What ONLINE RETAIL LTD does

Online Retail Limited is a privately held UK company (incorporated in England and Wales) that trades as Supplemented.co.uk, a direct-to-consumer online retailer of vitamins, minerals, herbal extracts, amino acids, and omega oil supplements. The company serves health-conscious individual consumers across the United Kingdom, with use cases spanning general wellness, anti-aging, immune support, joint care, mind and memory, sleep, weight management, and life-stage needs such as menopause and pregnancy. Its commercial footprint is limited to the UK, and it dispatches orders from a UK base.

The product range combines individual SKUs (priced from £6.99 to £17.99) with eight pre-configured health bundles (priced £24.99-£49.99), including bundles targeting male vitality, joint support, sleep, daily essentials, blood sugar, menopause, brain focus, and immune support. Newer catalog additions such as NMN 250mg Capsules and Lions Mane 2000mg Capsules indicate a tilt toward higher-priced longevity and nootropic ingredients. The underlying technology is a Shopify-based owned e-commerce storefront with free standard delivery and free next-day delivery above £50. Marketing is content- and SEO-led via a supplement knowledge base, recipes, and articles, supplemented by organic social (Facebook, Twitter, Instagram, Google+) and an email newsletter.

The business model is a product-led, one-time-purchase DTC model with a secondary wholesale application channel for SMB buyers; no subscription model is prominently featured. Revenue is generated per unit at modest AOVs, with bundle discounts used to lift average order value. The company emphasizes UK/EU regulatory compliance, premium-grade ingredients, clean-label positioning (no artificial additives, gluten-free, non-GMO), UK manufacture, and recyclable packaging as its positioning pillars. No revenue, headcount, funding, or M&A data is disclosed, and the company appears to be independently owned with no parent or subsidiary relationships recorded.

Name

ONLINE RETAIL LTD

Legal name

Online Retail Limited

Website

https://supplemented.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Online Retail Limited is a UK-based direct-to-consumer online retailer (Supplemented.co.uk) selling vitamins, minerals, herbal extracts, amino acids, and supplement bundles to health-conscious UK consumers via a Shopify storefront.

Ownership category

akta.pro rank

Product category

Online Dietary Supplements Retail

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Health, Wellness & Pharmacy Online Retailers (CRAFADAG)

akta.pro secondary industry

Natural/Organic Grocery E-commerce & Delivery-Only Retail (CRAHAEAI)

Keywords

• Vitamin supplements
• Herbal extracts
• Amino acids supplements
• Supplement bundles
• Online supplement retailer

Headquarters

HQ city

Surbiton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: One-time unit-based sales of vitamins, minerals, food supplements, and bundled products to individual consumers through the e-commerce storefront. No subscription model is prominently featured, though account management and subscription options exist for returning customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Online Retail Limited sells vitamins, minerals, herbal extracts, amino acids and omega oil supplements direct to UK consumers through the Supplemented.co.uk Shopify storefront, alongside pre-configured supplement bundles for targeted health goals. Products are manufactured in line with UK and EU food supplement regulations and sold on a pay-as-you-go basis with free standard delivery and free next-day delivery on orders above £50.

Product overview

Supplemented.co.uk is a UK-based online retailer operating under Online Retail Ltd, offering a portfolio of vitamins, minerals, herbal extracts, amino acids, and omega oil supplements. The product line includes individual supplements (such as Ashwagandha Extract 1000mg Tablets, Berberine 98% 500mg Capsules, Lions Mane 2000mg Capsules, and NMN 250mg Capsules) and eight pre-configured bundles (Male Vitality Supplement Bundle, Joint Support Bundle, Sleep Supplement Bundle, Daily Essentials Bundle, Blood Sugar Supplement Bundle, Menopause Support Supplement Bundle, Brain Focus Nootropic Supplement Bundle, and Immune Boosters Supplement Bundle). Products are positioned around health interests including anti-aging, bone health, bodybuilding, circulation, detox, digestion, eye health, heart health, immune system, joint care, mind and memory, and weight management. The company emphasizes premium-grade ingredients, UK manufacture, and recyclable packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Ashwagandha Extract 1000mg Tablets Ashwagandha extract 1000mg supplement tablets marketed as a best seller at the Supplemented.co.uk UK storefront, priced from £7.99.
• L-Theanine 400mg Capsules L-Theanine 400mg supplement capsules marketed as a best seller at the Supplemented.co.uk storefront, priced from £8.99.
• Saw Palmetto 3000mg Equivalent Extract Capsules Saw palmetto 3000mg equivalent extract capsules marketed as a best seller at the Supplemented.co.uk UK storefront, priced from £7.99.
• Berberine 98% 500mg Capsules High-purity (98%) Berberine 500mg supplement capsules marketed as a best seller at the Supplemented.co.uk storefront, priced from £17.99.
• 5 HTP 400mg Capsules 5-HTP 400mg supplement capsules marketed as a best seller at the Supplemented.co.uk storefront, priced from £9.99.
• Lions Mane 2000mg Capsules Lion's Mane mushroom 2000mg supplement capsules marketed as a best seller at the Supplemented.co.uk storefront, priced from £9.99.
• Biotin 12,000mcg (Vitamin H) Tablets High-strength Biotin 12,000mcg (Vitamin H) tablets marketed as a best seller at the Supplemented.co.uk storefront, priced from £6.99.
• N-Acetyl Cysteine (NAC) 600mg Capsules N-Acetyl Cysteine (NAC) 600mg supplement capsules marketed as a best seller at the Supplemented.co.uk storefront, priced from £10.99.
• NMN 250mg Capsules Nicotinamide Mononucleotide (NMN) 250mg supplement capsules featured on the Supplemented.co.uk homepage as part of the anti-aging range.
• Male Vitality Supplement Bundle Pre-configured supplement bundle targeting male vitality and testosterone support at the Supplemented.co.uk storefront, priced at £39.99 with £4.95 savings.
• Joint Support Bundle Pre-configured supplement bundle for joint health and support at the Supplemented.co.uk storefront, priced at £29.99 with £2.97 savings.
• Sleep Supplement Bundle Pre-configured supplement bundle for sleep support and relaxation at the Supplemented.co.uk storefront, priced at £30.99 with £4.98 savings.
• Daily Essentials Bundle Pre-configured daily supplement bundle covering essential vitamins and minerals at the Supplemented.co.uk storefront, priced at £24.99 with £3.98 savings.
• Blood Sugar Supplement Bundle Pre-configured supplement bundle targeting blood sugar support and metabolic health at the Supplemented.co.uk storefront, with £4.97 savings.
• Menopause Support Supplement Bundle Pre-configured supplement bundle for menopause symptom support at the Supplemented.co.uk storefront, priced at £49.99.
• Brain Focus Nootropic Supplement Bundle Pre-configured nootropic supplement bundle targeting cognitive function and brain focus at the Supplemented.co.uk storefront, with £4.96 savings.
• Immune Boosters Supplement Bundle Pre-configured supplement bundle for immune system support at the Supplemented.co.uk storefront, priced at £32.99.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights3 records

Direct peers

• MyProtein: UK-based supplement and sports nutrition brand/retailer with a leading direct-to-consumer e-commerce site and a broad multi-category supplement portfolio. Comparable on category overlap (vitamins, amino acids, herbal extracts), DTC model, and UK origin.
• Holland & Barrett: UK's largest health food and supplement retailer with a strong DTC online channel plus a national store footprint. Directly comparable as a UK supplement e-commerce retailer serving health-conscious consumers, though at far greater scale and with private-label products.
• Nature's Best: Long-established UK supplement brand selling vitamins, minerals, and sports nutrition products through its own DTC website. Comparable on UK supplement range, multi-category breadth, and direct-to-consumer e-commerce model.
• Bulk Powders: UK DTC sports nutrition and supplement retailer with a wide range of amino acids, herbal extracts, vitamins, and bundles sold through its own e-commerce platform. Closely comparable on product mix, DTC model, and UK origin.
• Vitamin Shoppe: US specialist supplement retailer with a strong DTC e-commerce channel and broad multi-category supplement assortment. Comparable on category mix (vitamins, herbal extracts, amino acids, bundles) and DTC-first strategy, though geographically US-focused.
• BioCare: UK-based supplement brand/retailer focused on vitamins, minerals, and condition-specific formulas sold direct-to-consumer online. Closely comparable on product range, UK regulatory positioning, and DTC-first model, though with a stronger practitioner channel.

Broad incumbents

• Boots: Major UK pharmacy and health retailer with a large online supplement range alongside broader health, beauty, and pharmacy categories. Comparable as a UK supplement retailer but competes as part of a much wider portfolio rather than a supplement specialist.
• GNC: Global vitamins and supplements retailer with a major DTC e-commerce channel in addition to physical stores. Comparable on broad multi-category supplement range and online-led retail model, though far larger and operating a hybrid store-plus-online format.
• LloydsPharmacy: UK high-street pharmacy chain selling vitamins and supplements online alongside prescription and broader health products. Comparable on the health/supplement range and UK consumer base but as part of a much broader pharmacy-led assortment.

Emerging players

• BetterYou: UK-based specialist supplement brand with a DTC e-commerce focus on premium, often innovative-format vitamins and minerals. Comparable on premium clean-label UK positioning and DTC channel, though smaller and more niche in category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/supplementeduk
• Facebookfacebook.com/Supplemented
• Instagraminstagram.com/SupplementedUK
• LinkedInlinkedin.com/company/supplemented

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 ONLINE RETAIL LTD