products to health-conscious consumers across Sweden, Norway, and Denmark via its own e-commerce platform and a wholesale subsidiary.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (Direct E-commerce): Glimja generates revenue through direct-to-consumer online sales of curated health products including supplements, vitamins, health food, beauty products, and home goods. Products include both third-party branded items (Vimergy, Global Healing, Garden of Life, MaryRuth's, etc.) and their own Glimja private label products. Sales are one-time transactions with occasional promotions and discounts.
2. Wholesale/Reseller Distribution: Glimja offers a wholesale channel allowing resellers to purchase products for resale through glimjawholesale.com, indicating a B2B revenue stream alongside their direct-to-consumer operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Glimja is a Scandinavian health e-commerce retailer that curates and sells dietary supplements, vitamins, health food, natural beauty care, and eco-friendly home products directly to Nordic consumers through its online store. The company operates its own private-label Glimja supplement line alongside a curated catalog of third-party health brands (Vimergy, Global Healing, Garden of Life, MaryRuth's, and others).

Product overview

Glimja is a Scandinavian health store operating since 2009, curating and selling high-quality health products across multiple categories. The company offers its own Glimja-branded supplement line alongside products from third-party brands. The core Glimja brand includes vitamins (B-Complex, Vitamin C Buffered, Vitamin B5), minerals (Magnesium Glycinate, Triple Magnesium, Liquid Zinc), amino acids (L-Lysine), superfoods (Barley Grass, Spirulina, Dulse Flakes, Blueberry Powder, Pink Pitaya Powder), and specialty supplements (Liquid B-12 Active). The store also features third-party brands including Vimergy, Global Healing, Garden of Life, MaryRuth's, Närokällan, Holistic, Four Sigmatic, and others, offering products across supplements, health food, beauty, home, and children & family categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Glimja Liquid Zinc 100 ml Liquid zinc dietary supplement in 100 ml format, part of Glimja's own brand line, formulated without unwanted additives for Nordic health-conscious consumers.
• Glimja Liquid B-12 Active 100 ml Liquid active vitamin B-12 supplement in 100 ml format from Glimja's private-label line for consumers seeking energy and nervous-system support.
• Glimja Organic Barley Grass Juice Powder 250 g Organic barley grass juice powder superfood supplement in 250 g format, sold under the Glimja own-brand line.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and secondary.

• VimergycoreOthersFeatured brand partner specializing in high-quality nutritional supplements. Vimergy products are prominently featured on the Glimja website with dedicated brand showcase.
• Global HealingcoreOthersFeatured brand partner offering innovative health products. Global Healing products including Earth Harmony Lion's Mane are prominently featured.
• Garden of LifecoreOthersFeatured brand partner known for organic and raw nutrition supplements. Multiple products including Vitamin Code multivitamins sold through Glimja.
• MaryRuth'scoreOthersFeatured brand partner offering liquid supplements and multivitamins. Multiple products including Morning Multivitamin and Kids Multivitamin Gummies featured.
• NärokällancoreOthersSwedish-made brand partner featured prominently on Glimja, offering supplements including B1, Lion's Mane, and Cordyceps.
• HolisticcoreOthersFeatured brand partner offering supplements including Lions Mane, Sharp Mind, and Whey Protein.
• Four SigmaticsecondaryOthersFeatured brand partner specializing in functional mushroom products including Reishi, Lion's Mane, and Cordyceps coffee/elixir blends.
• VegetologysecondaryOthersFeatured brand partner offering plant-based omega-3 supplements (Opti3) and other vegan health products.
• PurenesssecondaryOthersFeatured brand partner offering supplements including Triple Magnesium, Vitamin B12 + Folate, and Electrolyte Powder. 20% discount campaign running.
• Nutrex HawaiisecondaryOthersFeatured brand partner offering spirulina and astaxanthin products sourced from Hawaii with deep-sea water cultivation.
• Dragon HerbssecondaryOthersBrand partner offering premium adaptogenic products including Duanwood Reishi and Cordyceps extracts.
• QlirosecondaryOthersPayment services partner managing invoice and installment payments for Glimja customers. Customers can contact Qliro directly for payment inquiries.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Puritan's Pride: Established US online supplement retailer with strong private-label presence and broad multi-brand assortment. Comparable to Glimja in DTC e-commerce, supplement-led assortment, and emphasis on value-priced own-brand SKUs.
• Vitacost: US-focused online retailer of vitamins, supplements, and natural health products with strong value positioning. Comparable to Glimja in DTC e-commerce model and supplement-led assortment.
• Life Extension: Premium US-based supplement retailer and manufacturer with strong private-label brand and high-touch content/customer education. Comparable to Glimja's blend of own-brand products, curated assortment, and content-driven marketing.
• iHerb: Global direct-to-consumer supplement and wellness e-commerce retailer offering curated third-party brands at competitive prices. Most directly comparable to Glimja in business model (DTC e-commerce, curated assortment, multi-brand marketplace), though it operates globally and at much larger scale.
• Gymgrossisten: Major Nordic online retailer of sports nutrition, supplements, and health products with a strong presence across Sweden, Norway, and Denmark. Overlaps significantly with Glimja in supplement categories and Nordic market presence.
• Bodystore: Nordic (Sweden-based) online retailer specializing in health products, supplements, sports nutrition, and beauty. Closest direct competitor to Glimja in geography, assortment, and target customer (Nordic health-conscious consumer).

Regional players

• Apotea: Sweden's leading online pharmacy and health retailer offering OTC medicines, supplements, beauty, and wellness products. Comparable to Glimja in Nordic e-commerce health retail, though it operates a pharmacy-led model rather than a curation-led one.

Broad incumbents

• Holland & Barrett: Established European health and wellness retailer with broad assortment across supplements, vitamins, sports nutrition, and natural beauty. Operates both online and physical stores, serving overlapping customer needs in the health supplement category.

Emerging players

• Vitamin Well: Nordic functional beverage and supplement brand sold through retail channels. Comparable in target consumer (health-conscious Nordic buyers) and adjacent categories (vitamins, functional wellness), though primarily a brand rather than multi-brand retailer.
• Lyko: Nordic online beauty and personal care retailer with overlapping assortment in natural/organic beauty and some supplements. Comparable to Glimja's secondary beauty and home categories and Nordic e-commerce DNA.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/glimjaofficial
• Instagraminstagram.com/glimja

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Glimja