Overview
Kruidvat is the market leader in health and beauty retail in the Netherlands and Belgium, with close to 1,300 stores and millions of customers every week. Since 2023 its Dutch online shop has included a curated marketplace, where selected partners sell products that complement Kruidvat's own range. For a health, beauty or baby brand, Kruidvat is one of the most important retail channels in the Benelux.
Who is behind Kruidvat
Kruidvat was founded in 1975 by the De Rijcke family and is part of A.S. Watson Group, the world's largest international health and beauty retailer, with more than 17,000 stores in 31 markets and sales of more than USD 26 billion in 2025. Kruidvat has more than 980 stores in the Netherlands and more than 300 in Belgium, and about 25,000 employees. Its own brand offers good quality at attractive prices, and more than half of all babies in the Netherlands wear Kruidvat nappies.
The Kruidvat Marketplace
Kruidvat launched its marketplace on Mirakl, starting with baby products. Through partners, it expanded its online baby range from around 750 to about 3,000 items, including baby monitors, travel cots and buggies, and has since added other categories. The marketplace is curated and deliberately avoids duplicating Kruidvat's existing range. It is currently available to Dutch customers, and Kruidvat plans to add Belgium later.
How selling on Kruidvat works
- A selected group of partners that Kruidvat works with closely.
- Products that complement Kruidvat's own range rather than duplicate it.
- EANs, Dutch product content and clear delivery times for every offer.
- A Mirakl connection, directly or through a multichannel tool.
- The partner ships orders to customers.
Why Kruidvat matters for brands
Kruidvat reaches a huge share of Dutch and Belgian households, and its marketplace gives brands access to that audience without a store listing.
How eBrands looks at Kruidvat
eBrands works with brands on marketplaces and retail channels across Europe and North America, and beauty and wellness are core categories for us. If you want to see how Kruidvat could sit alongside the channels you already use in the Benelux, we are happy to talk it through.
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