Gezond en Wel

What Gezond en Wel does

Gezond en Wel is a Dutch health and wellness retailer operating under the brands "Gezondheidswinkel" and "Gezond & Wel," selling vitamins, minerals, supplements, natural cosmetics, healthy foods and beverages, aromatherapy products, natural household goods, and textiles. The company serves health-conscious Dutch consumers directly through both physical retail stores located across the Netherlands and an e-commerce storefront at gezondheidswinkel.nl, offering home delivery nationwide. Its customer base is a horizontal segment of individual consumers seeking natural wellness products for personal use, with no enterprise or B2B channel mentioned.

The product portfolio is organized into four categories: Vitamines & Mineralen (multivitamins, single vitamins, minerals, omega fatty acids, herbal supplements, amino acids), Voeding & Dranken (nuts, seeds, dried fruits, tea, juices, cooking ingredients, spreads, snacks, flours, grains, superfoods, and sports nutrition), Verzorging & Cosmetica (facial care, makeup, body care, hair care, oral hygiene, hand/foot care), and Lifestyle & Huishouden (aromatherapy, natural cleaning supplies, textiles, first aid). The assortment combines recognized third-party brands (WELEDA, ALVIANA, ZARQA, Dr. Hauschka, Annemarie Borlind, Jacob Hooy, It's Pure, Harmonie, Celenes, Sea Line, Earth Line, Therme, Dermolin) with an in-house G&W private label covering basic oils, Dead Sea skincare, charcoal face care, hand cream, and foot care tools. The e-commerce platform supports iDEAL, Bancontact, Riverty (BNPL), and credit card payments, with free shipping on orders over €25.

The business model is direct-to-consumer retail: revenue is generated through one-time product sales (no subscription or licensing model in evidence), priced individually under a standard unit-pricing scheme. The company is privately held by founder Roy Sloun, who serves as CEO, Owner, and Founder; it is registered as Gezond en Wel BV (Besloten Vennootschap) headquartered at Curieweg 1, 8013 RA Zwolle, Netherlands. The company carries Thuiswinkel Waarborg e-commerce certification and operates with a small headcount of 1–10 employees. No revenue, funding, M&A, app, or partner-facing API is disclosed.

Name

Gezond en Wel

Legal name

Gezond en Wel BV

Website

https://gezondheidswinkel.nl

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Gezond en Wel is a Dutch health and wellness retailer operating physical stores and the e-commerce site gezondheidswinkel.nl, selling vitamins, supplements, natural cosmetics, healthy foods, and household products to health-conscious consumers across the Netherlands.

Ownership category

akta.pro rank

Product category

Health and Wellness Retail

NAICS

Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Other Health and Personal Care Retailers (45619)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Variety Stores with Pharmacy / Health & Beauty Focus (CRAGAJAL), CBD/Hemp Topicals & Beauty Retail (CRANAHAB)

Keywords

• Natural health products
• Vitamin supplements
• Natural cosmetics
• Health food retail
• Wellness retail

Headquarters

HQ city

Zwolle

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: Revenue generated from direct retail sales of health products, vitamins, supplements, natural cosmetics, and healthy foods through physical store locations across the Netherlands.
2. E-commerce Sales: Online retail sales through gezondheidswinkel.nl website, offering the same product range as physical stores with home delivery across the Netherlands.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Gezond en Wel sells natural health and wellness products — including vitamins, minerals, supplements, natural cosmetics, healthy foods and beverages, aromatherapy products, and natural household goods — through a network of physical retail stores across the Netherlands and an e-commerce website (gezondheidswinkel.nl) offering home delivery nationwide. The assortment spans both third-party brands (e.g., WELEDA, Dr. Hauschka, ALVIANA, Jacob Hooy, Annemarie Borlind) and its own private-label G&W line covering oils, skincare, foot care, and cleansing products.

Product overview

Gezond en Wel operates a multi-channel health and wellness retail business (Gezondheidswinkel) offering a diverse portfolio of natural health products, supplements, and cosmetics through physical stores and e-commerce. The offering is structured around four main product categories: (1) Vitamines & Mineralen (supplements including vitamins, minerals, omega fatty acids, herbs, and amino acids), (2) Voeding & Dranken (natural foods and beverages including nuts, teas, superfoods, and organic cooking ingredients), (3) Verzorging & Cosmetica (personal care and cosmetics featuring multiple sub-brands like WELEDA, ALVIANA, ZARQA, Dr. Hauschka, It's Pure, Harmonie, Celenes, Earth Line, Sea Line, Jacob Hooy, Annemarie Borlind, Dermolin, and Therme, plus private label G&W products), and (4) Lifestyle & Huishouden (aromatherapy, natural household products, and textiles). The company operates both physical retail locations and an e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Vitamines & Mineralen Comprehensive supplement category offered to Dutch consumers, including multivitamins, vitamins C, D, B, K, A, and E, minerals (magnesium, calcium, iron, zinc, chromium, potassium), omega fatty acids (3, 6, 7, 9), amino acids (Q10, L-Glutamine, L-Lysine, Luteïne, Astaxanthine, NAC, 5-HTP), herbal supplements (Echinacea, Cranberry, Kurkuma, Kaneel, Gember, Gingko Biloba, Ginseng), and themed supplements for energy, sleep, immunity, bones, brain, digestion, and heart.
• Voeding & Dranken Food and beverages category offering natural and healthy products to Dutch consumers, including nuts, seeds, dried fruits, tea and herbal drinks, juices, plant-based drinks, cooking ingredients (oils, herbs, spices, sweeteners, vinegar), baking mixes, spreads (honey, syrup, jam, nut and chocolate pastes), snacks (chocolate, candy, cookies, savory snacks, chewing gum, gluten-free), flours and grains, superfoods (powders, raw, Manuka honey), and sports nutrition (protein, meal shakes, bars, gummies, sports drinks).
• Verzorging & Cosmetica Personal care and cosmetics category offered to Dutch consumers, including facial care (day/night creams, cleansers, sun protection, eye creams, masks, lip care), makeup (eye makeup, lips, foundation and powders, accessories), body care (sun protection, soap, shower and bath, deodorant, skin oil, creams, lotions, magnesium), hair care (shampoo, conditioner, hair dye, hair masks, styling, hair growth), oral hygiene (toothpaste, toothbrushes, dental care), and hand and foot care (nail polish, hand soap, hand cream, foot cream, foot care accessories), featuring multiple sub-brands such as WELEDA, ALVIANA, ZARQA, Dr. Hauschka, It's Pure, Harmonie, Celenes, Earth Line, Sea Line, Jacob Hooy, Annemarie Borlind, Dermolin, and Therme.
• Lifestyle & Huishouden Lifestyle and household category offering aromatherapy products, natural cleaning supplies, textiles, and first aid and self-test products to Dutch consumers.
• G&W Private Label Product Line Gezond en Wel's own private-label G&W brand covering basic carrier and essential oils (Castor Oil, Avocado Oil, Argan Oil, Sweet Almond Oil, Jojoba Oil), Dead Sea mineral skincare (day and night creams), Charcoal Face Wash, Rose Hand Cream, and professional Footmed foot care tools (nail clippers, scissors, tweezers, files, pumice stone, emery boards), sold to Dutch consumers through stores and gezondheidswinkel.nl.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• RivertycoreTechnology or IntegrationRiverty (formerly AfterPay) handles the complete post-payment process for the webshop, including digital payment overview and data verification for buy-now-pay-later services.
• Thuiswinkel WaarborgcoreOthersThe webshop is affiliated with Thuiswinkel Waarborg, a Dutch certification for trusted online shopping providing consumer confidence and protection.

Scale indicators1 record

Recent moves5 records

Expansion highlights2 records

Emerging players

• Bio-Knowledge: Smaller Dutch online natural health and supplement retailer. Comparable niche D2C positioning with overlapping supplement and botanical assortment.

Broad incumbents

• DA Drogist: Dutch drugstore franchise chain offering health, beauty, and household products. Competes on convenience and price for the same Dutch consumer base.
• Bol.com: Largest Dutch e-commerce marketplace; lists many of the same supplements and natural cosmetics brands. Indirect direct-to-consumer competitor for online basket share.
• Kruidvat: Largest Dutch drugstore chain (A.S. Watson) selling vitamins, supplements, cosmetics, and personal care. Overlaps in many of the same categories but at much broader scale and lower price points.
• Etos: Major Dutch drugstore chain (A.S. Watson) offering supplements, natural cosmetics, and personal care. Broader assortment than the anchor but competes for the same health-conscious shopper.

Others

• Weleda (brand DTC): Major natural cosmetics and anthroposophic medicine brand sold at Gezond en Wel. Relevant as a key supplier that increasingly sells DTC, potentially disintermediating specialist retailers.

Direct peers

• Natuurwinkel: Dutch natural-products retail chain offering organic food, supplements, and natural care. Comparable in-store/natural-product focus and Dutch geographic footprint.
• De Tuinen: Dutch health-and-natural-food retailer with overlapping assortment of supplements, organic foods, and natural cosmetics. Closest domestic specialty competitor in the same niche.
• Vitaminstore: Dutch online-first vitamins and supplements retailer. Directly comparable in assortment (vitamins, minerals, omega, supplements) and Dutch-market D2C positioning.
• Holland & Barrett: UK-origin international health-food and supplement retailer with stores in the Netherlands. Most directly comparable competitor: same vitamins, supplements, natural cosmetics categories served through physical retail and e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gwgezondheidswinkel

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 Gezond en Wel