Overview
BENU Farma is the online pharmacy of BENU Farmacia, a network of more than 350 pharmacies in Italy. At benufarma.it, it sells over-the-counter medicines and parapharmacy products for health, beauty and wellbeing, with more than 17,000 products and weekly offers. It also runs a marketplace where selected third-party sellers can sell to BENU's customers. For a health, beauty or wellness brand, it is a route to Italian shoppers through a well-known pharmacy brand.
Who is behind BENU Farma
BENU is part of PHOENIX Pharma Italia, which was formed in 2023 by merging Comifar, a leading Italian pharmaceutical distributor, with ADMENTA Italia, Italy's largest pharmacy retail operator. PHOENIX Pharma Italia belongs to the European PHOENIX group, which uses BENU as its pharmacy brand in several European countries. In its 2025/26 financial year, PHOENIX Pharma Italia grew revenue by 6.5%. Its network of BENU franchise and affiliated pharmacies grew from 130 to 680 in three years, with a target of 750 by the end of 2026.
What the shopper sees
Shoppers on benufarma.it can choose home delivery or free pick-up in a BENU pharmacy. BENU combines its online shop with a loyalty card, regular promotions and pharmacist advice in its stores.
The BENU Farma marketplace
The marketplace runs on Mirakl and serves the Italian market. A brand considering it should know the following:
- Italy only. Content must be in Italian, and offers are for Italian customers.
- Pharmacy compliance. Products must meet the rules for their category, such as cosmetics, food supplements or medical devices, and some ingredients need special declarations.
- Correct Italian VAT for each product.
- Fast fulfilment to Italian customers, within BENU's handling times.
- Integration through Mirakl or a multichannel tool such as Base.com.
Why BENU Farma matters for brands
BENU combines a trusted pharmacy name, a growing store network and an online shop. Its marketplace lets brands reach Italian pharmacy shoppers without a traditional listing in every store.
How eBrands looks at BENU Farma
eBrands sells on the BENU Farma marketplace and works with brands on marketplaces across Europe and North America. If you want to see how BENU Farma could sit alongside the channels you already use in Italy, we are happy to talk it through.
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