Holland & Barrett has lifted the curtain on a new shop concept called More – a significant update on the retailer’s present format.

NBTY Europe boss Peter Aldis on Holland & Barrett's new concept

The first store, opened in Chester yesterday, boasts around 1,000 Free From products as the retailer ups it focus on consumers with allergies and food intolerances.

Fifty similar stores are planned in the UK over the next two years. The new Free From range is also being made available through the company’s website.

The Chester More store replaced an existing Holland & Barrett shop in the town. NBTY Europe boss Peter Aldis told Retail Week that many of the More stores will replace its original shops.

Aldis denied any suggestion that the More concept was simply a refresh of Holland & Barrett. “I think it’s a leap,” he said. “To say it’s just a refresh would be grossly unfair to the business and the brand. I think it’s much, much more than an extension.”