Superfood shop

What Superfood shop does

Superfoodshop is a Netherlands-based direct-to-consumer e-commerce retailer of natural supplements, superfoods, and wellness products, founded in 2012 and operating from Krimpen under the legal name SuperfoodShop (superfoodshop.nl). The storefront is built on Shopify with multi-language (Dutch, English, German, French) and multi-currency support, and ships across 14 European countries including the Netherlands, Belgium, Germany, France, and Italy, with next-day domestic delivery for orders placed before 16:00 and free shipping above €70.

The catalog is a curated mix of premium third-party brands — Nature's Answer (Bio-Chelated liquid herbal extracts), Garden of Life (whole-food vitamins and probiotics), Doctor's Best (science-based formulas), NOW Foods, and Organic Traditions — alongside a proprietary Superfoodshop house brand of raw superfoods (spirulina, chlorella, cacao, maca, goji berries). The range spans from mass-ticket supplements around €15-50 to premium items such as the €177.95 EWO Vitality water filter, with adjacent categories in natural personal care, oral care, and collagen.

The business operates a pure DTC model with one-time retail unit pricing, no subscription tier disclosed, and no B2B or wholesale channel. Customer acquisition is driven by email newsletters, Instagram and Facebook, paid and organic search, and an educational blog, while a WhatsApp-based personal advisory service provides a high-touch support layer. With only 1-10 employees, no disclosed funding, and no public financials, the operation functions as a lean specialist retailer competing primarily on curation, brand mix, and service rather than scale.

Name

Superfood shop

Legal name

SuperfoodShop

Website

https://superfoodshop.nl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Superfoodshop is a Netherlands-based direct-to-consumer e-commerce retailer selling curated natural supplements, superfoods, and wellness products across 14 European countries via a Shopify storefront, serving health-conscious individual consumers with a mix of premium third-party brands and its own house brand.

Ownership category

akta.pro rank

Product category

Natural Health Supplements Retail

NAICS

Specialty Food Retailers (4452), All Other Specialty Food Retailers (445298)

akta.pro primary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

akta.pro secondary industries

Health Food & Supplement Stores (CRAHAEAC), Specialty Food & Beverage Delivery (organic, gourmet, dietary) (CRAFAFAG)

Keywords

• Dietary supplements retail
• Natural health products
• Superfoods e-commerce
• Vitamin and mineral supplements
• Herbal extracts and superfoods

Headquarters

HQ city

Krimpen

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Superfoodshop generates revenue through direct online retail sales of supplements, superfoods, and natural health products. Customers purchase products through the website with prices ranging from approximately €10 to €180 per item. The business offers free shipping above €70 and sells gift cards as an additional revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Superfoodshop is a Netherlands-based online retailer specializing in dietary supplements, superfoods, and natural health products. The store curates and sells products from premium international brands (Nature's Answer, Garden of Life, Doctor's Best, NOW Foods, Organic Traditions) as well as its own house brand of pure superfoods. It ships across 14 European countries with multi-language, multi-currency support, free shipping above €70, and next-day delivery in the Netherlands for orders placed before 16:00.

Product overview

Superfoodshop operates a multi-brand e-commerce platform specializing in natural health and wellness products, combining its own house brand superfoods with curated international brands including Nature's Answer (liquid herbal extracts), Garden of Life (whole-food vitamins and probiotics), Doctor's Best (science-based supplements), Organic Traditions (superfoods), and NOW Foods. The portfolio spans essential supplements (multivitamins, vitamins, omega oils, minerals), superfoods (spirulina, chlorella, cacao, maca, goji berries), personal care (Badger sun care, Madre Labs hair care, PerioBrite oral care), and health devices (EWO Vitality water filters). Additional brands include Vitakruid (B12 supplements), NeoCell (collagen), Ener-Life (electrolytes), and specialty offerings like gift cards. The platform targets health-conscious consumers in the Netherlands and across Europe with free shipping from €70 and personal WhatsApp advisory services.

Differentiator

Problem solved

Functional benefit

Brands

• Superfoodshop: Own brand of pure superfoods including spirulina, chlorella, cacao, maca, goji berries, and other natural food products.

Products and services

• Superfoodshop Online Store
• Superfoodshop House Brand Superfoods Proprietary line of pure superfoods including spirulina, cacao, chlorella, maca, and goji berries in raw, organic forms for daily nutritional enrichment.
• Nature's Answer Liquid Herbal Extracts Premium liquid herbal extracts featuring alcohol-free options made via the proprietary Bio-Chelated cold extraction process, with 43+ products in the assortment.
• Garden of Life Whole-Food Vitamins and Probiotics Whole-food based supplements and probiotic formulas made from organic vegetables, fruits, and herbs with 26 products, emphasizing organic ingredients and RAW processing.
• Doctor's Best Supplements Science-based supplements combining clinical research with high-quality ingredients, including Zinc-L-Carnosine and High Absorption Magnesium formulas.
• NOW Foods Supplements Vitamins, minerals, superfoods, and essential oils from a brand with 50+ years of experience and GMP-certified manufacturing.
• Organic Traditions Superfoods Authentic superfood powders, seeds, and dried fruits sourced from carefully selected origins with sustainable production, free from harmful additives.
• EWO Vitality Filter & Cartridge Kitchen tap water filter system that effectively removes lead, copper, bacteria, pesticides, and pharmaceutical residues while preserving minerals, with replaceable carbon cartridges lasting 6 months; priced at €177.95.
• Vitakruid B12 Supplements Dutch brand offering B12 and vitamin supplements with active forms like methylcobalamine and adenosylcobalamine in melt tablet format for optimal sublingual absorption.
• Badger Natural Personal Care Natural sun care and personal care products including mineral SPF 30 sunscreens, after-sun balms, and bug repellent balms made with organic ingredients and reef-safe formulations.
• Madre Labs Hair and Body Care Organic shampoo, conditioner, and body care products featuring biotin, quinoa, and aloe vera for strengthening and hydration without sulfates or parabens.
• PerioBrite Natural Oral Care Natural toothpaste and mouthwash without fluoride, alcohol, or sodium lauryl sulfate, featuring 30+ herbal extracts and essential oils for oral health, developed by biological dentist Dr. James Harrison; offered with 10% bundle discount.
• Superfoodshop Gift Card Digital gift cards available in variable amounts for gifting products from the Superfoodshop assortment.

Quantifiable outcome

• Next-day delivery available for orders placed before 16:00 in the Netherlands

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered major, core and minor.

• Nature's AnswermajorChannel Partner/ Reseller/ DistributorNature's Answer is a key brand partner offering over 43 products through Superfoodshop. The brand specializes in liquid herbal extracts produced using the proprietary Bio-Chelated® cold extraction process, with most products being alcohol-free and suitable for vegans. Nature's Answer has over 50 years of experience in herbal supplements since 1972.
• Garden of LifemajorChannel Partner/ Reseller/ DistributorGarden of Life provides whole-food based supplements and probiotic formulas through Superfoodshop. The brand offers 26 products including multivitamins, probiotics, and functional supplements. Products emphasize organic ingredients, non-GMO verification, and RAW production processes.
• NOW FoodscoreChannel Partner/ Reseller/ DistributorNOW Foods is a leading brand with over 50 years of experience producing natural health supplements. Known for GMP-certified manufacturing, sustainability commitment, and affordable high-quality products including vitamins, minerals, superfoods, and essential oils.
• Doctor's BestcoreChannel Partner/ Reseller/ DistributorDoctor's Best combines scientific research with high-quality ingredients to create clinically-proven supplement formulas. Products featured include Zinc-L-Carnosine complex and High Absorption Magnesium, developed with premium ingredients and strict quality standards.
• Organic TraditionsminorChannel Partner/ Reseller/ DistributorOrganic Traditions specializes in authentic superfoods sourced from carefully selected origins and produced sustainably. Products include superfood powders, seeds, and dried fruits free from harmful additives.
• PerioBrite (Nature's Answer)minorChannel Partner/ Reseller/ DistributorPerioBrite is a natural oral care line developed by biological dentist Dr. James Harrison with over 25 years of experience. The line includes alcohol-free toothpaste and mouthwash with 30+ herbal ingredients, offered with 10% bundle discount.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Direct peers

• Body & Fit: Netherlands-based online retailer of sports nutrition, supplements and health foods. Closely comparable to Superfoodshop on geography, target consumer (health-conscious Dutch/European shoppers), DTC model and curated multi-brand assortment.
• Purasana: Belgian superfoods and supplements brand with strong Benelux distribution. Comparable to Superfoodshop on geography, superfood/supplement focus and health-conscious consumer targeting.
• Lucovitaal: Dutch consumer health brand (vitamins, supplements, self-care) widely available in Dutch drugstores and online. Comparable to Superfoodshop on Dutch market positioning, supplement category and mass-market health shopper.
• Amanvida: Belgian/Dutch online retailer of organic superfoods, supplements and natural body care. Closely comparable to Superfoodshop on niche, curated assortment, DTC model and Benelux e-commerce positioning.
• iHerb: Global online retailer of vitamins, supplements, and natural health products. Directly comparable to Superfoodshop in category, DTC e-commerce model and international multi-currency checkout, though at significantly larger scale and broader geographic reach.
• Vitamines.nl (Vitamines Direct): Dutch online supplement specialist with broad multi-brand assortment and EU shipping. Direct head-to-head competitor for Superfoodshop in the Netherlands on category mix and customer profile.

Others

• NOW Foods: Major US-based supplement manufacturer that Superfoodshop resells. Comparable as an upstream supplier/partner rather than a direct competitor — useful as a comparable for product range, brand positioning and category breadth.

Regional players

• Naturalia: French organic and natural food/specialty retailer with stores and online. Comparable to Superfoodshop in organic/natural health positioning, but focused on the French market rather than the broader Superfoodshop footprint.
• Alnatura: German organic supermarket chain with strong own-brand assortment. Comparable on natural/organic health positioning, but primarily serves Germany rather than competing directly across Superfoodshop's full footprint.

Broad incumbents

• Holland & Barrett: Established UK/European health-food and supplement retailer with physical stores plus e-commerce. Comparable on category and target customer, but operates at significantly larger scale and broader assortment than Superfoodshop.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Superfoodshop
• Instagraminstagram.com/superfoodshopnl

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 Superfood shop