Estonia’s most popular health products webstore Medifum.ee partners with European Medical Group for expansion into new markets

European Medical Group (EMG) OÜ and Commerce Trading OÜ established a joint venture Medifum Group OÜ, which acquired the trademark and sales channels of Medifum.ee, Estonia’s most popular online store for personal protective equipment and health products.

The established joint venture Medifum Group OÜ was registered on 30 November 2020 and the official transfer of the brand and sales channels took place on 1 December 2020. The members of the company’s Management Board are Indrek Rahumaa, Erik Rattasepp, Kristjan Täht and Martin Sarap.

“With this initative we want to strengthen Medifum.ee’s market leader position as a seller of personal protective equipment and health products in Estonia and also after the planned expansion in Latvia, Lithuania, Finland and other European Union countries. We work with a number of internationally renowned medical device manufacturers and we have many products which we either manufacture ourselves or are official importers and distributors. Therefore we can offer the best price on the market and fast delivery times. Our products are certified and meet the standards and quality requirements of the European Union,” commented Indrek Rahumaa, Chairman of the Management Board of European Medical Group.

“We have worked with the Commerce Trading team throughout the Covid-19 crisis. We value their skills and high level expertise in online commerce platforms, and we want to open online stores for personal protective equipment and health products under the Medifum brand in all markets where our group companies and sales offices already operate. Although the main focus at the moment is on the sale of personal protective equipment and hygiene products needed to fight the virus, in the long run we want to focus on products that help people prevent viral diseases – thanks to good health, strong immunity and a healthy mind,” added Kristjan Täht, Member of the Management Board of European Medical Group.

“According to the agreement signed in November, the establishment of the joint venture was necessary in order for Medifum.ee to have a sustainable future not only in Estonia but also in Europe. Our thoughts and vision overlapped in a way that allows us to continue cooperating through a jointly established company,” commented Erik Rattasepp, CEO of Commerce Trading OÜ.

European Medical Group (EMG) specializes in the production, distribution and sale of medical devices and personal protective equipment. The company has sales offices in the USA, Hong Kong, the Netherlands, Poland, Italy, Spain, France, Germany, Austria and the Czech Republic. European Medical Group belongs to the same international group as the textile companies European Lingerie Group (ELG), Lauma Fabrics, Lauma Medical, Felina and Dessus-Dessous. The group operates in more than 55 countries, with an annual turnover of nearly 80 million euros (2019).

Commerce Trading OÜ has been operating in the field of e-commerce since 2018, having started by merging two digital agencies. The company currently has 17 e-shops in different fields and by the end of 2021 there will be more than 25 specialized e-shops. The company imports, manufactures and sells more than 700,000 different products in Estonia and Europe. As an exporting company to China, future plans also include the brokerage of goods from local producers on the Chinese market.

Medifum.ee sells medical and health products, being the most popular web platform in Estonia in its field.

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European Medical Group (EMG) OÜ and Commerce Trading OÜ established a joint venture Medifum Group OÜ, which acquired the trademark and sales channels of Medifum.ee, Estonia’s most popular online store for personal protective equipment and health products.

April 22, 2020