{"id":128389,"date":"2026-09-07T12:53:47","date_gmt":"2026-09-07T10:53:47","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=128389"},"modified":"2026-09-07T12:53:47","modified_gmt":"2026-09-07T10:53:47","slug":"naturitas-european-expansion","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2026\/09\/07\/naturitas-european-expansion\/","title":{"rendered":"Nicola Lavarino (Naturitas): \u201cWe aim to become a major player in Europe\u201d"},"content":{"rendered":"

After moving to a new warehouse and getting the new operation up and running, Naturitas<\/strong> is now looking ahead to further growth and international expansion. <\/span><\/p>\n

The online retailer specialising in natural products, health and wellbeing now operates in 24 countries. In 2026, it expects turnover to rise well above \u20ac100 million and plans to enter six new markets. <\/span><\/p>\n

We speak to Nicola Lavarino<\/strong>, CEO of Naturitas, about changing consumer habits, the company\u2019s own brands and how artificial intelligence is being used in e-commerce.<\/span><\/p>\n

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From left to right: Oriol Urrutia, co-editor of Bio Eco Actual; Nicola Lavarino, CEO of Naturitas; and Enric Urrutia, director of Bio Eco Actual, at Naturitas\u2019 headquarters in Sant Cugat del Vall\u00e8s (Barcelona).<\/figcaption><\/figure>\n

How is this year going for Naturitas?<\/b><\/span><\/p>\n

After last year\u2019s warehouse move<\/a>, it took us longer than expected to get our service back to normal. We thought the transition would be simple, but the start was difficult. The operation has now been stable for several months and we are back to full service. That means we can look ahead again. We want to expand and become a major player in Europe.<\/span><\/p>\n

Where do you see the greatest potential for growth?<\/b><\/span><\/p>\n

Spain and Portugal are still our main focus, and we believe there is plenty of room to grow there. We also see opportunities in large European markets such as France, Germany and Italy. We still have work to do in these countries, particularly on service and catalogue. <\/span><\/p>\n

In Germany, for example, our catalogue is not yet well enough adapted to local customers. When they visit the site, they see an international retailer with international and Spanish brands, but not many local ones. We are working to broaden the catalogue and improve the service, both in transport and delivery times.<\/span><\/p>\n

\"Nicola
Nicola Lavarino, CEO of Naturitas, at La Plaza Eco during the Alimentaria trade fair in March 2026.<\/figcaption><\/figure>\n

Your operations are centralised in Castellbisbal, Barcelona.<\/b><\/span><\/p>\n

For now, yes. We serve all 24 countries from Castellbisbal. We are also looking at whether an intermediate or local warehouse could improve service in some markets. It is an option, but we still need to assess whether it would work.<\/span><\/p>\n

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\u201cWe want to expand and become a major player in Europe\u201d<\/p>\n<\/div>\n

Who are your main competitors in Europe?<\/b><\/span><\/p>\n

In Spain, we are by far the largest specialist operator, and we are proud of that. Across Europe, competition is much stronger, especially in France and Germany. Even defining a competitor is not straightforward in our sector. We compete with online pharmacies and parapharmacies, which sell categories we do not, while we have a food range they do not offer.<\/span><\/p>\n

What do consumers look for when they visit Naturitas?<\/b><\/span><\/p>\n

Some customers choose us because our catalogue is clearly focused on natural and organic products, and we can stand behind that. It also matters that we are not a marketplace. On large marketplaces, the platform often acts as a shop window and the product is sold directly by the manufacturer. We buy the products ourselves, which gives us more control and allows us to guarantee their quality.<\/span><\/p>\n

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