Department store chain Selfridges has partnered with Europe’s fastest-growing wellness platform to open a new concession in its Oxford Street flagship, Retail Week can reveal.
The upmarket department store chain has partnered with Healf and today (June 1) opened a new concession in The Foodhall at its London flagship, which will stock a “curated edit” of over 100 products across 23 brands spanning “nutrition, supplementation, sleep and recovery”.
Alongside the product edit, Healf will also launch an “exclusive rotating drinks fridge” at the concession, “designed to give Selfridges customers a direct, sensory introduction to the brands and ingredients that define Healf’s offer”.
The new concession represents Healf’s first foray into physical retailing. Founded in 2020, Healf currently has more than 550,000 customers and last year reported over £100m in revenues.
Selfridges food buyer Adrian Boswell told Retail Week that consumers are increasingly seeking out wellness products in the spaces where they already shop for fashion, food and homeware.
“We are excited to be collaborating with Healf. As leaders within the wellness industry, the brand aligns strongly with the expectations and lifestyle of the Selfridges customer,” he added.
Healf co-founder and chief executive Lestat McCree said: “Wellness has moved from a niche interest to a mainstream cultural priority and the consumers leading that shift deserve access to the very best products, with the expertise to back it up. Bringing Healf’s curation to Selfridges is about exactly that.”
No comments yet