Avista Healthcare Partners (Avista), a private equity company focused exclusively on healthcare, unveiled an agreement to participate in PK Benelux, which is a major player in the market for vitamins, minerals, and supplements (VMS) in the Netherlands.
As part of this initiative, co-founder and CEO Albert Peters will make a major reinvestment in PK Benelux and continue to support the growth of the company.
Lucovitaal® offers consumers the highest-quality and highest-value product assortment across nearly all VMS categories. Lucovitaal® is distributed across all major drugstores, supermarkets, and e-commerce retailers in the Netherlands, planting strong customer loyalty through the brand's reputation for quality and leadership in innovation.
Avista is one of the most active investors in consumer healthcare in North America and Western Europe, and its track record of growing businesses alongside founders was key to securing this partnership. Over the last decade, Avista has made seven platform investments and over 20 more add-on acquisitions in consumer healthcare.
PK Benelux is a consumer health company promoting healthy living through the Lucovitaal brand and licensing of medical devices. The company is best known for its Dutch brand Lucovitaal®, recognized for being "powerful and affordable." It develops and markets vitamins, minerals, supplements, and other health products for distribution across drugstores, pharmacies, and online in the Netherlands, and supplies white-label and private-label medical devices to more than 30 countries.
Executive Statement
According to Thompson Dean, Chairman of Avista, PK Benelux's remarkable growth through successful innovation and Lucovitaal®'s "powerful and affordable" brand proposition align well with rising market demand for high-value self-care and preventative health products. They are excited to deepen our partnership and begin a new chapter with PK Benelux, drawing on our deep experience in consumer healthcare to support PK Benelux in its next phase of growth.