Get Up

What Get Up does

Get UP food supplements GmbH is a privately held, founder-owned German retailer of vitamins, minerals, amino acids, and specialty nutritional supplements, founded in 1997 by Udo Pohlmann and operating continuously for 28 years. The company sells a broad catalog of branded and own-label SKUs — individual vitamins (A, B-complex, C, D3, E, K2), minerals (calcium, magnesium, iron, zinc, selenium), fatty acids, antioxidants, probiotics, superfoods, and convenience "Daily Packs" (Basic, Executive, Immun, Osteo) — plus a children's sub-brand (GrowUP!) and newer hydration/electrolyte lines (Get UP Fit, ZeroLyte). Product pages are organized by health function (immune system, energy, bones, skin/hair/nails, anti-aging, digestion, cardiovascular) to aid consumer navigation.

The business runs exclusively on a direct-to-consumer Magento-based e-commerce storefront at get-up.eu, with no marketplace, retail, or B2B distribution disclosed. Pan-European delivery covers Germany, the Netherlands, the broader EU, Switzerland, and Norway, supported by a multilingual storefront (German, English, French), tiered free-shipping thresholds, and a broad set of payment options (Visa, Mastercard, American Express, UnionPay, PayPal, Giropay, iDEAL, prepayment). The marketing motion is similarly narrow: catalog merchandising, seasonal discount codes (e.g., STRAND), and email-style promotions — no paid acquisition channels, partnerships, or social presence are disclosed.

Operationally, Get UP is a micro-cap DTC retailer with a headcount of 1–10, no disclosed funding, no certifications or awards, and no M&A or partnership activity. Pricing is unit-based at €6.90–€39.95 per SKU with volume discounts; the daily-pack format implies routine-repurchase usage, but no formal subscription program is disclosed. The company appears to operate as a steady-state, bootstrapped lifestyle business serving long-tail European health-conscious consumers.

Name

Get Up

Legal name

Get UP food supplements GmbH

Website

https://get-up.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Get UP is a founder-owned German DTC retailer, founded in 1997, selling vitamins, minerals, and nutritional supplements via a Magento e-commerce storefront to health-conscious consumers across Germany, the Netherlands, the broader EU, Switzerland, and Norway.

Ownership category

akta.pro rank

Product category

Nutritional Supplements Online Retail

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456), Other Specialty Food Retailers (44529)

SIC

Retail-Food Stores (5400)

akta.pro industry

PRIMARYCRAHAEAC

Health Food & Supplement Stores

Consumer Products & Retail/Grocery & Food Retail/Natural/Organic & Health Food Stores

SECONDARYCRAFADAG

Health, Wellness & Pharmacy Online Retailers

Consumer Products & Retail/E-commerce & Marketplaces/Online Retailers (Inventory-led)

SECONDARYCRAHAIAE

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet)

Consumer Products & Retail/Grocery & Food Retail/Online Grocery & Delivery-Only Retail

SECONDARYCRADAGAJ

Children’s Vitamins & Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Food supplements retail
• Vitamin supplements
• Omega-3 supplements
• Nutrition e-commerce
• Mineral supplements

Headquarters

HQ city

Venlo

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Pricing tiers

Distribution channels1 record

Marketing channels3 records

Core offering

Get Up operates a direct-to-consumer online retail business selling food and nutrition supplements — including vitamins, minerals, amino acids, omega-3 fatty acids, superfoods, probiotics, antioxidants, beauty and joint supplements, and daily supplement packs — to individual consumers across Europe via its own Magento-based e-commerce storefront. The company also retails a dedicated line of children's vitamins under the GrowUP! sub-brand.

Product overview

Get UP Food Supplements is a European food supplement company operating since 1997, offering a comprehensive portfolio of vitamins, minerals, amino acids, and specialty nutritional products. The product line spans individual vitamins (A, B-Complex, C, D3, E, K2), minerals (Calcium, Magnesium, Iron, Zinc, Selenium, Iodine, Copper, Chromium), fatty acids (Omega-3 including vegan algae oil), antioxidants (OPC, Q10, Astaxanthin), and functional supplements (Probiotics, Collagen, Hyaluronic Acid, Curcumin). The company organizes products by function (Basic Supply, Metabolism, Energy, Immune System, Bones, Muscles, Skin/Hair/Nails, Anti-Aging, Digestion, Heart/Circulation, Eyes, Nerves) and offers convenience-focused daily packs (Daily Basic Pack, Daily Executive Packs, Daily Immun Komplex, Daily Osteo Komplex). The portfolio also includes food products (Energy Bars, Protein supplements) and specialty items (Shilajit, Moringa, Spirulina/Chlorella). The company sells primarily through its Magento-based e-commerce platform targeting German and European consumers.

Differentiator

Problem solved

Functional benefit

Brands

• GrowUP!: Children's multivitamin product line including KauBar chewable supplements for kids.

Products and services

• Vitamins (A–K range and multivitamins) A multi-SKU vitamin assortment covering fat-soluble and water-soluble vitamins, including multivitamin and gender-specific variants, targeted at health-conscious European consumers seeking daily nutritional support.
• Minerals & Trace Elements A range of standalone and combined mineral supplements, including chelated and depot formulations, addressing calcium, magnesium, iron, zinc, and trace element needs for adult consumers in European markets.
• Omega-3 and Essential Fatty Acids Marine and plant-source omega-3 plus evening primrose oil supplements sold to European consumers for daily essential fatty acid intake.
• Amino Acid Supplements A deep assortment of single and combined amino acid supplements, including BCAAs and acetylated forms, marketed to health-conscious European adult consumers.
• Superfoods Plant-source superfood powders and capsules, including spirulina, chlorella, moringa, and kelp, targeted at European consumers interested in plant-based nutritional supplementation.
• Daily Supplement Packs Pre-curated multi-nutrient sachet packs (Daily Basic, Daily Executive, Daily Immun, Daily Osteo) bundling complementary vitamins, minerals, and superfoods for differentiated lifestyle and health profiles, sold to adult European consumers.
• GrowUP! Children's Vitamins A dedicated sub-brand line of child-focused vitamin formulations, distributed through the Get Up storefront for parents purchasing pediatric nutritional supplements.
• Probiotics Multi-strain probiotic complex supplements sold to European consumers for digestive and immune health maintenance.
• Antioxidant Supplements Antioxidant-focused supplements including OPC, Coenzyme Q10, Astaxanthin, and Curcumin, marketed to European consumers for cellular antioxidant support.
• Beauty Supplements Targeted beauty supplements including hair formula, collagen, hyaluronic acid, and biotin, aimed at European consumers pursuing skin, hair, and nail support from within.
• Joint & Mobility Supplements Joint-targeted supplements including an MSM Complex, marketed to European adult consumers for connective tissue, cartilage, and mobility support.
• Electrolyte, Energy, and Protein Products Sport-and-everyday nutrition SKUs including electrolyte drinks, energy bars, and protein powders retailed to European consumers alongside the core supplement range.
• Specialty & Niche Supplements A long-tail assortment of specialty and niche supplements (Shilajit, Mexican Wild Yam, Lecithin, Colloidal Silver, Aloe Vera, Beta Carotene, and related items) differentiated by breadth versus mainstream retailers.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• nu3: Berlin-based DTC food supplement and functional food retailer serving German-speaking Europe with vitamins, minerals, and superfoods. Closely comparable in geography, product category, and online-only direct-to-consumer model.
• Natura Force: German online specialty retailer of vitamins, minerals, and superfoods with condition-focused packaging. Closely aligned with Get Up's function-organized catalog approach.
• Sanvita GmbH: German family-owned supplement brand and online retailer selling vitamins, minerals, and natural remedies to European consumers. Similar founder-operated, vertically focused D2C model.
• GloryFeel: German online retailer selling vitamins, minerals, and specialty supplements direct to consumers. Similar category depth and EU online distribution model to Get Up.
• Vitafy: German DTC specialty retailer focused on vitamins, dietary supplements, and natural health products. Operates in the same niche of health-conscious European consumers with online-first distribution.
• Bodylab24: German DTC retailer of sports nutrition, vitamins, and supplements targeting health and fitness consumers. Comparable in pan-European online distribution and curated supplement assortment.

Broad incumbents

• myProtein: Large online sports nutrition and supplements retailer across Europe, owned by The Hut Group. Overlaps with Get Up on vitamins/minerals but operates at much greater scale with broader sports-nutrition focus.
• iHerb: Global online retailer of vitamins, supplements, and natural health products with established European delivery. Comparable category and D2C model but much larger scale and broader geographic reach.
• foodspring: Berlin-based DTC sports nutrition and functional food brand with vitamins in portfolio. Comparable European D2C model but broader sports-nutrition focus than Get Up's pure supplement specialization.
• Shop Apotheke Europe: Pan-European online pharmacy retailing OTC medicines, beauty, and supplements. Broad incumbent offering vitamins/supplements as part of a wider health assortment to overlapping consumer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Get Up