BD Rowa
BD Rowa is a Germany-based subsidiary of Becton, Dickinson and Company that develops automated pharmacy dispensing robots and digital selling solutions for retail pharmacies, wholesalers, hospitals, and central distribution centers worldwide, with 15,000+ installations across 60+ countries.
- Company typePrivate
- Founded2000
- HeadquartersKelberg, Germany
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What BD Rowa does
BD Rowa, headquartered in Kelberg, Germany, is a wholly owned subsidiary of Becton, Dickinson and Company (BD) that develops automated dispensing robots and digital selling solutions for pharmacies, pharmaceutical wholesalers, hospitals, and central distribution operations. Its product platform is anchored by the configurable BD Rowa Vmax (models 130/160/210/320) using a patented V-Gripper robotic arm, the standardized BD Rowa Smart for entry-level deployment, and a portfolio of supporting modules including ProLog/iProLog (automatic loading with expiry recognition), EasyLoad, Crate, Order Buffer, and modular transport systems. Digital selling solutions include Vmotion in-pharmacy screens, the Pickup 24/7 collection terminal, and the Dose patient-specific pouch packaging system integrated with ZiuZ ApolloZ vision verification for GMP and cleanroom workflows.
BD Rowa monetizes through one-time hardware sales (quote-based, with a documented ~1.5-year customer payback), multi-tier recurring service and maintenance contracts underpinning 99.9% reliability and 98% remote-resolution rates, professional services for installation and training, an accessories/consumables webshop (shop.rowa.de), advertising revenue via Vmotion screens, and software/digital subscriptions. Go-to-market combines a direct enterprise field-sales motion with personal sales consultants in Germany and regional offices (São Paulo for Latam, plus UK, Australia, and Argentina entities), inside-sales for inbound inquiries, and a customer portal for the installed base. The company holds 80+ filed patents and serves more than 15,000 installed robots across 60+ countries, including 4,000+ robots in Germany alone, and was ranked #1 in the 2024 Apotheken Favorit pharmacy reader survey and recognized with a German Brand Award.
BD Rowa firmographics
Firmographics- Name
- BD Rowa
- Legal name
- Becton Dickinson Rowa Germany GmbH
- Website
- https://rowa.de
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- BD Rowa is a Germany-based subsidiary of Becton, Dickinson and Company that develops automated pharmacy dispensing robots and digital selling solutions for retail pharmacies, wholesalers, hospitals, and central distribution centers worldwide, with 15,000+ installations across 60+ countries.
- Ownership category
- akta.pro rank
Where BD Rowa is headquartered
LocationHeadquarters
- HQ city
- Kelberg
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
BD Rowa business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware Sales — Dispensing Robots: Primary revenue stream from the sale of BD Rowa Vmax (individually configured) and BD Rowa Smart (standardized) dispensing robots, plus peripheral systems (Vmotion screens, Pickup terminal, EasyLoad, ProLog, Crate, Order Buffer, transport systems). One-time hardware sales with a typical payback period of ~1.5 years for pharmacy customers.
- Multi-Tier Service & Maintenance Contracts: Recurring service revenue from multi-tiered service agreements including on-site and remote support, preventative maintenance, and a 'Full Service' option. Underpins 99.9% reliability and 98% remote resolution of incidents.
- Installation, Training & Consulting: Professional services revenue from installation, commissioning, on-site training, and individualized consultation delivered by personal sales consultants. Free, no-obligation initial consultation is provided as a lead-generation tool.
- Webshop — Accessories & Consumables: Online sales of accessories and consumables via shop.rowa.de; supports e-commerce recurring revenue from installed base.
- In-Pharmacy Digital Advertising (BD Rowa Vmotion): Revenue from advertising displayed on BD Rowa Vmotion digital screens deployed in pharmacies; enables pharmacy customers to monetize their in-store screens.
- Software & Digital Solutions: Revenue from digital software products including BD Rowa Vmotion, BD Rowa Dose, EasyLoad, ProLog, and related analytics/management software.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Quote-based pricing for BD Rowa Vmax configured solutions |
| One time/ perpetual license | Multi-year contract | BD Rowa Smart standardized product at an attractive price |
| Subscription | Annual | Service contracts (multi-tier) |
| Unit Pricing | Pay-as-you-go | Webshop accessories & consumables |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
BD Rowa product offering
Product offeringCore offering
BD Rowa develops and manufactures automated pharmacy dispensing robots and complementary automation systems, including the configurable BD Rowa Vmax and standardized BD Rowa Smart robots built around the patented V-Gripper robotic arm. The company also sells automatic loading systems (ProLog, EasyLoad), the BD Rowa Dose patient-specific pouch packaging system, BD Rowa Vmotion in-pharmacy digital signage, and the BD Rowa Pickup collection terminal, serving retail pharmacies, pharmaceutical wholesalers, hospitals, blister/pouch packaging centers, and adjacent retail verticals.
Product overview
BD Rowa™ delivers an integrated automation portfolio for pharmacies, hospitals, central distribution, and pouch packaging centers, anchored by a family of dispensing robots and complementary digital selling solutions. The flagship BD Rowa™ Vmax provides configurable automated storage and dispensing, paired with the standardized BD Rowa™ Smart for entry-level automation and the BD Rowa™ ProLog and BD Rowa™ iProLog automatic loading systems with expiry date recognition. Patient-specific medication is handled by the BD Rowa™ Dose pouch packaging system (integrated with the ZiuZ ApolloZ vision system and supporting GMP and cleanroom workflows), while digital in-pharmacy merchandising and self-service are delivered through the BD Rowa™ Vmotion screens and the BD Rowa™ Pickup collection terminal. Supporting transport, order-picking, and accessory modules include BD Rowa™ Crate, BD Rowa™ Order Buffer, BD Rowa™ Sistemas de Transporte, BD Rowa™ EasyLoad, BD Rowa™ Cleaning Module, and BD Rowa™ Backup Drive, wrapped in solution packages for Micro Fulfillment Centers, Click & Collect, last-mile/e-Cargo delivery, Interior Design & e-prescription, and Teamwork & Communication. All systems are developed, produced, and prepared for delivery in Kelberg, Germany, with 15,000+ robots installed across 60 countries.
Differentiator
Problem solved
Functional benefit
Brands
- BD Rowa™ Vmax: Customisable automated dispensing robot for pharmacies and wholesalers; available in Vmax 130, 160, 210 and 320 configurations.
- BD Rowa™ Smart
- BD Rowa™ EasyLoad
- BD Rowa™ ProLog
- BD Rowa™ Vmotion
- BD Rowa™ Pickup
- BD Rowa™ Dose
- BD Rowa™ Crate
- BD Rowa™ Order Buffer
- BD Rowa™ Sistemas de Transporte
Products and services
- BD Rowa Vmax
- BD Rowa Smart
- BD Rowa Dose
- BD Rowa Vmotion
- BD Rowa Pickup
- BD Rowa ProLog
- BD Rowa iProLog
- BD Rowa EasyLoad
- BD Rowa Crate
- BD Rowa Order Buffer
- BD Rowa Sistemas de Transporte
- BD Rowa Cleaning Module
- BD Rowa Backup Drive
Quantifiable outcome
- 33% less time spent searching for products
- +8 more outcomes
Companies that use BD Rowa
Customer profileNamed customers12 records
Segments8 records
Ideal customer profiles4 records
BD Rowa technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature13 records
BD Rowa partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- SSI SchäferflagshipReferenced in BD Rowa press release dated 19.02.2025 as a partner in connection with new automation solutions. Suggests a strategic alliance in intralogistics / warehouse automation complementary to BD Rowa's pharmacy robotics portfolio.
- NedapcoreBD Rowa references a 'Kooperation mit Nedap' (cooperation with Nedap) — a technology partner for integration between BD Rowa automation and Nedap's pharmacy / retail management solutions, enabling interoperability for retail and pharmacy customers.
- ZiuZ (ApolloZ)coreBD Rowa integrates with ZiuZ ApolloZ visual verification technology for pouch packaging / blister center use cases, supporting accurate automated verification of packaged medications.
- IQVIAminorIQVIA is referenced as a source/data partner within BD Rowa's privacy disclosures, supporting data processing activities for marketing or analytics purposes.
- VHP PantenburgminorData processor engaged by BD Rowa per privacy policy for handling of personal data, likely providing IT / data management services.
- Cielo (Application Processing)minorApplication processing / hosting partner per privacy disclosures, providing backend infrastructure for BD Rowa digital properties.
- MailChimpcoreEmail marketing service provider powering BD Rowa's newsletter / email campaigns under double opt-in consent.
- Google (Analytics)coreGoogle Analytics (with anonymized IP) is used on BD Rowa websites for web analytics, supporting marketing optimization.
- VimeocoreVideo hosting platform used by BD Rowa for case-study videos, product demonstrations, and multimedia content embedded across BD Rowa digital properties.
- BD (Becton Dickinson and Company) — Parent CompanyflagshipBD Rowa operates as a subsidiary / business unit of BD (Becton Dickinson and Company), the global medical technology parent. Provides corporate scale, life-sciences compliance (Veeva-approved content), global reach, and integration with BD's broader medtech portfolio.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
BD Rowa competitors and assessment
Company assessmentDirect peers
- Willach Pharmacy Solutions: German/European pharmacy automation specialist offering CONSIS and FAMA dispensing robots and storage systems — a direct European competitor to BD Rowa's Vmax and Smart robots.
- Omnicell: US-based leader in pharmacy and medication management automation, offering robotic dispensing, IV compounding, and central pharmacy solutions to retail and hospital pharmacies — directly competing with BD Rowa's dispensing robot and pouch packaging portfolio.
- KHT (Kommissionier- und Handhabungstechnik): German manufacturer of pharmacy dispensing robots and storage systems, positioning as a domestic alternative to BD Rowa for retail and wholesale pharmacy automation in Germany and Europe.
- Capsa Healthcare: Provider of automated medication management and pharmacy storage solutions including the Kirby Lester and NexsysADC lines — competing with BD Rowa in retail pharmacy and hospital medication logistics.
- ARxIUM: Provider of pharmacy automation solutions including robotic dispensing systems (ScriptPro heritage) and adherence packaging for retail and hospital pharmacies — competing with BD Rowa's Vmax, Smart, and Dose product lines.
- ScriptPro: US-based pharmacy robotics company specializing in robotic dispensing, workflow, and adherence packaging systems for retail pharmacies — closely comparable to BD Rowa's core dispensing robot and Dose pouch packaging offerings.
- BD (Becton Dickinson) — Parata Systems: Parata Systems, acquired by BD in September 2024, provides pharmacy automation including vial filling, adherence packaging, and central fill solutions. As a sister business under the BD parent, it directly overlaps with BD Rowa's pouch packaging and dispensing automation offerings.
Regional players
- Yuyama: Japanese manufacturer of pharmaceutical dispensing and packaging automation, dominant in Japan and selected Asian markets — a regional competitor whose technology overlaps with BD Rowa's dispensing and Dose pouch packaging portfolio.
Others
- SSI Schäfer: Global intralogistics and warehouse automation specialist; referenced as a BD Rowa strategic partner in February 2025, and a complementary technology provider in the broader pharmacy and central distribution automation ecosystem.
Broad incumbents
- McKesson — US Oncology / Pharmacy Solutions: Global pharmaceutical distributor with pharmacy automation and central-fill offerings through its Macro Helix and pharmacy services arms — a broad incumbent with overlapping pharmacy automation capabilities targeted at independent and chain pharmacies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
BD Rowa social profiles
Digital presenceBD Rowa compliance and trust
Trust signalCompliance2 records
BD Rowa financial estimates
Financial estimateRevenue estimate
Valuation estimate
BD Rowa leadership team
Management profileNumber of profiles
Profiles4 records
BD Rowa subsidiaries and ownership
Company hierarchySubsidiaries4 records
BD Rowa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BD Rowa M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BD Rowa
What does BD Rowa do?
BD Rowa develops and manufactures automated pharmacy dispensing robots and complementary automation systems, including the configurable BD Rowa Vmax and standardized BD Rowa Smart robots built around the patented V-Gripper robotic arm. The company also sells automatic loading systems (ProLog, EasyLoad), the BD Rowa Dose patient-specific pouch packaging system, BD Rowa Vmotion in-pharmacy digital signage, and the BD Rowa Pickup collection terminal, serving retail pharmacies, pharmaceutical wholesalers, hospitals, blister/pouch packaging centers, and adjacent retail verticals.
Is BD Rowa a public or private company?
BD Rowa is a private company. It is classified as corporate owned and is currently operating.
When was BD Rowa founded?
BD Rowa was founded in 2000. It employs 501 to 1,000 people.
Where is BD Rowa based?
BD Rowa is headquartered in Kelberg, Germany, in the Europe region.
How does BD Rowa make money?
Six revenue lines are on record. Hardware Sales — Dispensing Robots are the primary driver. The others are multi-Tier Service & Maintenance Contracts, installation, Training & Consulting, webshop — Accessories & Consumables, in-Pharmacy Digital Advertising (BD Rowa Vmotion) and software & Digital Solutions.
Who are BD Rowa's main competitors?
Direct peers on record are Willach Pharmacy Solutions, Omnicell, KHT (Kommissionier- und Handhabungstechnik), Capsa Healthcare, ARxIUM, ScriptPro and BD (Becton Dickinson) — Parata Systems. Yuyama is listed as a regional player. SSI Schäfer is listed as an others. McKesson — US Oncology / Pharmacy Solutions is listed as a broad incumbent.
Does BD Rowa have an API?
No public API is recorded for BD Rowa.