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Dutch take meds to China

Netherlands-based health retailer Vitaminstore has marked its entry into China with its first store in Xiamen.

Vitaminstore opened its first store at Wanda Plaza in Huli District on September 22. The store is the first of an expected 300-store line-up in China. Besides physical stores, Vitaminstore will also roll out its online store via T-mall in the next months.

Given the importance Chinese place on natural remedies from their own culture, one might ask if a western vitamin concept has a bright future in China.


“Our company has always had a strong bond with China. Europeans look up to Chinese culture and their ancient methods of staying healthy and fit,” said Alain Vermeulen, co-founder and MD of Vitaminstore China.


The store is staffed with people who have followed an in-house training course to ensure they are knowledgeable about the products and their natural benefits to the health.

“For us, this is the only way to make sure that they will be able to provide an honest recommendation that suits the customer’s personal needs,” Vermeulen said.


Vitaminstore, which has 20 stores in Netherlands, offers more than 1000 health products while its ecommerce in Netherlands sells around 40,000 products. Vitaminstore was established by partners Alain Vermeulen and Koert Otten.


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