Lyfjaval Bílaapótek Hæðasmára

What Lyfjaval Bílaapótek Hæðasmára does

Lyfjaval ehf., operating under the Lyfjaval and Bílaapótek Hæðasmára brands, is a privately held Icelandic pharmacy chain headquartered in Reykjavík (Fellsmúli 28) with a registered retail anchor in Kópavogur. The company operates 9 pharmacy locations spanning the Capital Region (Kópavogur, multiple Reykjavík districts) and South Iceland (Selfoss, Reykjanesbær), including a flagship 24/7 drive-through pharmacy (Bílaapótek) at Hæðasmára 4 in Kópavogur and extended-hours locations such as Vesturlandsvegur and Reykjanesbær. Service channels span physical retail, drive-through, an online pharmacy (Vefapótek), and home delivery.

The core technology platform is the Vefapótek web pharmacy, which integrates with Rafræn skilríki (Icelandic electronic ID) for secure login, with Sjúkratryggingar Íslands (Icelandic Health Insurance) for real-time prescription coverage calculation, and with internal inventory systems to prevent out-of-stock purchases. Delivery is fulfilled via Aha.is in the capital area (with selectable time slots and same-day fulfillment for orders placed before noon) and via Pósturinn (Icelandic Post) nationwide under standard rate-card pricing. The web platform is operated on infrastructure powered by Medio, and the internet pharmacy license is held under Sanco Internet's approval from Lyfjastofnun (Icelandic Medicines Agency). The product portfolio covers prescription medications, OTC drugs, vitamins and supplements, skincare, cosmetics, medical aids, smoking-cessation products, allergy treatments, and lifestyle goods.

The business model is retail pharmacy with regulated prescription pricing (government-set, identical across all Icelandic pharmacies) and competitive OTC markups. Delivery is monetized at 1,390–1,490 ISK standard and 2,900 ISK express, waived for orders above 9,900 ISK or with two or more prescriptions. The customer base is the general Icelandic consumer, served through physical stores, drive-through, and the online channel. Lyfjaval also holds Jafnlaunavottun equal-pay certification (2022–2025) and operates under Icelandic pharmaceutical regulatory oversight.

Name

Lyfjaval Bílaapótek Hæðasmára

Legal name

Lyfjaval ehf.

Website

https://lyfjaval.is

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Lyfjaval ehf. is a privately held Icelandic pharmacy chain operating 9 retail locations across the Capital Region and South Iceland, anchored by a 24/7 drive-through pharmacy at Hæðasmára, plus an online pharmacy (Vefapótek) and home delivery serving Icelandic consumers.

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

Retail & Community Pharmacies (Chain/Independent) (HLAFALAA)

Keywords

• Retail pharmacy services
• Prescription medications
• Over-the-counter medicines
• Drive-through pharmacy
• Online pharmacy portal

Headquarters

HQ city

Reykjavik

HQ country

Iceland

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Pricing tiers

Distribution channels4 records

Marketing channels3 records

Core offering

Lyfjaval ehf. operates a multi-channel pharmacy retail business in Iceland, dispensing prescription and over-the-counter medications alongside health, wellness, skincare, and personal care products through 9 physical pharmacies, a 24/7 drive-through pharmacy at Hæðasmára, an integrated web pharmacy (Vefapótek) connected to national health insurance, and home delivery partnerships with Aha.is and Pósturinn. Professional pharmaceutical consultation, prescription management, and electronic ordering are bundled into the core retail offering.

Product overview

Lyfjaval Bílaapótek Hæðasmára is an Icelandic pharmacy chain operating under Lyfjaval ehf., offering both physical pharmacy locations and a unified web pharmacy platform (Vefapótek). The core offering is the Vefapótek, an integrated e-commerce portal that enables prescription management, over-the-counter product ordering, and home delivery. Physical services include drive-through pharmacy (Bílaapótek) at Hæðasmára (24/7) and other locations, alongside traditional in-store pharmacy services. The product portfolio spans prescription medications, OTC medicines, vitamins and supplements, skincare/cosmetics, medical aids, sexual and oral health products, smoking cessation products, allergy treatments, and lifestyle goods. Delivery is available via the pharmacy's own service (capital area), Aha.is (capital area), and Icelandic Post (nationwide).

Differentiator

Problem solved

Functional benefit

Products and services

• Vefapótek Lyfjavals (Web Pharmacy) A web-based pharmacy portal providing online prescription management, prescription and OTC product ordering, home delivery options, and real-time insurance reimbursement calculations via integration with Sjúkratryggingar Íslands (Icelandic Health Insurance) and electronic ID login.
• Heimsending (Home Delivery Service) Home delivery service for medications and pharmacy products within the capital area (via Aha.is) and nationwide (via Pósturinn/Icelandic Post), with same-day delivery available for orders placed before noon. Free delivery threshold applies.
• Bílaapótek (Drive-Through Pharmacy) Drive-through pharmacy service available at multiple locations, including the 24/7 flagship at Hæðasmára and other drive-through lanes, allowing customers to collect prescriptions without leaving their vehicle.
• Lausasölulyf (Over-the-Counter Medicines) Non-prescription medications available for purchase across the pharmacy network and online, including products for allergies, cold and flu, pain relief, smoking cessation, sleep, and other common ailments.
• Vitamin og bætiefni (Vitamins and Supplements) Vitamins and dietary supplements supporting energy, wellness, and nutritional needs for the whole family.
• Húðvara (Skincare and Sun Protection) Skincare products for skin health and beauty, plus sunscreen products for sun protection for the whole family.
• Foreldrar og börn (Parents and Children products) Products designed for parents and children, including baby care and parental health items.
• Stoðvörur (Medical Aids) Medical aids and support products for various health needs, including self-tests, monitors, and mobility/support items.
• Smoking Cessation Products and Counseling Products to assist with quitting smoking, including nicotine replacement therapies, along with professional counseling advice.
• Sólarvarnir (Sunscreen/Sun Protection) Sun protection products including sunscreens for the whole family.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Aha.iscoreChannel Partner/ Reseller/ DistributorAha.is provides home delivery services for Lyfjaval across the capital area, operating Monday through Saturday from 8:00 to 20:00 and 12:00 to 20:00 on weekends. Delivery time slots are selected during checkout, with delivery windows available 6 weekdays and 4 weekend slots.
• Pósturinn (Icelandic Post)coreChannel Partner/ Reseller/ DistributorIcelandic Post provides delivery services to customers outside the capital area. Note that Icelandic Post cannot deliver large packages to all rural addresses. Pricing follows Iceland Post's standard rate card.

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Boots: UK-based broad-line pharmacy and health-and-beauty retailer with chain stores and a mature online pharmacy. Comparable in chain-plus-online pharmacy model and reliance on OTC and personal-care categories to complement regulated prescription revenue.
• DocMorris (Redcare Pharmacy): Large European online pharmacy operating across multiple markets with integrated prescription management and home delivery. Comparable to Lyfjaval's Vefapótek online pharmacy model but operating at substantially greater scale.
• Shop Apotheke (Redcare Pharmacy): Pan-European online pharmacy and OTC retailer with prescription fulfillment and home delivery across multiple countries. Comparable in business model (pure-play/online-forward pharmacy with delivery) but operating as a broad incumbent across larger European markets.

Direct peers

• Apótek (Iceland): Established Icelandic pharmacy chain with multiple physical locations and e-pharmacy services. Directly comparable as a multi-location community pharmacy serving the same Capital Region customer base under the same regulated pricing environment.
• Lyfja (Lyfju Apótek): One of the largest pharmacy chains in Iceland, operating physical locations across the country with online pharmacy services. Directly comparable as a chain-format community pharmacy competing for the same Icelandic prescription and OTC customer base.

Regional players

• Apotek Hjärtat: Sweden's largest pharmacy chain, owned by ICA Gruppen, with extensive physical footprint and a mature online pharmacy. Comparable as a chain-format community pharmacy with integrated e-commerce and home delivery, but operating in a different Nordic market.
• Apotek 1: Major Norwegian pharmacy chain with broad physical footprint and online pharmacy operations. Comparable as a multi-channel Nordic pharmacy chain facing the same regulated prescription-pricing dynamics as Lyfjaval.
• Vitusapotek: Norwegian pharmacy chain with physical stores and online services. Comparable as a Nordic chain-format community pharmacy integrating prescription dispensing with OTC and personal-care categories.
• Apoteket AB: Swedish state-owned pharmacy chain combining physical stores with a national online pharmacy and prescription management platform. Comparable in operating model (chain + online + regulated prescription environment) though serving a much larger market.
• Matas: Denmark's leading health and personal-care retail chain with a strong private-label assortment across OTC, beauty, and wellness. Comparable as a Nordic retailer monetizing the same non-prescription categories that supplement Lyfjaval's prescription base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lyfjaval-b%C3%ADlaap%C3%B3tek-h%C3%A6%C3%B0asm%C3%A1ra

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 Lyfjaval Bílaapótek Hæðasmára