Natuurwinkel
Natuurwinkel is a small Dutch organic food retailer based in Amsterdam with 45 employees, operating at natuurwinkel.nl and serving the Dutch biological retail market.
- Company typePrivate
- Founded-
- HeadquartersVught, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Natuurwinkel does
Natuurwinkel is a small Dutch organic food retailer headquartered in Amsterdam, Netherlands, with 45 employees, operating at natuurwinkel.nl. The company operates in the Dutch biological (organic) retail market, a segment characterized by certified organic products (EKO-keurmerk, Demeter standards), short-chain farmer partnerships, and sustainability-led value propositions aimed at environmentally conscious Dutch consumers. The available input provides only limited firmographic data for Natuurwinkel directly; the bulk of operational, product, and customer detail in the source material pertains to peer/competitor Ekoplaza, a substantially larger Dutch organic supermarket chain with 75+ stores, a proprietary Ekoscope sustainability scoring system, a private-label house brand, an Ekovriend loyalty program, and both physical retail and e-commerce channels. With 45 employees versus Ekoplaza's much larger footprint, Natuurwinkel is best characterized as a small, locally-focused organic retailer rather than a national chain. The company's specific store count, product mix, technology stack, revenue mechanics, pricing models, and customer segments are not documented in the available input, and the firmographic profile alone is insufficient to characterize its business model with precision.
Natuurwinkel firmographics
Firmographics- Name
- Natuurwinkel
- Legal name
- Ekoplaza
- Website
- https://natuurwinkel.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Natuurwinkel is a small Dutch organic food retailer based in Amsterdam with 45 employees, operating at natuurwinkel.nl and serving the Dutch biological retail market.
- Ownership category
- akta.pro rank
Natuurwinkel industry classification
Industry- Product category
- Organic Grocery Retail
- NAICS
- Specialty Food Retailers (4452)
- akta.pro primary industry
- Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)
Keywords
Where Natuurwinkel is headquartered
LocationHeadquarters
- HQ city
- Vught
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Natuurwinkel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: Ekoplaza generates revenue through the sale of biological (organic) food and household products across its physical store network and e-commerce platform. Revenue is derived from both branded third-party products and its private label Ekoplaza brand.
- Private Label Products: The company's house brand offers biological products positioned as best quality at the right price, contributing to margin optimization and customer loyalty.
- Loyalty Program and Promotional Sales: The Ekovriend loyalty program drives repeat purchases through friend discounts, Ekopunten accumulation redeemable for free products, and exclusive promotional pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for biological products with periodic promotional offers and loyalty discounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Natuurwinkel product offering
Product offeringCore offering
Ekoplaza is a Dutch biological (organic) supermarket chain selling certified organic and biodynamic food, fresh produce, dairy, beverages, snacks, and sustainable household/personal care products through a network of physical stores across the Netherlands and an e-commerce platform. It complements this retail offering with the Ekoscope sustainability scoring system, the Ekovriend loyalty program, a private-label Ekoplaza brand, franchise operations, and a dedicated B2B ordering service.
Product overview
Ekoplaza is a Dutch organic supermarket operating on a single-store and franchise model. The core offering is a full range of organic food and household products, supplemented by proprietary tools including Ekoscope (a sustainability scoring system that rates products on environmental impact, CO2 footprint, and processing level), the Ekovriend loyalty program (offering 25% friend discounts and bonus points), and Ekoplaza's own private label brand. The company also provides online shopping and B2B ordering services. Products span fresh produce, dairy, beverages, snacks, and personal care items across multiple organic and biodynamic certifications.
Differentiator
Problem solved
Functional benefit
Products and services
- Ekoplaza House Brand Ekoplaza's own private-label brand offering biological products positioned as best quality at the right price. Available across grocery categories and sold through both physical stores and the e-commerce platform, supporting margin optimization and customer loyalty.
- Ekovriend Loyalty Program Subscription-style loyalty program for environmentally conscious Dutch shoppers. Members receive 25% friend discounts on rotating bio-favorites, bonus Ekopunten rewards (e.g., +30 or +50 EKO's on selected products), and redemption of accumulated points for free products. Drives repeat purchases and community engagement.
- Online Shopping Service E-commerce ordering service enabling Dutch consumers to remotely purchase the full range of Ekoplaza biological products for home delivery, complementing the physical store footprint.
- B2B Ordering Service Dedicated business/commercial ordering service for organizational buyers (e.g., offices, hospitality) to procure certified organic products from Ekoplaza through a separate zakelijk bestellen pathway.
- Dagjeuit (Days Out) Savings Program Spaaractie loyalty program where customers can earn savings toward bijzondere belevenissen (special experiences/days out), offering up to 70% discount on partner experiences.
Quantifiable outcome
- €6,973 donated to Plastic Soup Foundation from Wisselwaar pot sales during Mei Plasticvrij campaign
Companies that use Natuurwinkel
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Natuurwinkel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Natuurwinkel partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Plastic Soup FoundationcoreEkoplaza partnered with Plastic Soup Foundation during the Mei Plasticvrij (May Plastic-Free) campaign. For each Wisselwaar pot sold in stores and webshop, €0.50 was donated to the foundation. The campaign resulted in a donation of €6,973, demonstrating joint commitment to reducing plastic pollution in the food industry.
- Dutch Farmers / Local GrowerscoreEkoplaza sources seasonal fruits and vegetables from fixed Dutch farmers, providing preferential pricing on seasonal organic produce. This short-chain partnership supports local agriculture and ensures fresh, locally grown organic products for customers.
- Ekotown Festival OrganizersminorEkoplaza is a key supporter and participant in Ekotown, described as the biological food festival of the Netherlands, promoting organic food culture and community engagement.
Scale indicators3 records
Natuurwinkel competitors and assessment
Company assessmentBroad incumbents
- Albert Heijn: Market-leading Dutch supermarket chain (Ahold Delhaize) with a significantly expanded organic (AH Biologisch) range. Competes for the same organic-curious Dutch household shopper through broad distribution rather than specialty focus.
- Jumbo: Second-largest Dutch supermarket chain with a growing organic private-label line and nationwide footprint. Competes with Natuurwinkel on organic assortment while leveraging a much larger conventional grocery base.
- Whole Foods Market: Global benchmark for premium organic/specialty grocery retailing. Operates at substantially greater scale but shares the same consumer-trust, certification and premium-assortment playbook that Natuurwinkel pursues in the Netherlands.
- Lidl: German discount grocer with an expanding organic range across Dutch stores. Compresses price points on organic staples and targets value-conscious organic shoppers who might otherwise consider specialty retailers.
Direct peers
- Ekoplaza: Dutch biological supermarket chain (~75 stores) under the same UDEA parent as Natuurwinkel. Operates near-identical organic specialty grocery format with physical stores, e-commerce, Ekovriend loyalty and B2B services — effectively a sister brand competing in the same Dutch specialty-organic segment.
- Odin: Dutch organic food specialist operating physical stores and a home-delivery service, founded on cooperative/biodynamic principles. Closely comparable to Natuurwinkel in mission and assortment, competing directly for the same environmentally conscious shopper.
- Marqt: Dutch premium organic and specialty grocery chain that pioneered the 'biological with story' positioning. Highly comparable mission and customer base to Natuurwinkel, though with a smaller, more urban store footprint.
Regional players
- Bio Company: German organic specialty supermarket chain with a comparable store-based, sustainability-positioned format. Useful comparable for European organic specialty retail unit economics and brand strategy outside the Netherlands.
Others
- UDEA: Dutch organic food wholesaler and parent group of both Natuurwinkel and Ekoplaza. Operates the wholesale, franchise support and private-label infrastructure that the specialty retail brands run on top of — comparable as parent/ecosystem participant rather than direct competitor.
Emerging players
- Picnic: Dutch online-only grocery retailer with an expanding organic assortment and a fast-growing e-commerce footprint. Competes with Natuurwinkel's online channel specifically on convenience and delivery economics rather than specialty depth.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
Natuurwinkel social profiles
Digital presenceNatuurwinkel compliance and trust
Trust signalCompliance2 records
Natuurwinkel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natuurwinkel leadership team
Management profileNumber of profiles
Natuurwinkel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natuurwinkel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Natuurwinkel
What does Natuurwinkel do?
Ekoplaza is a Dutch biological (organic) supermarket chain selling certified organic and biodynamic food, fresh produce, dairy, beverages, snacks, and sustainable household/personal care products through a network of physical stores across the Netherlands and an e-commerce platform. It complements this retail offering with the Ekoscope sustainability scoring system, the Ekovriend loyalty program, a private-label Ekoplaza brand, franchise operations, and a dedicated B2B ordering service.
Is Natuurwinkel a public or private company?
Natuurwinkel is a private company. It is classified as unknown and is currently operating.
When was Natuurwinkel founded?
Natuurwinkel was founded in -1. It employs 11 to 50 people.
Where is Natuurwinkel based?
Natuurwinkel is headquartered in Vught, Netherlands, in the Europe region.
How does Natuurwinkel make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are private Label Products and loyalty Program and Promotional Sales.
Who are Natuurwinkel's main competitors?
Broad incumbents on record are Albert Heijn, Jumbo, Whole Foods Market and Lidl. Direct peers are Ekoplaza, Odin and Marqt. Bio Company is listed as a regional player. UDEA is listed as an others. Picnic is listed as an emerging player.
Does Natuurwinkel have an API?
No public API is recorded for Natuurwinkel.
What industry is Natuurwinkel in?
Natuurwinkel's product category is Organic Grocery Retail. Its primary akta.pro industry code is CRAHAIAE, Online Specialty Grocery (Organic/Health/Ethnic/Gourmet). Its NAICS code is 4452.