Broeders Gezondheidswinkel

What Broeders Gezondheidswinkel does

Broeders Gezondheidswinkel is a Dutch family-owned health food store and organic supermarket founded in 1939 and headquartered in Oosterhout, Netherlands. The business operates a 700 m² physical retail store stocking approximately 10,000 SKUs across vitamins, supplements, natural cosmetics, homeopathic remedies, organic groceries, and specialty health products, complemented by an e-commerce webshop listing roughly 120,000 articles that ships to the Netherlands, Belgium, and Germany. The firm runs its own private label, Vitena, for selected supplement and natural product lines.

The company is registered as a V.O.F. (general partnership) and remains under family ownership, currently transitioning between third- and fourth-generation members of the Broeders/Melis family. Its technology stack is conventional rather than proprietary: a standard e-commerce front end built on the OnTarget CMS, basic marketing automation for a 68,484-subscriber newsletter, and content marketing via an 891-article editorial library. No proprietary AI/ML systems, data infrastructure, or differentiated platform technology is evident.

The business model is multi-channel B2C retail: in-store transactions at the Oosterhout flagship, online order fulfillment across three European markets, and auxiliary revenue tied to its private label. Customer reach is validated by 9,325 reviews averaging 9.2/10. The firm also operates an embedded ecosystem — a partnership with Gezondheidscentrum Oosterhout (15 practitioners), a cooking studio run with Marion Pluimes, and a local sourcing arrangement with Sophia's Tuin — which functions as a content, trust, and traffic engine rather than a separate revenue line.

Name

Broeders Gezondheidswinkel

Legal name

Broeders Gezondheidswinkel V.O.F.

Website

https://broedersgezondheidswinkel.nl

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

1–10 employees

Short description

Broeders Gezondheidswinkel is a Dutch family-owned health food retailer operating a 700 m² organic supermarket and ~120,000-SKU e-commerce webshop from Oosterhout, shipping to the Netherlands, Belgium, and Germany.

Ownership category

akta.pro rank

Product category

Health food and natural products retail

NAICS

Food (Health) Supplement Retailers (456191), All Other Specialty Food Retailers (445298), Other Specialty Food Retailers (44529)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Natural/Organic Bulk & Supplement Grocers (CRAHAMAF), Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE), Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Natural health products
• Vitamins and supplements
• Organic food retail
• Homeopathic remedies
• Health food store

Headquarters

HQ city

Oosterhout

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product sales (physical + e-commerce): One-time product transactions across both the physical store and web shop. The business sells health products, vitamins, supplements, natural cosmetics, organic food and personal care items to individual consumers. Revenue is generated through retail mark-up on a broad assortment of ~10,000 in-store SKUs and ~120,000 online SKUs.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Broeders Gezondheidswinkel is a Dutch family-owned specialty retailer that sells natural health products through a 700m2 physical store in Oosterhout and an online web shop of ~120,000 articles. Its assortment spans vitamins and dietary supplements, homeopathic remedies, organic and diet-specific food, sports nutrition, natural cosmetics, personal care, aromatherapy and household products, delivered across the Netherlands, Belgium and Germany. The retail offering is reinforced by an on-site health centre, a cooking studio and a loyalty points programme.

Product overview

Broeders Gezondheidswinkel & Biologische Supermarkt is a Dutch health food store and organic supermarket with over 85 years of history, combining a physical store (approximately 700m2 with ~10,000 items in stock) in Oosterhout with an extensive e-commerce platform (~120,000 articles). The product portfolio centers on health and wellness offerings including homeopathy, vitamins, minerals, and dietary supplements (Vitamines & Supplementen), complemented by personal care products (cosmetics, baby care, facial care, hair care), organic and natural foods (Voeding & Dranken including diet foods, superfoods, and raw foods), sports nutrition (amino acids, creatine, protein powders), weight loss and detox products, aromatherapy, pet care, and household products. The store's private label brand Vitena offers multivitamins and supplements at competitive prices. Additional services include an adjacent health center with ~15 complementary medicine practitioners, an on-site cooking studio (Marion Pluimes), and a loyalty points program. The company is owned by the 3rd and 4th generation of the Broeders/Melis family and employs approximately 12 staff members.

Differentiator

Problem solved

Functional benefit

Brands

• Vitena: The company's private label brand (huismerk) for health products.

Products and services

• Vitamines & Supplementen Vitamins, minerals and dietary supplements including multivitamins, Vitamin B12, Vitamin C, Vitamin D, Vitamin K, Calcium, Magnesium, Zinc and Iron, sold to health-conscious consumers via the physical store and web shop.
• Homeopathie & Fytotherapie Homeopathic remedies (single and complex), Schuessler cell salts and phytotherapy products derived from medicinal herbs, held under KOAG/KAG registration 4231-0322-1025 and sold to consumers seeking natural remedies.
• Persoonlijke Verzorging Personal care products for baby care, cosmetics, feminine hygiene, facial care, hair care and intimate care, sold to families and individual consumers seeking natural personal-care items.
• Voeding & Dranken Organic and natural foods and beverages including diet-specific foods (gluten-free, lactose-free, sugar-free, low-carb, spelt), biological products, raw foods and superfoods sold to health-conscious and diet-restricted consumers.
• Afslanken & Detox Weight loss and detox products including meal replacements, shakes, fat burners, slimming teas, detox courses, pills, patches and juices, sold to consumers pursuing weight management goals.
• Sport Voeding Sports nutrition including amino acids (BCAA, Carnitine, Glutamine), creatine powders and tablets, and protein powders and shakes (plant-based and whey), sold to fitness-oriented consumers.
• Aromatherapie & Etherische Oliën Aromatherapy products including essential oils, oil burners, diffusers, scented candles and incense, sold to consumers seeking natural wellness and home-fragrance items.
• Dierenverzorging Pet health products for dogs, cats and horses, sold to pet-owning consumers.
• Huishoudelijke Producten Natural and household products including dish soap, cleaning agents, gloves, laundry detergent and toiletries sold to households.
• Vitena (Huismerk) Broeders' own private-label (huismerk) brand of multivitamins, minerals and health supplements offered at competitive prices through the store and web shop.
• Gezondheidscentrum Oosterhout Adjacent health centre with approximately 15 practitioners offering complementary medicine such as osteopathy, mesology, homeopathy, orthomolecular medicine, hypnotherapy, naturopathy and acupuncture, accessible to walk-in customers next to the store.
• Gezondheidsscan Health scan service for assessing personal health metrics, available to store and web shop customers as an in-person advisory offering.
• Spaarpunten Programma Loyalty programme allowing customers to earn points on purchases redeemable for discounts on future orders, supporting repeat purchasing across store and web shop.
• Gezondheidsboeken Health-related books including cookbooks and massage books, sold through the store and web shop to complement the health-product assortment.
• CBD Producten CBD oils and capsules sold as dietary supplements for wellness purposes via the web shop and store.

Quantifiable outcome

• Free shipping from €50 for NL/BE/DE orders
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Sophia's TuinminorStrategic or Co-development Partner · 22 April 2026Broeders partners with Sophia's Tuin, a local organic vegetable farm in Oosterhout that has been growing organic vegetables since 2010 and is transitioning to Demeter certification. Fresh seasonal vegetables from Sophia's Tuin are now stocked in Broeders' shelves.
• Marion Pluimes / De Groene KookacademiecoreStrategic or Co-development PartnerMarion Pluimes runs the De Groene Kookacademie cooking school from within Broeders' premises since early 2022. She also operates as 'The Loffly Chef' providing catering and pre-prepared healthy meals sold in the store. Broeders hosts regular BIO cooking demos and workshops in partnership with Marion.
• Gezondheidscentrum OosterhoutcoreStrategic or Co-development PartnerThe Gezondheidscentrum Oosterhout is located in direct extension of the Broeders store. Approximately 15 doctors and therapists practise at the centre, focusing on complementary/natural medicine (osteopathy, mesology, homeopathy, orthomolecular medicine, hypnotherapy, naturopathy, acupuncture). All practitioners are affiliated with professional associations, allowing partial or full reimbursement by health insurers.

Scale indicators6 records

Regional players

• Bio Company: Berlin-based organic supermarket chain selling organic food, natural cosmetics and supplements. Overlaps in natural/organic assortment but is geographically focused on Germany.
• Alnatura: German organic supermarket chain with a broad assortment of organic food and natural personal care. Comparable assortment to Broeders' biological supermarket but operates primarily in Germany, not the Netherlands.

Broad incumbents

• Ekoplaza: Largest Dutch organic supermarket chain with multi-store presence and a broad organic food assortment. Overlaps in organic, dietetic and natural food categories where Broeders' biological supermarket competes, but is much broader and more food-focused.
• The Vitamin Shoppe: US specialty multi-channel retailer of vitamins, minerals, herbs and sports nutrition. Broader assortment and larger scale, but addresses the same health-conscious supplement buyer that Broeders targets.

Direct peers

• Natuurwinkels: Dutch chain of independent natural product stores offering vitamins, supplements, organic food and natural personal care. Same neighborhood health-shop positioning and overlapping customer base.
• Holland & Barrett: The largest dedicated natural health and supplement retailer in the Netherlands and the UK. Sells vitamins, supplements, homeopathy, natural cosmetics and organic food through both physical stores and a large e-commerce site — directly overlapping Broeders' core assortment and target customer.
• Vitaminstore: Dutch online-first supplement and sports nutrition retailer with a deep catalog of vitamins, minerals, proteins and wellness products. Closely mirrors Broeders' e-commerce assortment and health-conscious buyer profile.
• De Tuinen: Dutch specialty health food and natural products retailer with a multi-store footprint and a broad web shop covering vitamins, supplements, organic food and natural cosmetics. Directly comparable in assortment and customer segment.
• GezondheidsWinkels (Stichting Natuur & Milieu): Federation of Dutch independent health food stores (gezondheidswinkels) selling a comparable assortment of natural supplements, homeopathy, organic food and natural care. Competes head-on with Broeders in the Dutch specialty channel.
• iHerb: Large online-only global supplement, herbal and natural product retailer with very deep assortment and aggressive pricing. Competes with Broeders' web shop for Dutch consumers seeking vitamins and homeopathic remedies online.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/broedersgezond

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Broeders Gezondheidswinkel