Avista Healthcare Partners Forms Strategic Alliance with PK Benelux to Enhance VMS Market Presence
On September 2, 2025, Avista Healthcare Partners, a private equity firm dedicated solely to the healthcare sector, announced a significant partnership with PK Benelux, a prominent player in the vitamins, minerals, and supplements (VMS) market in the Netherlands. Founded in 1985 and based in Uden, PK Benelux has established itself as a leader in VMS sales through its flagship brand, Lucovitaal®. This collaboration is set to leverage both companies’ strengths to enhance their market position in Europe.
PK Benelux is recognized for its remarkable growth trajectory over the past five years, particularly attributed to the success of the Lucovitaal® brand, which is known for offering high-quality products at competitive prices. These products are widely available across various distribution channels, including major drugstores and online retailers, fostering strong customer loyalty. Co-founders Albert and Angela Peters have played a pivotal role in developing the brand’s reputation for excellence and innovation.
During the announcement, Thompson Dean, Chairman of Avista, emphasized the synergy between PK Benelux’s innovative approach and the increasing market demand for effective self-care products. He expressed enthusiasm about their partnership, noting that Avista’s extensive experience in consumer healthcare will be instrumental in supporting PK Benelux’s upcoming growth initiatives.
Albert Peters, the CEO of PK Benelux, echoed this sentiment, elaborating on how this partnership marks a crucial milestone for the company. He highlighted their shared vision of enhancing consumer lives through innovative health solutions and expressed gratitude towards their loyal customers and partners. Peters will also reinvest significantly in the company, demonstrating his commitment to its continued success.
Alex Yu, a Partner at Avista, mentioned that this collaboration presents a unique chance to invest in a well-established brand with potential for considerable growth. He outlined plans to support PK Benelux's expansion in the Netherlands and throughout Western European markets.
Avista, recognized as one of the most active investors in consumer healthcare, has built a strong portfolio of investments, including multiple platform investments and acquisitions. The focus on collaborating with founders and enhancing their businesses has been central to their strategy.
The financial details regarding this partnership remain undisclosed, and the agreement is contingent upon the approval of relevant regulatory authorities. This venture is poised to position both Avista and PK Benelux at the forefront of a burgeoning market for high-value health products, promising an exciting future fueled by innovation and strategic collaboration.
In conclusion, as PK Benelux embarks on this new chapter with Avista, stakeholders and consumers alike can anticipate a significant evolution in the premium VMS products landscape, driven by a partnership that values quality and customer-centric solutions. As the health and wellness sector continues to grow in importance, this collaboration is anticipated to yield positive impacts, both for the companies involved and the consumers they serve.
PK Benelux is recognized for its remarkable growth trajectory over the past five years, particularly attributed to the success of the Lucovitaal® brand, which is known for offering high-quality products at competitive prices. These products are widely available across various distribution channels, including major drugstores and online retailers, fostering strong customer loyalty. Co-founders Albert and Angela Peters have played a pivotal role in developing the brand’s reputation for excellence and innovation.
During the announcement, Thompson Dean, Chairman of Avista, emphasized the synergy between PK Benelux’s innovative approach and the increasing market demand for effective self-care products. He expressed enthusiasm about their partnership, noting that Avista’s extensive experience in consumer healthcare will be instrumental in supporting PK Benelux’s upcoming growth initiatives.
Albert Peters, the CEO of PK Benelux, echoed this sentiment, elaborating on how this partnership marks a crucial milestone for the company. He highlighted their shared vision of enhancing consumer lives through innovative health solutions and expressed gratitude towards their loyal customers and partners. Peters will also reinvest significantly in the company, demonstrating his commitment to its continued success.
Alex Yu, a Partner at Avista, mentioned that this collaboration presents a unique chance to invest in a well-established brand with potential for considerable growth. He outlined plans to support PK Benelux's expansion in the Netherlands and throughout Western European markets.
Avista, recognized as one of the most active investors in consumer healthcare, has built a strong portfolio of investments, including multiple platform investments and acquisitions. The focus on collaborating with founders and enhancing their businesses has been central to their strategy.
The financial details regarding this partnership remain undisclosed, and the agreement is contingent upon the approval of relevant regulatory authorities. This venture is poised to position both Avista and PK Benelux at the forefront of a burgeoning market for high-value health products, promising an exciting future fueled by innovation and strategic collaboration.
In conclusion, as PK Benelux embarks on this new chapter with Avista, stakeholders and consumers alike can anticipate a significant evolution in the premium VMS products landscape, driven by a partnership that values quality and customer-centric solutions. As the health and wellness sector continues to grow in importance, this collaboration is anticipated to yield positive impacts, both for the companies involved and the consumers they serve.
Topics Health）
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