Natural health and well-being retailer Neal’s Yard Remedies is to ramp up its expansion programme to give it 50 stores by 2010.

The retailer, which has 31 stores at present, will open a further 10 this year. It has secured London sites at St John’s Wood, Islington and King’s Road and is eyeing further locations in the Southeast.

Neal’s Yard managing director Jonathan Hook, who was brought in from Orange in January to execute the roll-out, said the button has been pushed on expansion and “the UK could house between 70 and 80 stores”.

The retailer started out in London’s Covent Garden in 1981 and Hook said the brand has grown organically so far. “The brand has been very successful in building loyal customers, but we now have the funds to drive more dynamic growth,” he said.

Organic farmer Peter Kindersley, who co-founded publisher Dorling Kindersley, bought a controlling stake in Neal’s Yard in 2005. Hook said: “Peter is driving growth both in new organic products and store expansion.”

Neal’s Yard, which focuses on providing organic health and beauty as well as natural remedies, will also expand its therapy rooms and educational business alongside the retail arm. “Many customers come to us for more than just buying products, so it makes sense to grow our offer,” said Hook.