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Etos

Etos is a prominent Dutch retail chain specializing in health and beauty products, operating as a drugstore that provides accessible, expert-backed solutions for personal care, skincare, vitamins, makeup, and everyday wellbeing needs.^[1] Founded in 1919, it has grown into one of the Netherlands' most trusted brands in the sector, with a history spanning over a century of supporting customers in feeling and looking good from the inside out.^[2] As part of the multinational retailer Ahold Delhaize, Etos maintains a network of approximately 510 stores across the Netherlands, where it emphasizes innovative store designs featuring beauty trend zones, health tools, and personalized advice from trained staff.^[1] The chain's product assortment is broad and affordable, encompassing own-brand items alongside leading national and international labels, all curated to address diverse customer requirements in personal hygiene, wellness, and cosmetic care.^[1] Etos has earned recognition as a leading drugstore in the country, repeatedly voted the best in its category by consumers for its reliability and expertise.^[3] Beyond physical locations, Etos extends its reach through an online platform offering convenient shopping, free delivery on orders over €35, and easy returns within 30 days, reinforcing its commitment to modern retail accessibility.^[4] The brand's evolution reflects a focus on redefining the drugstore experience, blending traditional trust with contemporary trends to reach 90% of Dutch households as a go-to destination for health and beauty essentials.^[5]

History

Founding and early development

Etos was established in 1919 in Eindhoven, Netherlands, by the electronics company Philips as the Philips Coöperatieve Verbruiksvereeniging, a cooperative initiative designed to provide its employees with access to affordable groceries and essential goods at reduced prices compared to local markets.^[6] The cooperative's founding reflected broader industrial practices of the era, where companies created in-house stores to support workers in the rapidly industrializing region around Eindhoven.^[7] The name Etos derives from the Dutch acronym Eendracht, Toewijding, Overleg, Samenwerking, translating to "Unity, Devotion, Consultation, Cooperation," principles intended to guide the cooperative's operations and employee relations.^[6] Initially, the stores emphasized basic household essentials and personal care items tailored to working-class needs, beginning with bread baking and simple groceries before expanding in 1922 to include meat, potatoes, coal, and gas; the first dedicated drugstore section opened in 1924, marking an early shift toward health and wellness products.^[6] These offerings prioritized affordability and quality, helping Philips employees stretch their wages in an era of economic growth for the company but modest living standards for its labor force.^[6] The inaugural store was situated in Philipsdorp, a company-built neighborhood adjacent to Philips factories in Eindhoven, with operations confined to serving the local employee community.^[6] In 1931, amid the global economic downturn triggered by the 1929 stock market crash, the cooperative separated from Philips and transitioned to private ownership, rebranding fully as Etos to operate independently while retaining its core mission.^[6]^[8] Throughout the 1930s and 1940s, Etos pursued gradual expansion beyond Eindhoven's Philips-centric areas, opening outlets in nearby towns to reach a broader working-class clientele while continuing to focus on cost-effective personal care and household items.^[6] This period of growth solidified Etos's reputation as an accessible retailer, even as World War II disruptions temporarily halted further development until postwar recovery.^[6] In 1973, Etos was acquired by the Dutch retailer Ahold, which later integrated parts of its operations.^[9]

Acquisition and integration into Ahold Delhaize

In 1973, Ahold acquired Etos, a chain that operated 44 stores at the time, marking Ahold's entry into the health and beauty care sector.^[10] This acquisition, valued at approximately 50 million guilders, integrated Etos into Ahold's growing retail portfolio alongside its core supermarket operations.^[11] Following the takeover, Ahold restructured Etos by converting its combined grocery and drugstore formats, phasing out supermarket and bakery elements in favor of pure drugstore operations under the Etos brand.^[10] Grocery sections were repurposed as Albert Heijn supermarkets, allowing Etos to specialize in health and beauty products rather than competing in general food retail.^[9] This shift emphasized Etos's role as a dedicated provider of personal care items, with the last non-drugstore locations closing by 1992.^[10] The integration reinforced Etos's focus within Ahold's ecosystem, positioning it as a complementary brand to Albert Heijn by prioritizing non-food categories like cosmetics, pharmaceuticals, and wellness products.^[12] In the ensuing decades, this specialization drove store updates to enhance customer service in health advisory roles, aligning with evolving consumer demands for pharmacy-like expertise.^[1] In 2016, Ahold merged with Delhaize Group to form Ahold Delhaize, a multinational retailer operating in 11 countries, which further embedded Etos within a broader international framework while maintaining its Dutch market leadership in drugstores.^[13] The merger, completed on July 23, 2016, created synergies across 22 local brands, including Etos, to support expanded health and beauty offerings.^[13]

Expansion in the 21st century

In the early 2000s, Etos integrated its product offerings into the Albert.nl e-commerce platform launched by parent company Ahold in 2001, marking the chain's initial foray into online sales and enabling customers to order health and beauty items alongside groceries. This digital adaptation supported Etos's physical expansion, which accelerated through acquisitions such as the 2000 purchase of 17 Boots drugstores in the Netherlands, adding to its network and boosting annual sales by over €25 million. By 2010, Etos had grown to more than 500 stores nationwide, reflecting sustained organic and strategic openings amid a competitive retail landscape.^[10] Post-2010, Etos responded to intensifying market competition from discount chains and online rivals by modernizing store formats and emphasizing health services, including the 2019 acquisition of the Solvo Group to incorporate health information platforms like Gezondheidsplein.nl into its ecosystem. These updates featured renovated layouts with dedicated beauty and health zones, such as the introduction of treatment rooms and expanded vitamin and supplement sections in flagship locations by 2022. The focus on health aimed to position Etos as a comprehensive wellness destination, differentiating it from pure beauty retailers.^[14]^[15] In 2021, Ahold Delhaize appointed Sebastiaan de Jong as Brand President of Etos, effective July 1, to spearhead digital enhancements and assortment diversification, drawing on his 23 years of internal experience to integrate omnichannel strategies like partnerships with bol.com for broader online reach. Under his leadership, Etos prioritized sustainable growth and customer-centric innovations until his departure in 2023.^[2] By 2025, Etos further expanded its health assortment with 185 new products, including exclusive brands like Plnktn and UpFront for vitamins, supplements, and probiotics, while enhancing in-store expertise through trained advisors and interactive displays to guide personalized wellness choices. This initiative, rolled out across all stores starting March 3, built on prior digital health integrations to address rising consumer demand for accessible self-care solutions.^[16] Labor developments challenged operations in 2025, as FNV union negotiations for the distribution center in Beverwijk stalled over wage increases and working conditions, leading to strike threats and escalated actions including overtime refusals and temporary walkouts in March-May 2025, which were suspended after preliminary agreements. These disputes highlighted tensions in logistics amid Etos's growth, with FNV advocating for a 10% raise to match inflation and sector standards.^[17]^[18]

Business operations

Store network and format

Etos maintains a network of approximately 510 stores throughout the Netherlands as of 2024, with a concentration in urban and suburban areas to serve a broad customer base. In 2024, the network decreased slightly from 523 stores, with 133 locations renovated to modern standards.^[19]^[20] The typical Etos store format has an average sales area of approximately 207 square meters and includes dedicated sections for beauty, health, and baby care products, complemented by consultation counters where staff provide personalized advice on health and wellness needs.^[12] In 2025, Etos undertook renovations at select locations, including the upgraded store in Nijmegen's Marikenstraat, which features an open layout design to enhance customer navigation.^[21] Stores are distributed through a mix of company-owned and franchised outlets, supported by central logistics operations managed by Ahold Delhaize facilities to ensure efficient supply chain delivery to all locations.^[22] Following the COVID-19 pandemic, Etos has incorporated post-pandemic adaptations such as contactless checkout systems and expanded in-store online order pickup services to prioritize customer safety and convenience. The franchise model has contributed to the steady expansion of this network by enabling localized growth while maintaining brand consistency.^[23]

Franchise system

Etos employs a franchise system that enables local entrepreneurs to operate stores under the established Etos brand, fostering a network of independently managed outlets while maintaining consistent standards across the chain. Approximately 50% of Etos's approximately 510 stores in the Netherlands function as franchises, providing flexibility for owner-operators to leverage the brand's reputation in health and beauty retail.^[23]^[24] Prospective franchisees must meet specific requirements to join the system, including adherence to Etos's standardized store formula, product assortment, and promotional policies to ensure uniformity and brand integrity. They are required to pay an ongoing franchise fee calculated as a percentage of the purchase value of goods, along with distribution costs for logistics services. Additionally, franchisees receive professional training and guidance in business operations to support effective management.^[23] Ahold Delhaize, as the parent company, provides comprehensive support to Etos franchisees through centralized supply chain logistics, including procurement and distribution from dedicated centers, which streamlines inventory management. Marketing assistance includes national campaigns and promotional strategies funded and coordinated at the corporate level, while operational guidelines are issued from Etos's headquarters in Zaandam to align with overall business objectives.^[23]^[19] Franchisees benefit from access to bulk purchasing power, which reduces costs through economies of scale, and participation in shared national advertising efforts that enhance visibility without individual expense. The economic model incorporates revenue sharing via the franchise fees, allowing operators to retain primary control over local store revenues while benefiting from corporate-backed infrastructure. This structure supports a balanced mix of company-owned and franchised locations, contributing to Etos's overall store network stability.^[23]^[24] In recent years, Ahold Delhaize has seen growth in its broader franchise operations, with an increase of 171 franchisee-operated stores across its European portfolio in 2024, reflecting a strategic emphasis on expansion amid varying economic conditions. For Etos specifically, the franchise model has maintained a steady proportion, aiding adaptation to market dynamics post-2020 through sustained support for local entrepreneurship.^[19]

Products and services

Product assortment

Etos maintains a diverse product assortment centered on health and personal care, prioritizing accessible everyday essentials. The core categories include beauty, health, baby care, oral hygiene, and household essentials, featuring both national brands and value-oriented options to cater to daily needs. This focus aligns with Etos's role as a leading Dutch drugstore chain, offering pharmacy-like advisory services for over-the-counter (OTC) medications to guide customers on usage and selection.^[25]^[16] In the beauty category, Etos stocks skincare products such as natural lines from Weleda and affordable makeup from e.l.f., alongside hair care, fragrances, and nail products, emphasizing inclusive and trend-driven selections suitable for all ages.^[26] The health range encompasses vitamins and supplements like Lucovitaal multivitamins, pain relief OTC items, and wellness aids including sports nutrition from Upfront, with free online health checks via the "Mijn Gezondheid Check" for personalized advice on diagnostics and supplements, integrated with in-store expertise from trained staff.^[25] In March 2025, Etos broadened this health assortment by introducing new exclusive brands such as Plnktn, UpFront, and Herbolist, along with enhanced expertise services in stores, incorporating additional diagnostic tools and wellness products to support preventive care.^[16] Baby care features diapers and wipes from Pampers alongside formula like Nutrilon, plus gentle skincare and feeding essentials, often bundled in promotional sets for new parents.^[27] Oral hygiene options include electric toothbrushes from Oral-B, such as the Etos-exclusive iO Stitch model, complemented by toothpastes and floss for comprehensive routines.^[28] Household essentials cover cleaning supplies like Ariel detergents and fabric softeners from Lenor, providing practical, eco-conscious choices for home maintenance.^[29] Seasonal assortments enhance the core offerings, with holiday gift sets featuring curated beauty and wellness bundles during winter promotions, and summer lines focused on sun protection creams and SPF skincare to address seasonal health needs.^[30] Online-exclusive items, such as limited-edition Oral-B variants, and bundle deals tied to weekly promotions—like 2+2 free on select vitamins or 50% off baby packs—encourage value-driven purchases, often integrated with Etos's private labels to boost affordability without compromising quality.^[31]^[28]

Private labels and exclusive brands

Etos maintains an extensive portfolio of own-brand products, known as Etos eigen merk, encompassing over 1,000 items across categories such as skincare, makeup, vitamins and supplements, and baby care.^[32] These include budget-friendly skincare lines tailored for various skin types, baby wipes, and vitamin supplements that carry quality certifications like being 100% vegan, cruelty-free (Leaping Bunny and PETA approved), and dermatologically tested.^[33]^[34] For instance, Etos facial care products are formulated as complete solutions for different skin concerns, while vitamin offerings support daily health needs with natural ingredients.^[33] The development of these private labels involves collaboration within Ahold Delhaize, focusing on formulation, testing, and packaging to ensure compliance with quality standards, with own-brand lines like Etos Huismerk established by at least the early 2010s.^[35] This in-house process emphasizes accessibility and reliability, building on Etos's long-standing role as a trusted drugstore provider.^[12] Etos enhances its assortment through exclusive partnerships with select brands, such as limited-edition Oral-B iO Stitch electric toothbrushes and replacement heads available only at Etos stores, and collaborations with Naïf for organic baby care items like shampoos, creams, and the ETOS x NAÏF Babybox.^[4]^[36]^[37] Sustainability is a core aspect of Etos's private labels, with initiatives including the introduction of plastic-free wet wipes across 31 varieties in 2023 and a commitment by 2025 to make all own-brand cosmetics microplastic-free, 100% vegan, and composed of at least 85% natural-origin ingredients.^[38]^[39] These products incorporate certifications such as FSC for sustainable sourcing, RSPO for responsible palm oil, GOTS for organic textiles, and Zero Plastic Inside to promote eco-friendly packaging and reduce environmental impact.^[34] In market positioning, Etos private labels are designed to offer high quality at an attractive price point, providing a favorable value ratio compared to national brands and contributing to the chain's competitive advantage in the Dutch drugstore sector.^[40]^[41]

Marketing and customer engagement

Loyalty programs

Etos operates the Mijn Etos loyalty program, a free membership initiative introduced in 2015 to enhance customer retention through rewards and personalized engagement.^[42] Membership is accessible via the Etos website or app, allowing customers to register easily and access benefits immediately upon joining.^[43] The program's core mechanics revolve around direct discounts and savings stamps rather than a traditional points-per-euro system, though historical implementations included earning 1 point per €1 spent, redeemable at 100 points for free products.^[44] Current features provide members with a consistent 10% discount on Etos private label products (excluding items like medicines, baby formula, and gift cards), alongside personalized offers delivered through the Mijn Etos app.^[43] The app facilitates seamless integration by enabling digital scanning of the loyalty card in stores for instant benefits and supports online purchases tied to the membership account.^[45] Additional perks include a €2.50 welcome discount upon signup, birthday vouchers offering exclusive savings, and invitations to select promotional events.^[43] Members can also redeem savings stamps (spaarzegels) during targeted campaigns for free items, such as a second sauna treatment ticket after accumulating points from purchases.^[46] The program integrates with Ahold Delhaize's broader ecosystem via Mijn Miles, where participants earn 1 Air Mile for every €2.50 spent at Etos, redeemable for further discounts or travel rewards.^[47] In 2024, the Mijn Etos app underwent updates, including functional enhancements and improved push notifications for promotions and health-related tips, enhancing user engagement with timely, tailored content.^[48] These digital features tie into product promotions by highlighting exclusive deals on beauty and health items directly within the app.^[49]

Awards and recognition

Etos has received multiple accolades as the "Best Drugstore in the Netherlands" based on annual consumer surveys conducted by market research firm GfK, reflecting high levels of customer satisfaction with its service, product quality, and overall shopping experience. The chain earned this title in 2008, 2009, 2011, 2014, 2015, and 2017, with the 2015 win highlighted by an average consumer rating of 7.85 out of 10.^[50]^[51] These repeated victories underscore Etos's strong reputation in the competitive Dutch health and beauty retail sector. In the 2024-2025 Gekozen Huismerk van het Jaar awards, organized by the Product van het Jaar foundation, Etos secured recognition for nine private label products, including the overall award for Best House Brand of the Year. Notable winners included Etos Baby Lotion Doekjes Sensitive Plasticvrij (plastic-free sensitive baby wipes) and Etos Babyvoeding Geit (goat milk baby food), emphasizing innovations in sustainable and family-oriented offerings.^[52]^[53] Etos also garnered 2025 Beste Product van het Jaar honors for several items in its health and baby product lines, such as the Etos Baby & Kids Milde Lotion Billendoekjes, while receiving nominations in sustainability categories for eco-friendly formulations like solid body cleansing bars. These awards, determined through consumer voting and expert evaluations, highlight Etos's focus on quality and environmental responsibility.^[54]^[55] The significance of these recognitions lies in their basis on direct consumer feedback regarding satisfaction, product efficacy, and service excellence, which have contributed to Etos's market share growth to become the second-largest health and beauty retailer in the Netherlands. Customer insights gathered through programs like Mijn Etos have further informed these high ratings by enabling targeted improvements in assortment and service. Recent 2025 honors particularly tie to expansions in health-focused products and private label innovations, reinforcing brand trust and competitive positioning.^[19]^[56]

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