What SANICARE does

SANICARE operates HARTMANN Direct (hartmanndirect.com), a direct-to-consumer e-commerce platform in the Czech Republic that sells HARTMANN-branded medical supplies and cosmetics directly from the manufacturer. The platform is operated by HARTMANN – RICO a. s., the disclosed legal entity, and serves Czech consumers across seven primary product categories: incontinence aids, wound care, medical devices (blood pressure monitors, thermometers, home tests), personal care and wellness (Kneipp line), feminine hygiene, mother and baby care, and stoma care. Branded sub-lines include MoliCare (incontinence), Veroval (diagnostics), Kneipp (wellness), Bel (baby care), Cosmos (wound care), and Ria (feminine hygiene). The platform also supports prescription-based ordering through the Czech ePoukaz electronic prescription system via its HartmannHome program, enabling home delivery of insurance-reimbursed medical aids.

The business model is direct-to-consumer retail, monetized through one-time unit-priced product sales and insurance-reimbursed prescription orders. Distribution is single-channel, focused on the Czech market, with free shipping on orders over 599 CZK and a 3-business-day delivery commitment. Marketing is content-driven, relying on health-education articles (incontinence, wound care, World Continence Week) and SEO targeting Czech health-related search terms, supplemented by promotional discount codes. Customer service operates via email and a Czech-language phone line (800 100 150) Monday-Friday 8:00-16:00.

SANICARE was founded in 2003 and employs 51-100 people. It is a privately held for-profit company headquartered in Michle, Czech Republic, with no disclosed parent company, funding history, management team, or M&A activity in the available data. The primary competitive position rests on the HARTMANN brand reputation, direct-from-manufacturer pricing, and unique integration with the Czech ePoukaz prescription infrastructure, which together create a defensible regional DTC channel for HARTMANN products.

Name

SANICARE

Legal name

HARTMANN – RICO a. s.

Website

https://sanicare.cz

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

SANICARE operates HARTMANN Direct, a Czech Republic direct-to-consumer e-commerce platform selling HARTMANN-branded medical supplies (incontinence, wound care, diagnostics) and cosmetics. It serves Czech consumers and prescription patients via the ePoukaz-integrated HartmannHome program.

Ownership category

akta.pro rank

Product category

Medical Supplies Retail

NAICS

Health and Personal Care Retailers (456)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH)

akta.pro secondary industries

Adult Incontinence Products (CRADALAF), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK), Incontinence & Bladder Leak Products (Feminine) (CRABAIAM), Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH)

Keywords

• Medical supplies retail
• Incontinence care products
• Wound care supplies
• Home health devices
• Personal care products

Headquarters

HQ city

Michle

HQ country

Czechia

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct online sales of medical supplies and cosmetics to end consumers through hartmanndirect.com. Revenue generated from one-time product purchases across categories including incontinence aids, wound care products, medical devices, personal care, and cosmetics.
2. Prescription-based Orders (ePoukaz / Paper Prescription): Sales of prescribed medical aids through the HartmannHome program, where customers with prescriptions for medical devices and incontinence supplies can order products covered by health insurance and receive them delivered to their home.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

SANICARE is a Czech Republic-based supplier of HARTMANN brand medical products, operating the hartmanndirect.com e-commerce platform that sells incontinence aids, wound care items, medical devices (blood pressure monitors, thermometers), feminine hygiene, mother-and-baby care, stoma care, and Kneipp personal care products to individual consumers, including prescription (ePoukaz) orders.

Product overview

HARTMANN Direct is an e-commerce platform selling medical supplies and cosmetics directly from the manufacturer. The portfolio includes multiple product categories (incontinence, wound care, medical devices, feminine hygiene, mother & baby, stoma care, protection) organized under branded sub-lines (MoliCare Premium, Veroval, Kneipp, Bel, Cosmos, Ria). Products are available for direct consumer purchase and via medical prescriptions (ePoukaz system). The platform offers free shipping over 599 CZK with delivery within 3 business days.

Differentiator

Problem solved

Functional benefit

Brands

• MoliCare®: Premium incontinence products for everyone
• Veroval®
• Kneipp®
• Bel®
• Cosmos®
• Ria®

Products and services

• Incontinence Products
• Wound Care Products
• Medical Devices
• Kneipp Personal Care
• Feminine Hygiene Products
• Mother and Baby Care Products
• Stoma Care Products
• Protection and Care Products
• Cosmos Jungle Children's Plasters
• Insect Bite Healer

Quantifiable outcome

• Fast delivery within 3 business days

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Medela: Swiss medical device and personal care company with breastfeeding, baby care, and wound care products that overlap with SANICARE's mother-and-baby and protection categories.

Broad incumbents

• Ontex: European personal hygiene manufacturer producing incontinence, feminine hygiene, and baby care products — directly comparable manufacturer competing with HARTMANN brands sold via SANICARE.
• Mölnlycke Health Care: Global wound care and surgical solutions provider whose dressings and wound management portfolio competes with HARTMANN's Cosmos and wound-care lines distributed by SANICARE in Czech Republic.
• ConvaTec: Multinational medical products company with strong positions in ostomy, continence, and advanced wound care — directly overlaps with the HARTMANN portfolio categories sold through SANICARE.
• Coloplast: Global medtech company specializing in continence care, ostomy, and wound care products that directly compete with HARTMANN's MoliCare and stoma lines sold through SANICARE — overlaps on the most important product categories.
• Essity (TENA): Global hygiene and health company whose TENA brand is a leading incontinence care competitor to HARTMANN's MoliCare — competes head-to-head in the same product categories SANICARE distributes.

Direct peers

• BENU Lékárna: Major Czech retail pharmacy chain with online storefront offering medical devices, incontinence products, wound care, and personal care SKUs — comparable omnichannel DTC competitor for medical supplies in Czech Republic.
• Pilulka.cz: Czech online pharmacy and health/personal-care e-commerce retailer selling OTC medicines, medical devices, incontinence aids, and cosmetics directly to consumers — same DTC e-commerce channel and overlapping product categories as SANICARE/HARTMANN Direct in the Czech market.
• Dr. Max: Largest Czech pharmacy chain with a full e-commerce storefront dispensing prescription and OTC products plus medical supplies and personal care — directly comparable DTC channel competing for the same Czech consumer health wallet.
• Lékárna.cz: Czech online pharmacy retailing prescription, OTC, medical supply, and personal care products direct to consumers — directly comparable Czech DTC e-commerce peer in the medical/hygiene category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 SANICARE