Vilandra

What Vilandra does

Vilandra UAB is a privately-held, founder-led brand development and distribution partner headquartered in Vilnius, Lithuania, with regional entities in Latvia (Pollux SIA, Riga) and Estonia (Vilandra OÜ, Tallinn). Founded in 1992, the company has operated continuously in the Baltic states for over 30 years and represents more than 100 international brand owners across four categories: food (e.g., Haribo, Natur Compagnie, Rio Mare), cosmetics and personal care (e.g., Neutrogena), feminine hygiene (e.g., o.b.), and pharma/medical devices (e.g., Flexiseq). Its customer base is exclusively B2B — manufacturers and brand owners seeking pan-Baltic go-to-market — and Vilandra positions itself as a full-service partner covering market entry, sales, merchandising, logistics, and marketing campaign execution.

The company's operating model is built around three country organizations sharing a single warehouse (Terminalo str. 8, Vilnius) and a unified sales/merchandising field force. Distribution is organized along separate food and non-food departments and reaches 2,100+ pharmacies, 1,000+ supermarket chains, 1,200+ kiosks, 1,000+ petrol stations, 200+ drug stores, 100+ cosmetic stores, 300+ household/construction stores, HoReCa, and e-shops, plus deep medical channels (60+ birth hospitals, 1,600+ pediatricians, 1,000+ midwives, 2,800+ other doctors). Vilandra is ISO 9001:2015 certified (Bureau Veritas), a CreditReform-evaluated solvent counterparty, and a member of the European Sales and Marketing Association (ESMA).

The business makes money by purchasing or distributing branded products on behalf of principals and earning transactional margins across the route-to-market; pricing is negotiated bilaterally with brand partners and is not publicly disclosed. Customer concentration is moderate: a few large multinational principals (Haribo, Johnson & Johnson) anchor revenue, supported by a long tail of 100+ smaller brands. The company is founder-owned (CEO Andrius Egidijus Samaitis), has no external funding, no M&A history, and no disclosed technology or AI product; it is a services-led distribution business whose value proposition is 30+ years of in-market retail and pharmacy relationships rather than software or IP.

Name

Vilandra

Legal name

Vilandra UAB

Website

https://vilandra.lt

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Vilandra is a privately-held Baltic brand development and distribution partner that represents 100+ international food, cosmetics, hygiene, and pharma brands across Lithuania, Latvia, and Estonia, serving retailers, pharmacies, and medical channels via integrated sales, merchandising, and logistics operations.

Ownership category

akta.pro rank

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Distribution: Vilandra generates revenue through distributing branded products (food, cosmetics, hygiene/pharma, household) across the Baltic states, earning margins on the products sold through their distribution network.

Go-to-market motion1 record

Distribution channels11 records

Marketing channels6 records

Core offering

Vilandra is a full-service brand development and distribution partner operating across Lithuania, Latvia, and Estonia. The company introduces and grows international brands in the Baltic states through four integrated service divisions—Marketing, Sales, Logistics, and Merchandising—delivering end-to-end support including market research, product introduction, pricing, retail and pharmacy distribution, visibility management, advertising campaigns, warehousing, labeling, and last-mile delivery. It represents 100+ brands across food, cosmetics, hygiene, and pharmaceutical categories for manufacturers seeking Baltic market entry or expansion.

Product overview

Vilandra UAB is a Baltic brand development and distribution company offering comprehensive go-to-market services across Lithuania, Latvia, and Estonia. The company operates through four core service divisions — Marketing, Sales, Logistics, and Merchandising — which together provide end-to-end brand development support including market research, product introduction strategy, pricing, distribution, visibility management, advertising campaigns, warehousing, labeling, and last-mile delivery. Vilandra specializes in food, cosmetics, hygiene, and pharmaceutical categories, representing over 100 international brands across the Baltic region. The company does not offer a standalone software product; its offering consists entirely of professional services delivered by its sales team and merchandising network throughout the Baltic states.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Distribution Services
• Sales Services

Quantifiable outcome

• o.b. market share grew from 74.6% to 78.3% (2016-2020)
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• European Sales and Marketing Association (ESMA)minorOthersVilandra is a member of ESMA, the European Sales and Marketing Association. This membership provides industry networking, best practice sharing, and professional credibility in the distribution and marketing industry.
• CreditReform UABminorOthersVilandra has been evaluated by CreditReform UAB for solvency stability, demonstrating financial reliability and creditworthiness to partners and stakeholders.
• Bureau VeritasminorOthersVilandra is certified by Bureau Veritas for ISO 9001:2015, demonstrating commitment to quality management standards in distribution operations.

Scale indicators10 records

Recent moves5 records

Expansion highlights10 records

Broad incumbents

• Bunzl plc: London-listed multinational distribution and outsourcing group focused on CPG, foodservice, hygiene, and safety categories across the Americas and Europe. Comparable as a roll-up acquirer and operator of category-focused distribution businesses, including personal-care and hygiene lines.
• METRO AG: European wholesale and foodservice distribution group operating across 30+ countries. Comparable as a broad-line FMCG, HoReCa, and pharmacy-channel distributor serving both independent operators and large accounts.
• Maxima Group: Largest Lithuanian-owned retail and wholesale group operating supermarket and pharmacy formats across all three Baltic states. Overlaps with Vilandra as a buyer of similar brand portfolios and a controller of the same retail shelf space Vilandra's principals depend on.
• Lekkerland (REWE Group): Europe's leading convenience, foodservice, and retail-partner distribution platform. Comparable as a multi-country, multi-channel FMCG distribution incumbent offering scale, logistics, and category-management services to global brand owners.
• Rimi Baltic (ICA Gruppen): ICA Gruppen-owned supermarket chain operating across all three Baltic countries. Comparable as a regional grocery buyer of the same branded FMCG categories Vilandra distributes, and a channel partner for many of its principals.
• Kesko: Finnish retail and B2B services group with established grocery and pharmacy operations in the Baltics. Comparable as a multi-country Northern European FMCG/CPG distribution and retail platform with similar brand-owner relationships.
• Bidcorp: International foodservice distribution group with European operations across multiple countries. Comparable as a multi-country branded-distribution platform serving HoReCa, retail, and institutional channels.

Emerging players

• Orkla (Consumer & Financial Investments): Nordic-based branded consumer goods group with growing Baltic and Northern European presence in food, personal care, and hygiene. Comparable as a potential principal/supplier counterpart to Vilandra and as a regional brand-builder in adjacent categories.

Direct peers

• Sanitex: Lithuanian-origin multi-category FMCG and consumer-goods distributor serving the Baltic region. Most direct functional comparator to Vilandra in terms of geography, channel mix (mass-market, HoReCa, pharmacy), and breadth of represented brands.

Regional players

• Eurocash Group: Largest Polish wholesale distributor of FMCG to independent retail, with adjacent franchise and e-commerce operations. Comparable as a CEE regional FMCG distribution consolidator serving mass and traditional trade channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/uabvilandra
• LinkedInlinkedin.com/company/vilandra
• Instagraminstagram.com/uabvilandra

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 Vilandra