Adams Vision
Adams Vision SRL is a Romanian integrated health and wellness group operating six own brands (Vitamix, Adams Supplements, Zanna, NaturKing, springmarkt, Youbio), GMP/ISO 9001-certified in-house manufacturing, and 70+ Vitamix retail stores serving health-conscious consumers across Romania.
- Company typePrivate
- Founded2005
- HeadquartersTargu-mures, Romania
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Adams Vision does
Adams Vision SRL is a Romanian integrated health and wellness group founded in 2005, headquartered in Livezeni/Târgu Mureș (Str. Lungă 124, jud. Mureș), operating across the full value chain of natural and health products. The group runs GMP- and ISO 9001-certified in-house manufacturing, distributes international brands, and sells directly to consumers through the Vitamix network of more than 70 physical stores and dedicated brand e-commerce platforms (adamssupplements.com, naturking.ro, zanna.ro, comenzi.vitamix.ro), with delivery from owned warehouse stock. It employs more than 250 people across manufacturing, retail, distribution, and corporate functions and reports annual turnover of approximately €14.5 million.
The group's product portfolio spans six own brands with differentiated positioning: Vitamix (retail banner), Adams Supplements (food supplements covering sport, vitamins, and collagen), Zanna (natural cosmetics and aromatherapy including the Eolia sun-care line), NaturKing (gluten-free and special-diet e-commerce), springmarkt (superfoods, seeds, and alternative flours), and Youbio (certified organic juices, powders, and flakes). Products are sold B2C through owned retail and brand sites, and B2B into third-party pharmacies, health stores (plafar/naturist), and fitness chains across Romania.
Adams Vision's business model is multi-channel and B2C-anchored: retail revenue from Vitamix stores, direct online revenue from brand e-commerce, wholesale revenue from pharmacy and fitness-chain accounts, and distribution/resale revenue from imported international brands, with a loyalty programme driving repeat purchases. Pricing is not publicly disclosed. The group is privately held by founders/management, has grown entirely organically without disclosed external funding, and is currently expanding into Western and Central European markets using its GMP/ISO 9001 certifications as the entry proposition.
Adams Vision firmographics
Firmographics- Name
- Adams Vision
- Legal name
- Adams Vision SRL
- Website
- https://adamsvision.ro
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Adams Vision SRL is a Romanian integrated health and wellness group operating six own brands (Vitamix, Adams Supplements, Zanna, NaturKing, springmarkt, Youbio), GMP/ISO 9001-certified in-house manufacturing, and 70+ Vitamix retail stores serving health-conscious consumers across Romania.
- Ownership category
- akta.pro rank
Adams Vision industry classification
Industry- Product category
- Dietary Supplements and Health Products
- NAICS
- Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Retail-Drug Stores And Proprietary Stores (5912), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)
- akta.pro primary industry
- Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)
- akta.pro secondary industry
- Healthy Aging & Cognitive Support Supplements (CRADAGAM)
Keywords
Where Adams Vision is headquartered
LocationHeadquarters
- HQ city
- Targu-mures
- HQ country
- Romania
- HQ region
- Europe
Offices1 record
Markets served
Adams Vision business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Sales — Vitamix Store Network: Revenue from direct retail sales through the group's 70+ natural and organic store locations (Vitamix) across Romania, covering supplements, healthy foods, natural cosmetics, and household goods. Includes a loyalty programme and 24-hour delivery from own warehouse.
- E-commerce Sales: Direct online sales through dedicated platforms for each brand (comenzi.vitamix.ro, adamssupplements.com, naturking.ro, zanna.ro), with fast delivery from own stock. Revenue is generated through one-time product transactions.
- Wholesale / Distribution to Third-Party Retailers: Nationwide distribution of own-brand and imported health products to pharmacies, health stores, and fitness chains. Revenue is generated through bulk/wholesale product transactions.
- Import & Resale of International Brands: The group imports and selects trusted international brands for the local market, reselling them through its own retail network and distribution channels. Revenue is generated through markup on imported goods.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | No public pricing information available |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Adams Vision product offering
Product offeringCore offering
Adams Vision is a Romanian integrated health and wellness group that manufactures, distributes, and retails its own portfolio of dietary supplements, natural cosmetics, gluten-free and organic food products under six own brands (Vitamix, Adams Supplements, Zanna, NaturKing, springmarkt, Youbio). It operates an in-house GMP and ISO 9001 certified production facility for supplements and cosmetics and sells directly to consumers through a nationwide retail network of more than 70 Vitamix stores and dedicated e-commerce platforms per brand.
Product overview
Adams Vision is a Romanian integrated health group operating a portfolio of six own brands alongside a nationwide retail store network (Vitamix). The group covers the full value chain — in-house manufacturing of supplements and cosmetics (GMP and ISO 9001 certified), nationwide distribution to pharmacies and health stores, import and selection of international brands, and direct-to-consumer retail via over 70 Vitamix physical locations and dedicated e-commerce platforms per brand. The six brands are: Vitamix (natural and organic retail), Adams Supplements (food supplements), Zanna (natural cosmetics), NaturKing (gluten-free and dietary foods e-commerce), springmarkt (superfoods and healthy ingredients), and Youbio (certified organic products).
Differentiator
Problem solved
Functional benefit
Brands
- Vitamix: Natural and organic retail store network with over 70 locations across Romania, plus online platform.
- Adams Supplements
- Zanna
- NaturKing
- springmarkt
- Youbio
Products and services
- Vitamix Natural and organic retail store network of more than 70 Vitamix locations across Romania plus the comenzi.vitamix.ro online platform, offering thousands of health products including supplements, healthy foods, natural cosmetics, and household goods with fast delivery from own warehouse and a loyalty programme.
- Adams Supplements The group's own food supplement brand serving informed consumers seeking well-founded health choices, covering sport and fitness (protein, amino acids, creatine, accessories), vitamins and minerals including liposomal ranges, and collagen solutions for specific needs. GMP and ISO 9001 certified production, distributed through the Vitamix network, pharmacies, health stores, and fitness chains.
- Zanna Natural cosmetics brand for face, body and hair care plus aromatherapy, formulated with ingredients gentle on skin and the environment. Includes the Eolia line dedicated to sun protection and personal care, alongside carefully selected partner brands.
- NaturKing Online shop dedicated to gluten-free foods and special diets including low-carb, keto, paleo, vegan, and lactose-free lifestyles. Offers flours and mixes, pasta, bakery, sweets, superfoods, and supplements, bringing trusted own and international brands together in one place.
- springmarkt Brand of healthy ingredients for a balanced kitchen, offering superfoods (chia, hemp, seeds, nutritious mixes), alternative flours and natural sweeteners, and daily essentials such as coconut oil, salt, and baking soda. Available through the Vitamix network and on NaturKing.
- Youbio
Quantifiable outcome
- 70+ physical retail locations and online platforms serving hundreds of thousands of customers nationwide in Romania
- +1 more outcomes
Companies that use Adams Vision
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Adams Vision technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Adams Vision partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor.
- CSS-SZAK Odorheiu Secuiesc (Tennis Team)minorAdams Vision supports the CSS-SZAK Odorheiu Secuiesc tennis team as part of its community engagement and sport sponsorship programme. This initiative aligns with the company's values of health, performance, and development.
- CSM Târgu Mureș (Basketball Team)minorAdams Vision backs the CSM Târgu Mureș basketball team as part of its community investment strategy, reinforcing the group's commitment to health and active lifestyles in its home region.
- UMFST Târgu Mureș / PharmacoFor Educational InitiativeminorAdams Vision participates in educational events such as PharmacoFor, alongside students of UMFST Târgu Mureș (the University of Medicine, Pharmacy, Science and Technology of Târgu Mureș), supporting health-focused education and student engagement.
- Eolia (Sun Care and Personal Care Line)minorThe Eolia line of sun care and personal care products operates under the Zanna brand umbrella alongside partner brands that are carefully selected to complement the natural cosmetics offering.
- International Health and Wellness Brands (Imported)minorAdams Vision imports and selects trusted international brands for the Romanian market, distributing them through its retail network, online platforms, and distribution channels. This complements its own brand portfolio with a curated selection of international products.
Scale indicators5 records
Recent moves10 records
Expansion highlights6 records
Adams Vision competitors and assessment
Company assessmentBroad incumbents
- Bayer Consumer Health: Global consumer health division of Bayer covering vitamins, supplements and self-care brands sold through pharmacies and mass retail. Represents the type of large international incumbent whose products Adams Vision distributes alongside its own brands in Romania.
- GNC: Global specialty health and wellness retailer and supplement brand owner with a network of company-owned and franchised stores. Comparable to Adams Vision's combination of branded nutritional supplements and a dedicated physical retail footprint.
- The Vitamin Shoppe: US specialty retailer of vitamins, minerals, sports nutrition and wellness products across hundreds of physical stores and e-commerce. Closest Western analogue to Adams Vision's Vitamix retail concept and Adams Supplements assortment, though larger and US-focused.
- Holland & Barrett: UK-founded global health food and supplement retailer with hundreds of physical stores and strong own-brand portfolio in vitamins, sports nutrition and natural wellness. Comparable to the Vitamix retail-plus-own-brand model, but at vastly greater scale and international reach.
- Biofarm: One of the largest Romanian pharmaceutical and consumer health manufacturers with a broad OTC and supplement portfolio distributed through pharmacies nationwide. Larger and more diversified than Adams Vision but addresses the same Romanian pharmacy and consumer health channel.
- Perrigo Company: Global consumer self-care company focused on OTC, vitamins, supplements and personal care sold through retail and pharmacy channels. Comparable diversified consumer health portfolio and pharmacy-channel distribution model to Adams Vision's wholesale-plus-retail mix.
- Sanofi Consumer Healthcare: Global consumer healthcare business spanning vitamins, minerals, supplements and natural health brands sold through pharmacies and retail. Comparable broad-portfolio consumer health competitor whose products compete with Adams Supplements in pharmacy channels.
Regional players
- Walmark: Czech-headquartered CEE supplements and consumer health brand owner selling across Central and Eastern Europe. Comparable multi-country CEE distribution model to Adams Vision's stated Western/Central European expansion ambition, though at a more established regional scale.
Direct peers
- Dacia Plant: Romanian manufacturer of dietary supplements, herbal extracts and natural cosmetics, with nationwide distribution. Directly comparable to Adams Vision's Adams Supplements and Zanna brands in product categories, channel mix (pharmacies, own retail, online) and Romanian consumer base.
- Cosmopharm: Romanian producer of food supplements and natural personal care products selling through pharmacy chains and own e-commerce. Overlaps directly with Adams Vision's supplement manufacturing, distribution-to-pharmacies motion and the Adams Supplements brand positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Adams Vision social profiles
Digital presenceAdams Vision compliance and trust
Trust signalCompliance2 records
Adams Vision financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adams Vision leadership team
Management profileNumber of profiles
Adams Vision subsidiaries and ownership
Company hierarchySubsidiaries6 records
Adams Vision funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adams Vision 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 Adams Vision
What does Adams Vision do?
Adams Vision is a Romanian integrated health and wellness group that manufactures, distributes, and retails its own portfolio of dietary supplements, natural cosmetics, gluten-free and organic food products under six own brands (Vitamix, Adams Supplements, Zanna, NaturKing, springmarkt, Youbio). It operates an in-house GMP and ISO 9001 certified production facility for supplements and cosmetics and sells directly to consumers through a nationwide retail network of more than 70 Vitamix stores and dedicated e-commerce platforms per brand.
Is Adams Vision a public or private company?
Adams Vision is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adams Vision founded?
Adams Vision was founded in 2005. It employs 101 to 250 people.
Where is Adams Vision based?
Adams Vision is headquartered in Targu-mures, Romania, in the Europe region.
How does Adams Vision make money?
Four revenue lines are on record. Retail Sales — Vitamix Store Network is the primary driver. The others are E-commerce Sales, wholesale / Distribution to Third-Party Retailers and import & Resale of International Brands.
Who are Adams Vision's main competitors?
Broad incumbents on record are Bayer Consumer Health, GNC, The Vitamin Shoppe, Holland & Barrett, Biofarm, Perrigo Company and Sanofi Consumer Healthcare. Walmark is listed as a regional player. Direct peers are Dacia Plant and Cosmopharm.
Does Adams Vision have an API?
No public API is recorded for Adams Vision.
What industry is Adams Vision in?
Adams Vision's product category is Dietary Supplements and Health Products. Its primary akta.pro industry code is CRADAGAE, Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity), with a secondary code of CRADAGAM, Healthy Aging & Cognitive Support Supplements. Its NAICS code is 456191 and its SIC code is 5912.