Kruidvat
Dominant Dutch health and beauty drugstore chain offering personal care, electronics, and discount goods.
Kruidvat at a glance
Kruidvat is an e-commerce website and one of the most visited sites in Netherlands, currently ranked #73 in the country. It was founded in 1975 by De Rijcke family and is headquartered in Renswoude, Netherlands. Today Kruidvat is owned by A.S. Watson Group. Our estimates put its audience at ≈ 11.8 million visits per month. The business earns money mainly through health & beauty retail sales, photo service printing. Its closest rivals include etos.nl, trekpleister.nl, plein.nl.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 11.1 million / month | +2% |
| Q2 | ≈ 11.4 million / month | +3% |
| Q3 | ≈ 11.8 million / month | +3% |
| Q4 | ≈ 12.5 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Netherlands, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Netherlands86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 3.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Netherlands
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| kruidvat | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Netherlands web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Netherlands
Company information
- Website
- kruidvat.nl
- Sector
- E-commerce
- Owner
- A.S. Watson Group
- Owner type
- Multinational conglomerate
- Founders
- De Rijcke family
- Founded
- 1975
- Headquarters
- Renswoude, Netherlands
- Employees
- 15,000+
- Ownership
- A.S. Watson Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $2.2 billion annual revenue (est.)
- Languages
- Dutch
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $2.2 billion annual revenue (est.)
- Ownership
- Multinational conglomerate
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Kruidvat operates an online retail and marketplace platform focused on Netherlands. Dominant Dutch health and beauty drugstore chain offering personal care, electronics, and discount goods. Revenue comes mainly from health & beauty retail sales, supported by the other lines listed below.
- Health & beauty retail sales
- Photo service printing
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Netherlands
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Netherlands)
- #73 in this index
- Sector rank
- Leading e-commerce site in Netherlands
- Global rank
- 5000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| etos.nl | ≈ 7.1 million / month | #74 class competitor | — |
| trekpleister.nl | ≈ 5.3 million / month | #75 class competitor | — |
| plein.nl | ≈ 3.5 million / month | #76 class competitor | — |
What is Kruidvat?
Kruidvat (kruidvat.nl) is an online retail and marketplace platform serving users in Netherlands. Dominant Dutch health and beauty drugstore chain offering personal care, electronics, and discount goods. It ranks #73 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Kruidvat?
The site is operated by A.S. Watson Group, founded by De Rijcke family. The company was established in 1975 and is headquartered in Renswoude, Netherlands. It employs around 15,000+.
Traffic and audience
Traffic estimates place Kruidvat at roughly 11.8 million visits per month, about 0.4 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Kruidvat makes money
Revenue comes primarily from health & beauty retail sales, alongside photo service printing.
Competitors in Netherlands
Its closest rivals include etos.nl, trekpleister.nl, plein.nl.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1975
Kruidvat is founded in Renswoude, Netherlands.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #73 among the most visited websites in Netherlands.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Kruidvat?
Kruidvat is operated by A.S. Watson Group. Multinational conglomerate structure, based on public filings and press reporting.
Where is Kruidvat headquartered?
Kruidvat is headquartered in Renswoude, Netherlands.
When was Kruidvat founded?
Kruidvat was founded in 1975 by De Rijcke family.
How many employees does Kruidvat have?
Kruidvat employs approximately 15,000+ people.
What is Kruidvat's revenue?
Kruidvat's revenue: ≈ $2.2 billion annual revenue (est.).
Who are Kruidvat's competitors?
Main competitors in Netherlands include etos.nl, trekpleister.nl, plein.nl.
How does Kruidvat make money?
Mainly health & beauty retail sales, photo service printing.
Is Kruidvat publicly traded?
No — Kruidvat is not listed as an independent public company; it is operated by A.S. Watson Group.
How many visitors does Kruidvat get?
Third-party estimates place Kruidvat at roughly 11.8 million visits per month, mostly from Netherlands, with 76% mobile traffic.
Is Kruidvat safe?
Kruidvat is an established e-commerce site founded in 1975 and ranked #73 in Netherlands; use the official domain kruidvat.nl and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementskruidvat.nl
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageNetherlands and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos