Natura Market

Natura Market is a Canadian online retailer focused on natural, health-oriented, and wellness-related consumer products. The company is headquartered in Mississauga, Ontario, and serves the Canadian market by offering products from a range of Canadian and American brands. Its assortment spans natural and specialty foods, dietary and wellness products, personal-care items, and household goods. The business is positioned as a convenient digital channel for consumers seeking products associated with clean-label, natural, specialty-diet, and health-conscious purchasing. The company was founded in 2016 by Shakzod Khabibov. From its early development, Natura Market operated as an e-commerce business rather than as a conventional store-based supermarket chain. Its range has included American brands that are not always broadly available through Canadian retail channels, including Nutpods, Kettle & Fire, Siete Family Foods, and Primal Kitchen. This cross-border assortment has been an important part of its role in the Canadian natural-products market. Natura Market is also identified as Whole30-approved, aligning the retailer with consumers following structured dietary programs and seeking products compatible with specific nutritional preferences. The company's model combines online merchandising, delivery, and curated product selection rather than relying primarily on a proprietary manufacturing portfolio. As a result, its brand identity is closely connected to product discovery and access to specialty wellness products. The COVID-19 pandemic and associated lockdowns and stay-at-home measures accelerated Natura Market's growth as more consumers purchased groceries, wellness products, and household goods online. For the twelve-month period ending September 30, 2021, the retailer was reported to have generated $19 million in revenue. That figure reflects a specific historical reporting period and should not be treated as a current revenue estimate. In October 2021, Natura Market sold a majority stake to Freshii Inc., a Canadian healthy fast-casual restaurant company. The transaction linked Natura Market with a broader health-oriented consumer business. Freshii founder and chief executive Matthew Corin became chair of Natura Market's board, while Khabibov retained the presidency and continued operating the company. In August 2024, Revive Superfoods acquired Natura Market. The acquisition placed the retailer under the ownership of another Canadian company active in the health and convenience-food sector. Publicly available reference material does not establish a separate current website, ticker, or detailed post-acquisition operating structure for Natura Market.

Natura Market was established in 2016 by Shakzod Khabibov as a Canadian e-commerce retailer serving consumers interested in natural food, wellness products, personal care, and household goods. Based in Mississauga, Ontario, the company developed around online distribution and curated assortment rather than a large physical-store network. Its selection has included products from both Canadian and American brands, giving Canadian shoppers access to specialty items that may have limited availability through conventional retail channels. The retailer has carried brands such as Nutpods, Kettle & Fire, Siete Family Foods, and Primal Kitchen. These brands reflect the company's focus on natural foods, alternative dietary preferences, and health-conscious consumption. Natura Market has also been described as Whole30-approved, an association relevant to customers following the Whole30 dietary program and to the wider specialty-diet market. The COVID-19 pandemic became a major growth period for the business. Lockdowns and stay-at-home orders increased consumer reliance on e-commerce for groceries, wellness products, and household necessities. Natura Market benefited from this shift, and reported revenue reached $19 million for the twelve-month period ending September 30, 2021. This performance formed the backdrop to a change in ownership later that year. In October 2021, Natura Market sold a majority stake to Freshii Inc., a Canadian healthy fast-casual restaurant company. The transaction expanded Freshii's exposure beyond restaurants and into online retail for health-oriented consumer products. Matthew Corin, Freshii's founder and chief executive, became chairman of Natura Market's board. Khabibov remained president and continued to run the retailer, preserving founder involvement after the transaction. The next recorded ownership change occurred in August 2024, when Revive Superfoods acquired Natura Market. The acquisition brought the online retailer into the Revive Superfoods organization. Available reference material does not provide sufficient detail about the transaction's consideration, integration plans, changes to management, or the retailer's current commercial scale. Natura Market is therefore best understood as an active Canadian health and wellness e-commerce retailer whose development has been shaped by specialty-product merchandising, pandemic-era online demand, and successive acquisitions.

• 2024

  Acquired by Revive Superfoods

  [1]Natura Marketen.wikipedia.org

  Revive Superfoods acquired Natura Market in August 2024.

• 2021

  Pandemic-era growth reported

  [1]Natura Marketen.wikipedia.org

  The retailer benefited from increased online shopping during COVID-19 lockdowns and stay-at-home measures. Revenue for the twelve months ending September 30, 2021, was reported as $19 million.

• 2021

  Freshii acquires a majority stake

  [1]Natura Marketen.wikipedia.org

  Freshii Inc. purchased a majority stake in Natura Market. Matthew Corin became board chairman, while Shakzod Khabibov remained president.

• 2016

  Natura Market founded

  [1]Natura Marketen.wikipedia.org

  Shakzod Khabibov founded Natura Market as a Canadian online retailer for natural and wellness-oriented products.

An online Canadian destination for natural, specialty-diet, wellness, personal-care, and household products, emphasizing convenient access to curated brands and products for health-conscious consumers.

• Food retail

  Natural and specialty foods

  Natura Market's food assortment centers on natural, specialty, and health-oriented grocery products sold through its e-commerce channel. The range is designed for shoppers seeking alternatives to conventional grocery products and includes offerings from selected Canadian and American brands.

• Health and wellness retail

  Wellness and dietary products

  The retailer offers products associated with wellness and specialized dietary preferences. Its Whole30-approved positioning connects the assortment with consumers following structured nutrition programs and looking for products that fit particular dietary requirements.

• Personal care

  Personal-care products

  Personal-care products form part of Natura Market's broader natural-living assortment. These products extend the retailer's offer beyond food into everyday wellness and self-care purchases.

• Household retail

  Household products

  Natura Market also carries household products within its online health and wellness proposition, allowing customers to purchase selected natural-living and home-use items alongside food and personal-care products.

• 2024

  Acquisition by Revive SuperfoodsM&A

  Background

  After operating under Freshii's majority ownership, Natura Market became the subject of another ownership change in 2024.

  Action taken

  Revive Superfoods acquired Natura Market in August 2024.

  Aftermath

  Natura Market became part of Revive Superfoods. Publicly available reference material does not describe the transaction value, integration arrangements, or subsequent management structure.

  Source

• 2021

  Sale of majority stake to FreshiiM&A

  Background

  Natura Market experienced growth during the pandemic and reported $19 million in revenue for the twelve months ending September 30, 2021. In October 2021, it entered a majority-stake transaction with Freshii Inc.

  Action taken

  Freshii acquired a majority stake. Matthew Corin became chairman of Natura Market's board, while founder Shakzod Khabibov continued as president and remained responsible for operating the company.

  Aftermath

  The transaction connected Natura Market with Freshii's broader health-oriented consumer-business portfolio. The available reference does not specify the purchase price or other financial terms.

  Source

1. 1Natura Marketen.wikipedia.org