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Parent Company: A.S. Watson Group

Brand Value: US$ 321

Headquarter City: Enschede

Category: Retail

Year formed: 1975

The Dutch company Kruidvat Holding was founded in 1975. Today, the Holding consists of drugstore chains in the Netherlands, Belgium, and the UK - including Kruidvat, Trekpleister, ICI Paris XL, and Superdrug. In 2002, Kruidvat was taken over by A.S. Watson Group. By 2019, the Kruidvat brand had a combined presence of about 1,200 stores and 15,000 employees in the Netherlands and Belgium. The company is known for its broad range of health and beauty products, as well as good deals in fashion accessories, textile products, CDs, toys, decorative household items, and photo services. Kruidvat’s assortment also includes atypical products for a drugstore, such as train tickets and hotel vouchers. All products combine a good quality with a very affordable price. Kruidvat’s brand communications feature red and yellow design, and consistently focus on low prices, discounts, and advantages. This is also reflected in Kruidvat’s longtime slogan “Always surprising, always a good price.” Over time, Kruidvat has added an online shop, as well as a loyalty program that primarily focuses on getting discounts or free articles. A.S. Watson Group.

Responsibility index: 100