What vpharma does

Vpharma is a Belgian cooperative pharmacy network (legal entity: Pharmacies Populaires de Verviers et Arrondissement SCRL) founded in 1886 in Verviers and operating under the Vpharma brand since 2001. The group operates 56 pharmacies and parapharmacies across Belgium's Liège province — 36 in the Verviers-Eupen arrondissement and 20 in the Liège arrondissement — supported by an integrated wholesale depot in Thimister stocking 13,000+ product references and delivering 11,000+ articles daily. Beyond retail dispensing, Vpharma runs Gmedi (7-8 paramedical equipment locations for orthopaedics, mobility aids, and home support), Comptoir Optique (optical retail with INAMI-certified opticians and hearing aids), and an e-commerce platform (Vpharma Connect / Pharmaexpress.be) with a 2024-launched Click & Collect service across all network pharmacies.

The company serves 200,000+ customers including 130,000+ Vpass loyalty members, dispensing 3+ million medication boxes per year and generating revenue primarily through transactional retail pharmacy, e-commerce, wholesale distribution, optical, and medical equipment sales. Service revenue is supplemented by pharmacist-led clinical offerings including flu vaccination (since 2021), COVID-19 vaccination (since 2022), blood pressure monitoring, and a 2024-launched in-pharmacy skin diagnostic tool using computer vision and sensor-based measurement combined with a recommendation engine for personalized skincare routines. Customer acquisition relies on direct-to-consumer retail, seasonal promotional campaigns (up to 40% discounts observed), content marketing via a health advice blog, social media, email newsletters, and beauty/workshop events co-hosted with brand partners such as Caudalie, Lierac, Filorga, Garancia, Roger & Gallet, Jowae, and Phyto.

The business is owned by its member pharmacies as a cooperative society (SCRL) with no external parent. Recent strategic activity centers on the January 2024 acquisition of the Santis pharmacy group (9 Liège-region pharmacies, founded 1950) and the build-out of digital and clinical service lines. Vpass loyalty infrastructure is delivered in partnership with Freedelity SA (MyFreedelity app, QR-based digital card), and appointment booking is integrated via Rosa.be. Operations are concentrated exclusively in Wallonia, Belgium, with no disclosed international footprint.

Name

vpharma

Legal name

Pharmacies Populaires de Verviers et Arrondissement SCRL

Website

https://vpharma.be

Company type

Private

Founded year

1886

Operating status

Operating

Headcount range

101–250 employees

Short description

Vpharma is a Belgian cooperative pharmacy network operating 56 pharmacies and parapharmacies across the Liège province, serving 200,000+ customers through retail dispensing, integrated wholesale, e-commerce, optical (Comptoir Optique), medical equipment (Gmedi), vaccination services, and a Vpass loyalty program.

Ownership category

akta.pro rank

Product category

Retail Pharmacy

NAICS

Pharmacies and Drug Retailers (456110), Drugs and Druggists' Sundries Merchant Wholesalers (42421), Offices of Other Health Practitioners (6213)

SIC

Retail-Drug Stores And Proprietary Stores (5912), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Ophthalmic Goods (3851), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Health & Pharmacy Omnichannel (CRAFAEAK)

akta.pro secondary industries

Pharmacy & Health Essentials Delivery (CRAFAFAI), Health, Wellness & Pharmacy Marketplaces (CRAFABAF), Telepharmacy & Prescription Fulfillment Marketplaces (HLALALAF)

Keywords

• Retail pharmacy services
• Community pharmacy network
• Pharmaceutical retail
• Health and wellness services
• Vaccination and diagnostics

Headquarters

HQ city

Verviers

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Pharmacy Sales: Sale of medications, parapharmaceutical products, cosmetics, health supplements, and medical equipment through 56+ pharmacy locations across Liège province
2. E-commerce (Pharmaexpress.be): Online sales of pharmacy products with home delivery and Click & Collect options
3. Wholesale Distribution: Internal wholesale operation supplying network pharmacies with 13,000+ product references, enabling daily deliveries of 11,000+ articles
4. Optical Products & Services: Sale of optical products including eyeglasses, contact lenses, and hearing aids through Comptoir Optique
5. Medical & Paramedical Equipment: Sale and rental of orthopaedic supplies, bandagisterie, mobility aids, and home support equipment through Gmedi (7-8 locations)
6. Loyalty Program Revenue: Loyalty points system encouraging repeat purchases; 500 points convertible to 5€ discount, double points on Vpharma brand products

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Vpharma operates a cooperative network of 56 community pharmacies and parapharmacies across Belgium's Liège province, dispensing medications and selling parapharmaceutical, cosmetic, and wellness products both in-store and via its e-commerce platform (Pharmaexpress.be / Vpharma Connect) with Click & Collect. Beyond retail dispensing, it offers in-pharmacy health services including flu and COVID-19 vaccinations, a technological skin diagnostic service, blood pressure monitoring, health coaching (smoking cessation, diabetes, dietetics), optical retail through Comptoir Optique, and paramedical equipment through Gmedi.

Product overview

VPharma is a cooperative pharmacy network offering a multi-channel healthcare platform combining 56 physical pharmacies with online services. The core offering consists of the VPharma Connect e-commerce platform with Click & Collect capability, supported by an internal wholesale distribution network. The portfolio includes Gmedi (paramedical equipment), Comptoir Optique (optical/hearing services), the Vpass loyalty program, and specialized services such as vaccination, skin diagnostics, blood pressure monitoring, and health coaching. All services are integrated through the Vpass program across pharmacy, paramedical, and optical channels.

Differentiator

Problem solved

Functional benefit

Brands

• Vpass: Loyalty program offering points accumulation and rewards for customers across Vpharma, Gmedi, and Comptoir Optique
• Click & Collect
• Vpharma Connect
• Pharma Express

Products and services

• Vpharma Connect / Pharmaexpress.be Online pharmacy e-commerce platform enabling 24/7 medication and parapharmacy product purchases with home delivery or Click & Collect pickup at Vpharma physical pharmacies.
• Click & Collect Online ordering service with in-pharmacy pickup connecting the Vpharma Connect e-commerce platform to all 56 Vpharma pharmacy locations for flexible product collection.
• Vpass Loyalty Program Free cross-brand loyalty card spanning Vpharma, Gmedi, and Comptoir Optique, with points accumulation (500 points = €5 discount), double points on Vpharma brand products, and digital registration via ID card or MyFreedelity app.
• Skin Diagnostic Service Technological skin analysis service in pharmacies measuring hydration, sebum, elasticity, and pH levels, generating personalized skincare routines with a recommended 3-month follow-up diagnostic.
• Flu Vaccination Service Seasonal influenza vaccination administered at participating Vpharma pharmacies, with pharmacists authorized to prescribe the vaccine without prior medical prescription.
• COVID-19 Vaccination Service COVID-19 vaccination for adults and children from 12 years, including first doses and booster shots, available at selected Vpharma pharmacies.
• Gmedi Paramedical Equipment Paramedical equipment retail chain under Vpharma offering orthopaedic devices, bandaging, incontinence products, mobility aids, home support, and wellness products across 7-8 locations in the Liège province, with sales and rental options.
• Comptoir Optique Optical retail store under Vpharma offering prescription glasses, contact lenses, hearing aids, and INAMI-certified eye examinations, supported by an in-house high-tech lens laboratory enabling 1-hour glasses manufacturing.
• Wholesale Distribution (Vpharma Grossiste) Internal wholesale arm of Vpharma supplying its network pharmacies with 13,000+ product references and enabling daily deliveries of 11,000+ items across the network from the Thimister distribution center.
• Blood Pressure Monitoring Service In-pharmacy blood pressure measurement service providing indicative readings for routine health monitoring.
• Expertise Services (Health Coaching and Pharmaceutical Services) Specialized in-pharmacy healthcare services including coaching (smoking cessation, diabetes, dietetics), pharmaceutical services (medication schedules, testing, vaccination), and alternative medicine (aromatherapy, homeopathy, phytotherapy).
• Beauty and Health Workshops In-pharmacy beauty and wellness workshops conducted with partner brands (Caudalie, La Rosée, Lierac, Filorga, Couleurs de Noir), offering skin analysis, personalized advice, and product trials.

Quantifiable outcome

• 200,000+ customers served
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• SantiscoreStrategic or Co-development Partner · 1 January 2024Acquisition of Santis pharmacy group in early 2024, comprising 9 pharmacies in the Liège region. Founded in 1950 at Grâce-Hollogne, Santis was led by pharmacists Olivier Bustin and Chantal Hardy. Vpharma and Santis share similar vision, values, and fundamentals.
• Freedelity SAcoreTechnology or IntegrationPartnership for loyalty program infrastructure. Freedelity provides the technology platform for the Vpass digital loyalty system, enabling card-less registration via ID card, QR code scanning through MyFreedelity app, and points management.
• CaudalieminorGTM or Marketing PartnerBrand partnership for beauty workshops and promotions. Vpharma conducts workshops featuring Caudalie products with skin analysis and exclusive offers.
• LieracminorGTM or Marketing PartnerBrand partnership for dermocosmetics workshops and product promotions in Vpharma pharmacies.
• FilorgaminorGTM or Marketing PartnerBrand partnership for anti-aging workshops. Filorga is France's first aesthetic medicine laboratory with innovative cosmetic products.
• GaranciaminorGTM or Marketing PartnerBrand partnership for skincare products created by pharmacist Savéria Coste, emphasizing natural and responsible formulations.
• Roger & GalletminorGTM or Marketing PartnerHistorical fragrance and toiletries brand since 1862, featuring in beauty workshops and promotions.
• JowaeminorGTM or Marketing PartnerDermo-cosmetics brand specializing in antioxidant skincare with natural ingredients and vegan formulations.
• PhytominorGTM or Marketing PartnerHaircare brand known for plant-based extracts and unique extraction methods, featured in hair care workshops.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Celesio (McKesson Europe): European pharma distribution and retail pharmacy owner (LloydsApotheek, Sapolo etc.); broadly comparable as a wholesale-plus-retail pharmacy platform across Europe, but at much larger scale and broader scope than Vpharma.
• Phoenix Group: European pharmaceutical wholesale leader with integrated pharmacy retail (e.g., BENU in some markets); broadly comparable as a wholesaler-plus-pharmacy operator with pan-European footprint.
• Walgreens Boots Alliance: Global retail pharmacy and wholesale group via Boots and Alliance Healthcare; broadly comparable pharmacy retail plus distribution model, though at far greater scale and geographic diversification.
• Alliance Healthcare: European pharmaceutical wholesaler and pharmacy owner (Walgreens Boots Alliance subsidiary); comparable as integrated wholesale distribution plus pharmacy retail platform competing for supplier relationships.

Direct peers

• Benu Apotheek: Dutch pharmacy chain with hundreds of stores under the Benu brand; directly comparable chain pharmacy model focused on prescription dispensing, advice, and in-store services.
• Service Apotheek: European independent-pharmacy marketing and services group operating pharmacy networks; directly comparable model of affiliating independent pharmacies under a unified brand and service offering.
• DocMorris: European online pharmacy and digital health platform; directly comparable to Vpharma's Pharmaexpress.be e-commerce pharmacy and Click & Collect fulfillment model.
• Multipharma: Largest Belgian cooperative pharmacy network with ~250 pharmacies; directly comparable to Vpharma's SCRL structure, retail pharmacy model, and Belgian footprint.
• Shop Apotheke Europe: Leading European online pharmacy operating in NL, DE, AT, BE; directly comparable e-commerce pharmacy model competing for the same OTC, parapharma, and beauty wallet share.

Regional players

• Kruidvat: Dutch and Belgian drugstore chain selling OTC, beauty, and personal care with in-store pharmacy counters; regionally comparable parapharmacy/discounter overlap, though primarily retail rather than prescription pharmacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vpharma.be
• Instagraminstagram.com/vpharma_pharmacies
• LinkedInlinkedin.com/company/vpharma

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 vpharma