Südameapteek

Name

Südameapteek

Legal name

Veerenni Apteek OÜ

Website

https://sudameapteek.ee

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Retail Pharmacy

NAICS

Pharmacies and Drug Retailers (456110)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Value Convenience with Pharmacy / Health & Wellness Counter (CRAEAJAE)

akta.pro secondary industry

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

Keywords

• Retail pharmacy services
• Prescription medications
• Health and wellness products
• Pharmacy e-commerce
• Pharmaceutical retail

Headquarters

HQ city

Harju

HQ country

Estonia

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Prescription medications: Sales of prescription-only medications through physical pharmacies and the e-pharmacy platform. Requires customer identification and prescription verification through Estonia's Retseptikeskus system.
2. Over-the-counter medications: Sales of non-prescription medications including pain relief, cold/flu remedies, allergy medications, and other OTC pharmaceutical products.
3. Health supplements and vitamins: Sales of vitamins, minerals, food supplements, omega-3, and other health-supporting products.
4. Pharmacy cosmetics and skincare: Sales of dermo-cosmetics and skincare products including brands like Avene, Bioderma, Eucerin, La Roche-Posay, ISDIN, Bionike, Babe.
5. Pet health products: Sales of veterinary health products for dogs, cats, horses, and other pets including parasite treatments, supplements, and pet care items.
6. Medical devices and aids: Sales of orthotics, blood pressure monitors, blood glucose meters, thermometers, first aid supplies, and other medical devices.
7. Health services: Paid health services including vaccination (tick-borne encephalitis, HPV, flu), health indicator measurements (cholesterol, hemoglobin, blood sugar, body composition, blood pressure), and orthotic consultation.
8. Loyalty program management: The loyalty program generates revenue through customer retention and increased purchase frequency, with customers collecting bonus money (5% on non-medicine purchases) or lottery tickets for sweepstakes entries.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Südameapteek is an Estonian pharmacy franchise that sells prescription and over-the-counter medications, health supplements, dermo-cosmetics, medical devices, and pet health products through a network of 90+ physical pharmacies and an e-commerce platform (e-Apteek). It also delivers in-pharmacy health services (vaccinations, health indicator measurements, orthotic consultation) and operates a customer loyalty program (Südameapteegi kliendikaart) with bonus accumulation, senior discounts, and lottery prizes. Distribution spans nationwide home delivery, parcel lockers, courier, express 1-hour delivery in Tallinn, and partner pharmacy pickup points.

Product overview

Südameapteek is an Estonian pharmacy franchise operating both physical pharmacies and an online pharmacy (e-Apteek). The product portfolio is organized as a single unified e-commerce and pharmacy platform offering medications (both OTC and prescription), health products, and pharmacy services across approximately 80+ physical pharmacy locations throughout Estonia. The offering is organized into 19 main product categories: Skin & Hair Care (with sub-brands Avene, Babe, Bioderma, Bionike, Eucerin, Isdin, La Roche-Posay), Food Supplements (Pro Expert, Provisor, Pharma Nord, Ortis, Ivybears, Doppelherz, Ecosh, Yomi, Rõõm, Nordaid, Biofarmacija, New Nordic), Pet Health, Pain & Cold, Heart & Circulation, Digestion & Weight, Home Rapid Tests, Orthoses, Delicate Health, First Aid & Care, Allergy & Eyes & Ears, Mother & Child, Joints & Muscles, Oral Care, Sleep & Calm & Memory, Subsidized Aids, Homeopathy, For Men, and Gift Packages. The platform is complemented by a Health Cabinet (Tervisekabinet) providing in-pharmacy services such as digital clinics, vaccination, and health screenings, and a loyalty program (Südameapteegi kliendikaart) offering bonus money or lottery-based rewards.

Differentiator

Problem solved

Functional benefit

Products and services

• e-Apteek (E-Pharmacy / Online Store)
• Tervisekabinet (Health Cabinet Services) In-pharmacy professional health services for individual consumers, comprising paid vaccinations (tick-borne encephalitis, HPV for adults, flu), free vaccinations (HPV for 18-year-olds, diphtheria/tetanus), health indicator measurements (cholesterol, hemoglobin, blood sugar, body composition, blood pressure), digital clinic consultations (prescription renewal, doctor consultation), orthotic and allergy consultations, and appointment reminder services.
• Südameapteegi kliendikaart (Customer Card / Loyalty Program) Free customer loyalty program that lets Estonian consumers accumulate 5% bonus money on non-medicine purchases, receive lottery ticket entries for monthly (3x €50 gift cards) and annual (€5,000 travel voucher) prize draws, access ~700 monthly promotional offers, claim a 10% birthday discount (birthday plus 7 days), or (for customers aged 60+) an automatic 5% discount on all purchases, creating retention and switching cost for individual consumers.
• Prescription and OTC medications Pharmacy medications sold to individual consumers, including prescription-only medicines fulfilled via integration with Estonia's national e-prescription center (Retseptikeskus) and a broad range of OTC products for pain, cold and flu, allergy, digestion, heart and circulation, and other common conditions, available across 90+ physical pharmacy locations and the e-Apteek online store.
• Health supplements and vitamins (Toidulisandid) Over-the-counter food supplements sold to individual consumers through physical pharmacies and the e-Apteek, including vitamins (D, C, A+E, B), minerals (magnesium, zinc, selenium, calcium, iron, multivitamins), immune system boosters, omega-3 and Q10, medicinal teas, glucose and hematogen products, tonic preparations, and demographic-specific formulations for children, pregnant women, men, women, age 50+, diabetics, and skin, hair, and nail health.
• Pharmacy cosmetics and skincare (Naha- ja juuksehooldus) Dermo-cosmetic and skincare products sold to individual consumers in physical pharmacies and via the e-Apteek, covering facial care, sun protection, body care, hair care, and treatment products for conditions such as acne, atopic dermatitis, psoriasis, rosacea, scars, scabies, and skin protection, with pharmacy-exclusive brands including Avene, Bioderma, Eucerin, La Roche-Posay, ISDIN, Bionike, and Babe.
• Pet health products (Lemmiklooma tervis) Veterinary health products sold to individual pet owners in Estonia through physical pharmacies and the e-Apteek, including parasite treatments, wound care, ear and eye cleaning products, digestive and calming products, vitamins, joint supplements, coat care, and oral hygiene items for dogs, cats, horses, and other animals.
• Medical devices, orthoses, and home rapid tests Medical devices, orthopedic supports, and home testing products sold to individual consumers through physical pharmacies and the e-Apteek, including foot, neck, knee, wrist, lumbar, shoulder, and abdominal orthoses, compression products, blood pressure monitors, blood glucose meters, thermometers, first aid supplies, and home rapid tests for health indicators, virus antigens (including COVID-19), pregnancy, ovulation, and substance detection.

Quantifiable outcome

• 1-hour express delivery in Tallinn, 2.5-hour delivery in surrounding areas
• +4 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

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Montonio.comminorOthersPayment processing partner for e-commerce transactions. Handles payment gateway services including bank links and credit card processing.
• Maksekeskus.eeminorOthersPayment processing partner for e-commerce transactions, providing payment gateway and transaction processing services.
• DPD EstoniacoreChannel Partner/ Reseller/ DistributorParcel delivery partner providing delivery services to DPD parcel lockers across Estonia. Free delivery for orders over €20.
• SmartPost (Itella)coreChannel Partner/ Reseller/ DistributorParcel delivery partner providing delivery to SmartPost parcel lockers (blue and white). Free delivery for orders over €20. Return deliveries also accepted at SmartPost lockers.
• OmnivacoreChannel Partner/ Reseller/ DistributorParcel delivery partner providing delivery to Omniva parcel lockers and post offices across Estonia. Free delivery for orders over €20.
• Estonian Health Insurance Fund (Eesti Haigekassa)coreOthersIntegration with national health system for prescription validation and health insurance coverage for eligible medications and services.
• Estonian Medicines Agency (Ravimiamet)coreOthersRegulatory authority granting operating licenses for pharmacy and e-pharmacy operations. E-pharmacy operates under Ravimiamet license for remote medicine sales.
• Retseptikeskus (Prescription Center)coreTechnology or IntegrationIntegration with Estonia's national electronic prescription system for validating and fulfilling prescriptions through e-pharmacy platform.
• Partner pharmacies (Partnerapteek)coreChannel Partner/ Reseller/ DistributorNetwork of partner pharmacies where customers can collect their online orders. Customers notified by SMS when orders arrive and collect with order number and ID.
• Kantar EmorminorOthersMarket research partner conducting consumer surveys that identify Südameapteek as 'Estonia's most recommended pharmacy'.
• Pharma Akadeemia (training center)coreStrategic or Co-development PartnerTraining and professional development center for pharmacists supporting Südameapteek's commitment to high consultation quality and professional expertise.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• Tartu Ülikooli Apteek: Historic university-affiliated pharmacy in Estonia with physical presence and a heritage brand. Smaller in scale than Südameapteek but competes for the same Estonian consumers with a differentiated heritage positioning.
• Mylan Apteek (Estonia): Estonian e-pharmacy and limited physical presence focused on online ordering and delivery. Comparable to Südameapteek's e-Apteek vertical and a threat to share in non-prescription categories.

Broad incumbents

• CVS Health: Largest U.S. retail pharmacy chain with deep physical footprint, in-pharmacy health services (vaccinations, MinuteClinic), and digital channels. Useful strategic benchmark for the in-pharmacy services and omnichannel retail model, though vastly larger and a different regulatory regime.
• Walgreens Boots Alliance: Global retail pharmacy platform (Walgreens US + Boots international) with physical stores, e-commerce, loyalty programs, and pharmacist-led services. Comparable as a model for the franchise-driven, multi-channel pharmacy retail concept, though operating in very different geographies.
• Shop Apotheke Europe: Large pan-European online pharmacy operating across multiple EU markets. Comparable as a digital pharmacy platform with prescription management, OTC, and dermo-cosmetics; less of a direct physical competitor but a cross-border threat.
• DocMorris: Major European online pharmacy (Zurich-based) shipping prescription and OTC medicines across multiple EU countries. Comparable online pharmacy operating model and a potential cross-border competitor for the Estonian e-pharmacy market.

Direct peers

• Euroapteek: Estonian retail pharmacy chain offering prescription, OTC, supplements, and cosmetics across physical and online channels. Directly competes with Südameapteek on the same Estonian consumer base and product mix.
• Apteek1: Estonian pharmacy chain with multiple physical locations and an e-pharmacy platform. Comparable on product range, loyalty mechanics, and national e-prescription integration.
• Apotheka: One of the largest retail pharmacy chains in Estonia, operating physical stores and an e-pharmacy selling Rx, OTC, supplements, and cosmetics. Directly comparable to Südameapteek on geography, product breadth, and franchise-style footprint.
• Benu Apteek: Pharmacy chain operating across the Baltics (including Estonia), with a wide physical footprint and loyalty programs. Same product categories, same target customer, and same regulatory environment as Südameapteek, with additional international scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sudameapteek
• LinkedInlinkedin.com/company/sudameapteek

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries16 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 Südameapteek