ALTERNATUR

Natural Health Products Distributionalternatur.es

ALTERNATUR is a Spain-based B2B wholesale distributor founded in 1991 that supplies dietary supplements and natural products to professional retailers, including herbal shops, pharmacies, organic stores, and vegan establishments, operating exclusively online through a gated catalog.

Company typePrivate
Founded1991
HeadquartersAlbalat dels Sorells, Spain
Headcount11–50
GTM typeB2B
OfferingDigital Commerce or Content

What ALTERNATUR does

ALTERNATUR, S.L. is a Spanish private limited company headquartered in Albalat dels Sorells, Valencia, that operates as a B2B multi-brand wholesale distributor of natural dietary supplements and eco-friendly health products. Founded in 1991, the company distributes a curated portfolio of more than 30 international pioneering brands — including Viridian, HOLOS Nutrition, BetterYou, Together Health, and HOLOSLIFE — across 14 product categories spanning essential fatty acids, amino acids, antioxidants, digestive aids and probiotics, beauty, herbal and superfood, mushrooms, transdermal magnesium, minerals, multivitamins, special nutrients, and vitamins. Sales are restricted to verified professional customers via a gated online platform at alternatur.es; consumers cannot view pricing or place orders without business registration.

The company's go-to-market is a single-channel, domestic-only, professional-only e-commerce operation. Customers are SMB retailers in Spain — herbal shops (herboristerías), pharmacies, organic/bio stores, and vegan establishments — who source premium internationally produced supplements through Alternatur rather than directly from overseas manufacturers. The company recruits new retailers through an online business registration process, supports demand generation through a branded blog ("Vida Saludable"), organic SEO across its product catalog, an email newsletter, and organic social media. With 14 employees, no disclosed funding, no parent company, and no PE backing, ALTERNATUR is an independently owned SME operating in a stable niche. Technology is limited to a standard e-commerce platform; no proprietary technology, AI features, mobile app, or API is disclosed.

ALTERNATUR firmographics

Firmographics

Name: ALTERNATUR
Legal name: ALTERNATUR, S.L.
Website: https://alternatur.es
Company type: Private
Founded year: 1991
Operating status: Operating
Headcount range: 11–50 employees
Short description: ALTERNATUR is a Spain-based B2B wholesale distributor founded in 1991 that supplies dietary supplements and natural products to professional retailers, including herbal shops, pharmacies, organic stores, and vegan establishments, operating exclusively online through a gated catalog.
Ownership category
akta.pro rank

ALTERNATUR industry classification

Industry

Product category: Natural Health Products Distribution
NAICS: Food (Health) Supplement Retailers (456191)
SIC: Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)
akta.pro primary industry: Natural, Organic & Clean Beauty Distribution (CRAOAEAM)
akta.pro secondary industries: Herbal & Botanical Supplements (CRADAGAD), Vitamins & Minerals (Single Nutrients) (CRADAGAB)

Keywords

Dietary supplements distribution
Natural health products
B2B wholesale supplements
Organic supplements wholesale
Multi-brand distribution

Where ALTERNATUR is headquartered

Location

Headquarters

HQ city: Albalat dels Sorells
HQ country: Spain
HQ region: Europe

Offices1 record

Markets served

ALTERNATUR business model

Business model

GTM type: B2B
Offering type: Digital Commerce or Content
Cost components: Supply Chain, Operations, Personnel, Marketing or Sales, Technology, Others

Revenue model

Wholesale distribution of dietary supplements: Alternatur operates as a multi-brand distributor of natural and dietary supplements, selling exclusively to professional customers (herboristerías, farmacias, tiendas ecológicas, establecimientos veganos). Revenue is generated through wholesale product sales with prices accessible only after professional registration and login.

Pricing tiers

Model	Billing	Price
Other	Pay-as-you-go	Professional/B2B wholesale pricing — accessible only after business registration and login.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

ALTERNATUR product offering

Product offering

Core offering

ALTERNATUR is a Spanish B2B multi-brand distributor that sells natural dietary supplements and eco-friendly health products exclusively to professional retailers in Spain, including herboristerías, farmacias, tiendas ecológicas and establecimientos veganos. The company curates a portfolio of over 30 international premium brands (notably Viridian, HOLOS Nutrition, BetterYou, and Together Health) across 14 supplement categories such as essential fatty acids, amino acids, antioxidants, probiotics, plant extracts, transdermal magnesium, minerals, multivitamins and vitamins. Pricing and ordering are gated behind professional business registration on the alternatur.es e-commerce platform.

Product overview

ALTERNATUR is a B2B multi-brand distributor of high-quality natural dietary supplements and eco-friendly health products, operating exclusively for professionals (herbalists, pharmacies, organic shops, vegan establishments). The company distributes a curated portfolio of over 30 internationally pioneering brands, including Viridian, HOLOS Nutrition, BetterYou, Together Health, and HOLOSLIFE. Products span 14 supplement categories covering essential fatty acids, amino acids, antioxidants, digestive aids and probiotics, beauty, standardized plant extracts, herbal and superfood, mushrooms, transdermal magnesium, minerals, multivitamins, special nutrients, and vitamins (B, C, D, E, K). Founded in 1991, Alternatur prioritizes sustainable, ethical, and planet-friendly brands.

Differentiator

Problem solved

Functional benefit

Products and services

Viridian Supplements Viridian is a UK-based brand of nutritional supplements featuring 100% active ingredients with no binders or chemical additives. Most products are suitable for vegans and those with food intolerances, free from GMO and irradiated organisms. Sold exclusively to professionals in Spain via Alternatur's wholesale platform.
HOLOS Nutrition Supplements HOLOS Nutrition offers advanced-formulated dietary supplements based on the principle of nutritional hormesis, using science-based processes to potentiate active compounds from natural, pure ingredients for modern wellness needs. Distributed exclusively to professionals in Spain.
BetterYou Oral Spray and Transdermal Magnesium Products BetterYou is a pioneering brand in oral spray supplements and transdermal magnesium products, offering an effective alternative to conventional dietary supplements. Distributed exclusively to professionals in Spain via Alternatur.
Together Health Supplements Together Health offers dietary supplements formulated for vegans using 100% natural ingredients including fruits, algae, and fungi, without additives, packaged in plastic-free compostable packaging. Distributed exclusively to professionals in Spain.
HOLOSLIFE Supplements HOLOSLIFE is an additional brand in Alternatur's multi-brand natural products catalog, distributed exclusively to professional customers in Spain.
Dietary Supplements Catalog (14 Categories) The core Alternatur catalog of dietary supplements spanning 14 categories: Essential Fatty Acids, Sea Water, Amino Acids, Antioxidants, Digestive Aids and Probiotics, Beauty, Standardized Plant Extracts, Herbal – Superfood, Mushrooms, Transdermal Magnesium, Minerals, Multivitamins, Special Nutrients, and Vitamins (B, C, D, E, K). Available exclusively to registered professional buyers.

Companies that use ALTERNATUR

Customer profile

Named customers4 records

Segments1 record

Ideal customer profiles1 record

ALTERNATUR technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

ALTERNATUR partnerships and signals

Strategic signal

Partnerships

Four partnerships are on record, tiered core.

ViridiancoreChannel Partner/ Reseller/ DistributorViridian is a UK-based brand of high-quality dietary supplements (100% active ingredients, no binders or chemical additives, mostly vegan, non-GMO). Alternatur distributes Viridian products exclusively to professionals in Spain. Viridian products represent a significant portion of Alternatur's product catalog across categories including essential fatty acids, amino acids, antioxidants, vitamins, minerals, and beauty supplements.
HOLOS NutritioncoreChannel Partner/ Reseller/ DistributorHOLOS Nutrition offers advanced dietary supplement formulations based on nutritional hormesis, using natural and pure ingredients with science-backed active compound potentiation. Alternatur distributes HOLOS Nutrition products exclusively to professionals in Spain.
BetterYoucoreChannel Partner/ Reseller/ DistributorBetterYou is known for pioneering oral spray supplements and transdermal magnesium products as effective alternatives to conventional dietary supplements. Alternatur distributes BetterYou products exclusively to professionals in Spain.
Together Health (Together)coreChannel Partner/ Reseller/ DistributorTogether Health (also referred to as Together) offers dietary supplements formulated with 100% natural ingredients including fruits, algae, and fungi, without additives. Packaging is plastic-free and compostable. Alternatur distributes Together Health products exclusively to professionals in Spain.

Scale indicators2 records

Recent moves5 records

ALTERNATUR competitors and assessment

Company assessment

Emerging players

Higher Nature: UK-based premium natural supplement brand and supplier to independent health stores. Comparable in ethical, sustainable supplement positioning and professional retail channel focus, though smaller and brand-side rather than multi-brand.
Biocare: UK supplement manufacturer specializing in professional-grade vitamins, minerals and probiotics distributed to practitioners and health retailers. Comparable in professional-only channel strategy and premium nutritional product mix.

Direct peers

Naturitas: Spanish multi-channel retailer and distributor of natural, organic and dietary supplements, selling both B2B and B2C. Directly comparable to Alternatur in product categories, Spanish market focus, and premium natural brand positioning.
Pharma Nord: European manufacturer and distributor of dietary supplements and herbal/botanical products sold through pharmacies and health stores. Comparable in cross-border distribution of premium natural supplements into multiple European retail channels.
Probionat: Spanish distributor of natural dietary supplements and probiotic/eco products operating in the same professional retail channel. Comparable in geography, customer mix (herboristerías, pharmacies), and product category focus.
Be Levels: Spanish B2B distributor of premium dietary supplements and natural health brands, operating a similar professional-channel model in Spain. Comparable in customer base, brand portfolio strategy, and market geography.
Nature's Best: UK-based B2B distributor of natural health and dietary supplements supplying independent health stores and pharmacies. Comparable in B2B wholesale model, curated premium brand portfolio, and professional-only channel.

Broad incumbents

NOW Foods: Large US-based natural products manufacturer and distributor supplying health food stores and pharmacies worldwide. Comparable in breadth of vitamins, minerals, and herbal supplement categories and professional retail channel.
Holland & Barrett: UK-headquartered specialty retailer of vitamins, supplements and natural health products with European store presence. Comparable in category leadership and premium natural supplement positioning, though operates as a retail chain rather than a B2B distributor.
Solgar: Established global premium supplement manufacturer and brand owner distributed through professional health channels in Europe. Comparable in premium, professional-channel positioning and broad natural supplement portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

ALTERNATUR financial estimates

Financial estimate

Revenue estimate

Valuation estimate

ALTERNATUR leadership team

Management profile

Number of profiles

ALTERNATUR funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

ALTERNATUR M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ALTERNATUR

What does ALTERNATUR do?

Is ALTERNATUR a public or private company?

ALTERNATUR is a private company. It is classified as unknown and is currently operating.

When was ALTERNATUR founded?

ALTERNATUR was founded in 1991. It employs 11 to 50 people.

Where is ALTERNATUR based?

ALTERNATUR is headquartered in Albalat dels Sorells, Spain, in the Europe region.

How does ALTERNATUR make money?

One revenue line is on record: wholesale distribution of dietary supplements.

Who are ALTERNATUR's main competitors?

Emerging players on record are Higher Nature and Biocare. Direct peers are Naturitas, Pharma Nord, Probionat, Be Levels and Nature's Best. Broad incumbents are NOW Foods, Holland & Barrett and Solgar.

Does ALTERNATUR have an API?

No public API is recorded for ALTERNATUR.

What industry is ALTERNATUR in?

ALTERNATUR's product category is Natural Health Products Distribution. Its primary akta.pro industry code is CRAOAEAM, Natural, Organic & Clean Beauty Distribution, with a secondary code of CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 456191 and its SIC code is 5122.