BD Rowa

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.

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

Headquarters

HQ city

Kelberg

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. Webshop — Accessories & Consumables: Online sales of accessories and consumables via shop.rowa.de; supports e-commerce recurring revenue from installed base.
5. 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.
6. Software & Digital Solutions: Revenue from digital software products including BD Rowa Vmotion, BD Rowa Dose, EasyLoad, ProLog, and related analytics/management software.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core 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

Named customers12 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature13 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• SSI SchäferflagshipStrategic or Co-development Partner · 19 February 2025Referenced 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.
• NedapcoreTechnology or IntegrationBD 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)coreTechnology or IntegrationBD Rowa integrates with ZiuZ ApolloZ visual verification technology for pouch packaging / blister center use cases, supporting accurate automated verification of packaged medications.
• IQVIAminorImplementation/ SI/ Consulting PartnerIQVIA is referenced as a source/data partner within BD Rowa's privacy disclosures, supporting data processing activities for marketing or analytics purposes.
• VHP PantenburgminorImplementation/ SI/ Consulting PartnerData processor engaged by BD Rowa per privacy policy for handling of personal data, likely providing IT / data management services.
• Cielo (Application Processing)minorImplementation/ SI/ Consulting PartnerApplication processing / hosting partner per privacy disclosures, providing backend infrastructure for BD Rowa digital properties.
• MailChimpcoreTechnology or IntegrationEmail marketing service provider powering BD Rowa's newsletter / email campaigns under double opt-in consent.
• Google (Analytics)coreTechnology or IntegrationGoogle Analytics (with anonymized IP) is used on BD Rowa websites for web analytics, supporting marketing optimization.
• VimeocoreTechnology or IntegrationVideo 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 CompanyflagshipStrategic or Co-development PartnerBD 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

Direct 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

• Facebookfacebook.com/BDRowa
• LinkedInlinkedin.com/company/bd-rowa-nl
• Instagraminstagram.com/bd_rowa_germany
• Xx.com/BDRowaUK

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

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 BD Rowa