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Aletra Capital Partners B.V. Aletra Capital Partners B.V.



Vitaminstore is a Dutch retailer with nearly 40 health shops across the Netherlands, a strong online E-commerce website at (, juicebars operating as Vitaminboost within 15 stores and a wholesale and food supplement production facility: Innovital.

Vitaminstore’s headquarter is based in Amsterdam since 1995 and holds over 20 years of experience in retail and rolling out the health store concept.

Vitaminstore offers more than 40.000 health products both online as offline. The highly trained staff helps customers selecting the best products that suite their needs on food supplements, healthy food, sports nutrition and healthy living. Backed by a state of the art POS IT solution, it follows the customer journey and makes the customer experiences flawless. The end consumer is known by the staff and they are able to present relevant and personal products and recommendations to live a happy and healthy live.

The management is firmly run by the two founders – Alain Vermeulen en Koert Otten – who have always had the focus on rolling out Vitaminstore in the Netherlands. It has now become one of the leading omni-channel retailers, ahead of its market in many fields of retail like instore marketing, ecommerce, product development and innovation.