Holland & Barrett has announced a new concessions partnership with Morrisons, adding to the existing shop-in-shop programme it has with supermarket giant Tesco.
The first concession in the partnership has opened today in Morrisons Stockport Cheadle Heath store, and features a full Holland & Barrett branded aisle.
The concession will be stock and manned at the till point by Holland & Barrett staff.
Holland & Barrett said it would open two further concessions in Morrisons stores in the coming weeks in Norwich and the E5 store in Bradford.
The retailerās group chief executive Anthony Houghton said: āThe opening of the Holland & Barrett concession inside Morrisonsā Stockport Cheadle Heath store marks the first of a three-store launch, with a further two stores opening over the coming weeks. This new partnership with Morrisons reflects our ambition to make Holland & Barrettās trusted product expertise and innovation available for everyday customers.
āOur continued growth into small format and concession sites with our selected partners is another positive step forward in our commitment to making health and wellness more accessible for everyone.ā
The move represents Holland & Barrettās latest foray into supermarket concessions, having first begun a rollout of the format in partnership with Tesco in 2023.
The retailer has also been trialling concessions in locations such as garden centres, airports and with fashion retailer Next.
It has also moved into convenience, with the launch of the first of a 125 planned new health and wellness bays in Co-op stores last month.
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