PHOENIX Farmacija

What PHOENIX Farmacija does

PHOENIX Farmacija d.o.o. is a leading Croatian pharmaceutical wholesaler and wholly-owned subsidiary of Germany's PHOENIX Group, formed in 2004 through the merger of Medifarm-Velebit d.d. and Farmacija d.d. The company distributes approximately 24% of the Croatian pharmaceutical wholesale market, supplying drugs, medical products, nutritional supplements, cosmetics, and healthcare equipment to 2,500+ delivery locations spanning retail pharmacies, hospitals, health centers, and medical diagnostic laboratories. Operations are supported by five GDP/GMP-compliant distribution centers totaling more than 13,500 m2 of temperature-controlled storage (2-8°C and 15-25°C), a fleet of 90+ delivery vehicles covering 4 million km annually, and a Mantis LVS+ Warehouse Management System focused on batch-level traceability.

The company's product and service portfolio extends well beyond commodity wholesale into higher-margin specialty offerings. Core revenue streams include (1) transaction-based wholesale distribution with sub-30-minute order processing, (2) the ADIVA pharmacy partnership program aggregating nearly 180 pharmacies (~24% of pharmacy market potential) with loyalty, mobile app, and health portal components, (3) the All-in-One integrated service concept providing pharmaceutical manufacturers with pan-European distribution, business intelligence, supply chain optimization, sales support, and specialty drug services, (4) the Pharma Services business unit formed in 2020 consolidating manufacturer services, (5) clinical trial logistics including temperature-controlled storage and customs clearance, (6) interventional drug import for unregistered medicines via HALMED approvals, and (7) the Rent-a-Rep sales team rental service. The proprietary PHOENIX Production System (PPS), a Lean-based platform covering warehouse management, working capital, and transport, underpins operational performance.

The business model is primarily B2B transaction-based with customized quotation for enterprise clients, supplemented by managed services contracts for manufacturer partnerships. The company holds ISO 9001/14001/50001/13485, GDP, GMP certifications and a manufacturing license for secondary drug packaging, and operates within the PHOENIX Group's 29-country European network spanning 48,000+ employees and €36.3 billion in FY 2022/2023 group revenue. Pricing is not publicly disclosed, and revenue figures for the Croatian subsidiary are not separately reported in available sources.

Name

PHOENIX Farmacija

Legal name

PHOENIX Farmacija d.o.o.

Website

https://phoenix-farmacija.hr

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

PHOENIX Farmacija is a leading Croatian pharmaceutical wholesaler (24% market share) and PHOENIX Group subsidiary distributing medicines and medical products to 2,500+ pharmacies, hospitals, and labs via five GDP/GMP-compliant centers, with adjacent All-in-One manufacturer services, clinical trial logistics, and the ADIVA pharmacy partnership program.

Ownership category

akta.pro rank

Product category

Pharmaceutical Wholesale Distribution

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (42421), Drugs and Druggists' Sundries Merchant Wholesalers (424210)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Pharmacy Front-End & Sundries Distribution (Health & Wellness, Personal Care, Convenience) (CRAOAHAG)

akta.pro secondary industries

Medical Devices & Diagnostics Temperature-Controlled Storage (TLALABAH), Veterinary Medical/Surgical Supply Wholesalers (HLAMAIAB)

Keywords

• Pharmaceutical wholesale distribution
• Medical product supply
• Healthcare logistics services
• Pharmacy distribution network
• Clinical trial logistics

Headquarters

HQ city

Zagreb

HQ country

Croatia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pharmaceutical Wholesale Distribution: Core business - distribution of pharmaceuticals, medical products, nutritional supplements, cosmetics, pharmaceutical packaging and other healthcare products to pharmacies, hospitals, and health institutions. Revenue generated through product margins on sales to healthcare providers.
2. Logistics and Warehousing Services: Comprehensive logistics services including storage, customs clearance, distribution, and delivery. Services comply with GDP and GMP standards. Revenue from service fees for temperature-controlled storage and distribution.
3. All-in-One Integrated Services: Full spectrum of distribution and complementary services for pharmaceutical manufacturers including market expertise, optimized supply chain, sales support, clinical study logistics, and specialty drug services.
4. Clinical Trial Support Services: Logistical support for clinical trials including obtaining import permits, storage of medicines and laboratory equipment, customs clearance, and distribution to medical centers. Includes return and destruction services.
5. Interventional Drug Import: Specialized service for importing medicines without marketing authorization in Croatia, including prescription drugs, parallel medicines, and unregistered medicines approved by HALMED.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

PHOENIX Farmacija is a Croatian pharmaceutical wholesaler that distributes medicines, medical products, nutritional supplements, and cosmetics to pharmacies, hospitals, health centers, and medical diagnostic laboratories across Croatia through five regional distribution centers covering 2,500+ delivery locations. The company provides integrated services for pharmaceutical manufacturers including warehousing, logistics, clinical trial support, interventional drug import, exclusive distribution, and the ADIVA pharmacy partnership program, operating under GDP and GMP compliance standards.

Product overview

PHOENIX Farmacija operates as a pharmaceutical wholesaler and healthcare services provider offering a unified distribution and logistics platform. The core offering centers on wholesale distribution of medicines and medical products to pharmacies, hospitals, and healthcare institutions across Croatia. The product portfolio includes the ADIVA Program (pharmacy partnership and loyalty platform with mobile app and health portal), the All-in-One Concept (integrated services for pharmaceutical manufacturers), Rent-a-Rep Service (sales team rental), Clinical Trials Support, Interventional Import Services, Dealerships and Exclusive Distribution, Marketing Services, and Logistics Services. These offerings work together as a comprehensive pharmaceutical supply chain solution, from manufacturing support through distribution to end-patient care.

Differentiator

Problem solved

Functional benefit

Brands

• ADIVA: A unique marketing and business partnership cooperation program for pharmacies, launched by PHOENIX Farmacija in 2009. The program helps pharmacies be more competitive through loyalty programs, professional training, marketing tools, and digital patient access. ADIVA includes a loyalty card program, mobile application, and pharmacy branding. The name ADIVA stands for 'advice' and 'added value'.

Products and services

• Core Pharmaceutical Distribution and Logistics Wholesale distribution of medicines, medical products, food supplements, cosmetics, and other healthcare products to pharmacies, hospitals, health centers, and medical diagnostic laboratories across Croatia through five distribution centers with over 13,500 m2 of storage space.
• ADIVA Program Marketing and business partnership program for pharmacies including loyalty program, mobile application, health portal (adiva.hr), professional training, and public health campaigns, with nearly 180 partner pharmacies representing approximately 16% of the pharmacy market.
• All-in-One Concept Comprehensive integrated services concept for pharmaceutical manufacturers including pan-European partnerships, logistics, business intelligence, pharmacy services, supply chain optimization, sales support, clinical study logistics, and specialty drug services.
• Rent-a-Rep Service Sales team rental service enabling pharmaceutical manufacturers to promote products through PHOENIX Farmacija's expert team to pharmacies, family doctors, and other medical specialties.
• Clinical Trials Support Full logistical support for conducting clinical trials in Croatia including importation, temperature-controlled storage, customs clearance, distribution to medical centers, and organized destruction of medicines and equipment.
• Interventional Import Service Import and entry services for medicines without marketing authorization in Croatia, including procurement of medicines in short supply, in cooperation with HALMED and Ministry of Health.
• Dealerships and Exclusive Distribution Representation and exclusive distribution services for pharmaceutical manufacturers in the Croatian market, including sales support and market promotion.
• Marketing Services for Partners B2B and B2C marketing services including market research, sales campaign recommendations, telemarketing, sample distribution, marketing material distribution, and sales promotion activity analysis.
• Logistics Services GDP and GMP compliant logistics including warehouse management, temperature-controlled storage (2-8°C, 15-25°C), order processing, and delivery services with full territorial coverage of Croatia.

Quantifiable outcome

• Orders processed in under 30 minutes
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• ADIVA Partner PharmaciescoreChannel Partner/ Reseller/ Distributor · 1 January 2009Nearly 180 pharmacies across Croatia participate in the ADIVA partnership cooperation program, representing approximately 16% of pharmacy market (24% by potential). ADIVA pharmacies receive marketing support, loyalty program tools, and business development assistance.
• Pharmaceutical Manufacturers (200+)coreStrategic or Co-development PartnerPHOENIX Farmacija provides distribution, warehousing, and integrated services for over 200 pharmaceutical manufacturers. Services include representation, exclusive distribution, regular distribution, and All-in-One concept services spanning the entire supply chain.
• Medical Centers (Clinical Trial Sites)coreStrategic or Co-development PartnerMedical centers participating in clinical trials receive pharmaceutical products, laboratory kits, and equipment through PHOENIX Farmacija's logistics services. Services include temperature-controlled storage, customs clearance, and distribution.
• HALMED (Croatian Agency for Medicinal Products and Medical Devices)coreOthersRegulatory partner for interventional drug import approvals. HALMED issues consent for entry and import of unregistered medicines in accordance with Medicinal Products Act Article 129.
• Ministry of Health of the Republic of CroatiacoreOthersGovernment partner for healthcare operations, cooperating on medicinal product import and distribution matters.
• HZZO (Croatian Health Insurance Institute)coreOthersContractual partner for pharmacy reimbursement and prescription processing. PHOENIX Farmacija submits invoiced prescriptions to HZZO for reimbursement.
• Foreign Pharmaceutical Partners (EU and non-EU)coreStrategic or Co-development PartnerReliable and respected foreign partners from European Union (for medicine entry) and outside EU (for medicine import) support PHOENIX Farmacija's interventional drug import services.
• Healthcare Institutions (Consignment Warehouse Partners)minorChannel Partner/ Reseller/ DistributorPartners utilizing Velika Gorica consignment warehouse for stock management, import, and clinical studies. Business operations regularly supervised by partners with quality assessments.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Medika d.d. Croatian pharmaceutical wholesaler and one of the leading veledrogerija competing head-to-head with PHOENIX Farmacija for hospital and pharmacy accounts. Comparable on product range (drugs, medical products, equipment), customer base (pharmacies, hospitals), and Croatian market footprint.
• Oktal Pharma: Croatian pharmaceutical wholesaler distributing prescription drugs, OTC, medical devices, and parapharmaceuticals to pharmacies and health institutions. Directly competes with PHOENIX Farmacija for share of the same domestic pharmacy and hospital customer base.
• PHOENIX Pharma (other regional subsidiaries): Other national PHOENIX Group pharmaceutical wholesale subsidiaries (e.g., in Hungary, Slovakia, Czech Republic, Baltic states) operating the same All-in-One distribution model with local pharmacy and hospital customers; useful comparables for unit economics and margin profile.
• Farmex d.o.o. Smaller Croatian pharmaceutical wholesaler operating in the same veledrogerija category, serving independent pharmacies and healthcare institutions with similar product categories and B2B distribution model.

Emerging players

• DocMorris / Redcare Pharmacy: European online pharmacy and mail-order pharmaceutical distributor; represents the disruptive channel that could shift volume away from traditional pharmacy distribution models like PHOENIX Farmacija's, particularly for OTC and consumer health products.

Broad incumbents

• Alliance Healthcare (Walgreens Boots Alliance): Global pharmaceutical wholesaler with presence across Europe; offers pre-wholesale and distribution services to pharmacies and manufacturers at pan-European scale. Comparable business model to PHOENIX Farmacija but at vastly larger scale and broader geographic footprint.
• McKesson Europe: European arm of McKesson, one of the world's largest pharmaceutical wholesalers and distributors. Comparable in providing drug distribution, specialty pharmacy, and manufacturer services to pharmacies and hospitals across European markets.
• Cencora (formerly AmerisourceBergen): One of the largest global pharmaceutical solutions companies providing distribution, consulting, and specialty services. Highly comparable business model with international manufacturer partnerships analogous to PHOENIX Group's All-in-One concept.

Regional players

• Salus Group (Ljubljana): Slovenian pharmaceutical wholesaler and pharmacy operator serving the Adriatic region with similar drug and medical product distribution to pharmacies and hospitals. Comparable regional wholesale model to PHOENIX Farmacija's Croatian operations.

Others

• Hemofarm (STADA group): Major Serbian and regional pharmaceutical manufacturer and distributor; while primarily a manufacturer, it also operates distribution in the Western Balkans region and represents the type of supplier/manufacturer counterpart that PHOENIX Farmacija serves through its All-in-One services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

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Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 PHOENIX Farmacija