Medi-Market, a fast growing European retailer specialising in health, beauty and wellness products, with more than 100 stores in Belgium and Luxembourg and 70 stores in Italy, is continuing its expansion into the Dutch market. For this next phase of growth, the retailer has appointed Serviceplan Group as its strategic partner. From the House of Communication in Amsterdam, Serviceplan Amsterdam (creative) and Mediaplus (media) are combining their expertise to develop and roll out the brand and media strategy for the Netherlands, with a strong focus on local relevance.
The retailer has ambitious growth plans and aims to expand to approximately 80 stores across the Netherlands over the next three years. Following the success of its pilot store in Maastricht, which served to test and optimise the concept, Medi-Market officially opened its first Dutch flagship store in The Hague on 8 May. Additional locations, including Tilburg and Zoetermeer, are scheduled to open later this year.
Local Relevance as the Foundation for Growth
Medi-Market is being supported in the Netherlands through a strategy rooted in local market knowledge and consumer insights, translating the brand’s international positioning into a proposition tailored to Dutch consumers. Annabelle Klop, Managing Director at Serviceplan Amsterdam, comments: “The Dutch market requires a different approach from what we see internationally. Consumers actively compare options, are highly price-conscious, and at the same time expect expert advice. We respond to this by positioning the brand not only around value, but also around trust and expertise.”
Serviceplan Amsterdam is developing a local brand message that aligns with Dutch consumer expectations and supports a strong and distinctive market entry. Mediaplus translates this into a targeted media strategy based on Dutch market data, retail benchmarks and local insights. This approach ensures that each store opening is effectively supported while creating a solid foundation for long term growth in the Netherlands. Cathelijne Koot, Communication Consultant at Mediaplus, adds: “We combine local retail insights with data on purchasing behaviour and the competitive landscape, enabling us to identify exactly where Medi-Market can differentiate itself from established players such as Kruidvat and Etos. This is reflected both in the brand messaging and in the way we activate each store opening at a local level.”
Frederik De Vetter, COO Benelux at Medi-Market, says: “For our growth ambitions in the Netherlands, we were looking for a partner that understands our European positioning and can effectively translate it to the local market. In Serviceplan Group, we found the ideal combination of international capabilities and local market expertise. Their integrated approach, bringing together strategy, creativity and media, combined with their strong roots in the Dutch retail market, gives us confidence that we can successfully realise our ambitious growth plans.”
On 8 May, Medi-Market officially opened its second store in the Netherlands in The Hague. This opening marks the beginning of a broader rollout strategy, in which brand building and local activation go hand in hand.
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