Kruidvat Netherlands

Kruidvat is the leading drugstore (health and beauty) retail chain in the Benelux, specialising in personal care, cosmetics, health products, household goods, baby supplies and vitamins at value-for-money prices. Founded in 1975, the retailer has grown into a household name in the Netherlands and Belgium, known for its wide assortment, strong own-brand ranges and intensive promotional activity under the slogan of surprisingly affordable shopping.

Kruidvat operates a combined network of more than 1,250 stores across the Netherlands and Belgium — predominantly high-street and neighbourhood convenience-format outlets — supported by large distribution centres and a fast-growing e-commerce operation at kruidvat.nl and kruidvat.be, which generated an estimated US$388 million in online revenue in 2024. The banner's total turnover is estimated in the €1-10 billion range as of 2024. The chain's headquarters in Renswoude (Utrecht, Netherlands) houses buying and merchandising, marketing, supply chain, finance and HR functions for the banner. Kruidvat employs an estimated 5,000-10,000 people across its two markets, of which roughly 1,000-5,000 are in the Netherlands.

Kruidvat is part of the AS Watson Group, the world's largest international health and beauty retailer (owned by CK Hutchison Holdings), which reported global turnover exceeding US$24 billion in fiscal 2024 and operates sister banners such as Trekpleister in the Netherlands, Superdrug in the UK and Watsons in Asia. Through AS Watson Benelux, Kruidvat benefits from group-level buying scale while maintaining its own assortment and promotional strategy.

As a buyer, Kruidvat sources across a broad FMCG spectrum:

• Personal care and toiletries — hair care, skin care, oral care, deodorants and bath products
• Cosmetics and fragrances, including budget and masstige brands
• OTC health, vitamins and supplements
• Baby care products and food
• Household cleaning, laundry and paper products
• Confectionery, drinks and convenience food lines, plus seasonal non-food such as toys, textiles and small electronics

Private label plays a central role in the assortment, making Kruidvat an important partner for contract manufacturers as well as branded suppliers seeking large-volume distribution in the Benelux health, beauty and household categories.