Natuurwinkel

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.

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

Product category

Organic Grocery Retail

NAICS

Specialty Food Retailers (4452)

akta.pro primary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Organic grocery retail
• Biological supermarket
• Sustainable food retail
• Organic online store
• Certified organic products

Headquarters

HQ city

Vught

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Plastic Soup FoundationcoreStrategic or Co-development Partner · 1 May 2026Ekoplaza 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 GrowerscoreStrategic or Co-development PartnerEkoplaza 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 OrganizersminorGTM or Marketing PartnerEkoplaza 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

Broad 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

• Xx.com/ekoplaza
• YouTubeyoutube.com/user/EkoPlazaBiologisch
• Facebookfacebook.com/Ekoplaza
• LinkedInlinkedin.com/company/natuurwinkel
• Instagraminstagram.com/ekoplazabio
• TikToktiktok.com/@ekoplaza
• Pinterestnl.pinterest.com/ekoplaza

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Natuurwinkel