Nature's Market

What Nature's Market does

Nature's Market is an independent, single-location health and wellness retailer headquartered in Indianapolis, Indiana, founded in 1991 by owners Jeff and Velma Peterson. The store operates from a brick-and-mortar storefront at 1470 W. 86th Street in the North Willow Commons shopping center and serves health-conscious consumers in the Indianapolis metropolitan area seeking vitamins, nutritional supplements, natural personal care, oral hygiene, alkalized water, herbal teas, pet wellness products, and staple natural groceries. The merchandise mix spans more than 60 supplement brands (including Solgar, Nature's Way, Gaia Herbs, Carlson Labs, and Loomis Enzymes) alongside personal care lines such as ACURE, Andalou, Derma-E, and Burt's Bees, as well as curated specialty items like Incrediwear, Silver Biotics, and Penta Water.

The business model is fundamentally a direct-to-consumer retail operation. Revenue is generated through one-time point-of-sale transactions, with everyday pricing set 10% below MSRP and a volume discount of 20% on purchases of $99.99 or more; free shipping is offered on supplement orders meeting the same threshold. Distribution is omnichannel within a narrow geographic frame: physical retail (the primary channel), call-ahead curbside pickup, and direct shipping for remote customers. Marketing relies on owned channels — email newsletter, social media (Facebook, Twitter, Pinterest, Tumblr), in-store blog posts, and customer testimonials — supplemented by community events such as samplings, demonstrations, and wellness lectures.

The company's core differentiation is service-driven rather than technology- or scale-driven: personalized consultations (notably the Loomis Enzymes support plans), knowledgeable in-store staff, and three decades of community reputation as 'Indy's hometown wellness destination.' No digital platform, marketplace, proprietary technology, or AI capability is described in available material. The company is privately held by the Peterson family with no disclosed outside investors, no subsidiaries, no M&A activity, and no public funding history.

Name

Nature's Market

Legal name

Nature's Market

Website

https://natures-market.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Nature's Market is an independent, single-location health and wellness retailer founded in 1991 in Indianapolis, Indiana. It sells vitamins, supplements, natural personal care, staple groceries, and homeopathic products to Indianapolis-area consumers via its storefront, curbside pickup, and direct shipping.

Ownership category

akta.pro rank

Product category

Health and Wellness Retail

NAICS

Food (Health) Supplement Retailers (456191), Other Health and Personal Care Retailers (45619), Pet and Pet Supplies Retailers (45991)

SIC

Retail-Food Stores (5400), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Natural/Organic Bulk & Supplement Grocers (CRAHAMAF)

Keywords

• Vitamin supplements retail
• Natural health products
• Wellness shop
• Natural personal care
• Organic groceries

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Retail Product Sales: Brick-and-mortar retail sales of vitamins, supplements, personal care products, natural groceries, and wellness items. One-time purchase model with everyday discounted pricing (10% below MSRP) and volume discounts (20% off $99.99+ purchases).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Nature's Market operates a brick-and-mortar health and wellness retail store in Indianapolis, Indiana, selling vitamins, nutritional supplements, natural personal care items, staple groceries, herbal teas, alkalized water, pet wellness products, and holistic literature from over 60 brands. The store also offers curbside pickup, direct shipping, and personalized Loomis Enzymes health consultations.

Product overview

Nature's Market is a brick-and-mortar retail health and wellness store in Indianapolis, Indiana, established in 1991. The company operates as a single-location hometown wellness destination offering a curated portfolio of products organized into distinct categories: vitamins and supplements from over 60 brands (including Solgar, Nature's Way, Gaia Herbs, and Carlson Labs), personal care including oral hygiene and natural cosmetics, staple groceries and natural snacks, therapeutic oils, alkalized and enhanced waters, pet wellness products, and holistic literature. The store's product portfolio is anchored by featured brands such as Incrediwear (pain relief wear), Silver Biotics (immune support), Loomis Enzymes (digestive health), and Solgar (premium vitamins). Services include curbside pickup, free shipping on qualifying supplement orders, and personalized Loomis Enzymes consultations. The store differentiates through knowledgeable staff, personalized service, and discounts of 10% from MSRP with additional volume discounts.

Differentiator

Problem solved

Functional benefit

Products and services

• Vitamins & Supplements
• Natural Skin Care & Cosmetics
• Natural Hair Care
• Oral Hygiene Products
• Probiotics
• Alkalized Water
• Staple Groceries & Natural Snacks
• Herbal & Medicinal Teas
• Oils & Fats
• Pet Wellness
• Incrediwear
• Silver Biotics
• Elderberry Products
• Holistic Literature
• Curbside Pickup
• Free Shipping
• Loomis Enzymes Consultations

Quantifiable outcome

• 30+ years in business as hometown wellness destination

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Loomis EnzymescoreStrategic or Co-development PartnerNature's Market offers personalized Loomis Enzymes consultations where customers receive a customized consultation and support plan using the comprehensive Loomis line of natural dietary supplements. This partnership enables the store to provide specialized health guidance beyond standard retail service.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• iHerb: Large online-only retailer specializing in vitamins, supplements, and natural products globally. Represents the e-commerce-native threat to Nature's Market's supplement category via aggressive pricing and international shipping.
• Thrive Market: Online membership-based retailer of natural and organic products including supplements, groceries, and personal care. Represents the digital-native model that increasingly competes for Nature's Market's shipping-channel customers.

Regional players

• Erewhon Market: Upscale independent natural and organic grocer and supplement retailer serving the Los Angeles area. Comparable curated premium positioning and consultation-style service, illustrating the upscale boutique playbook Nature's Market follows locally.
• Mother's Market & Kitchen: Southern California natural and organic grocery and supplement retailer. Comparable assortment of vitamins, supplements, natural personal care, and staple groceries under an independent banner, though outside Nature's Market's Indianapolis footprint.
• Lassens Natural Foods & Vitamins: Independent regional natural foods and supplement chain primarily serving Southern California. Comparable single-format specialty retailer of supplements, natural groceries, and personal care, but geographically separated from Nature's Market.

Direct peers

• Natural Grocers by Vitamin Cottage: Specialty natural and organic grocery chain offering vitamins, supplements, natural personal care, and staple groceries. Closely mirrors Nature's Market's curation-led positioning across both supplements and natural foods.
• The Vitamin Shoppe: National specialty retailer of vitamins, supplements, and natural health products. Directly comparable to Nature's Market in core product mix (Solgar, Nature's Way, etc.) and target customer, though operating at national scale versus a single storefront.

Broad incumbents

• GNC: Large established supplement and wellness retailer with broad product portfolio and national footprint. Overlaps directly on vitamins and supplements but operates at much greater scale and breadth than Nature's Market.
• Sprouts Farmers Market: Specialty grocer focused on natural and organic foods, supplements, and personal care. Comparable assortment overlap but broader grocery orientation and regional multi-store footprint versus Nature's Market's single location.
• Whole Foods Market: National organic and natural foods retailer (Amazon-owned) carrying premium supplements and natural personal care brands. Comparable assortment of curated natural brands, but operates at vastly larger scale and broader category mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/naturesmkt
• Facebookfacebook.com/naturesmarketindianapolis
• LinkedInlinkedin.com/company/natures-market-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Nature's Market