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Holland & Barrett snaps up FitTech start-up Avie

Holland & Barrett snaps up FitTech start-up Avie

Holland & Barrett has announced its acquisition of fitness technology startup Avie as the health and wellness retailer looks to provide customised wellness solutions.

As part of the deal, Charlie Leggate and Kit Logan, who co-founded Avie, will join Holland & Barretts Wellness Futures Team to integrate Avie’s technology into Holland & Barrett’s digital services and solutions.

The news comes as Holland & Barrett focuses on expanding beyond retail and plans to provide customised wellness solutions. The British retailer has also launched a flagship storefront on Chinese ecommerce site Tmall as it continues to expand its presence globally.

Avie is backed by investment firm Entrepreneur First, which utilises health and activity data and behavioural science to help users achieve their health and wellness goals.

Holland & Barrett chief business & science office Tamara Rajah said: “We’re delighted to welcome Charlie, Kit and Avie to Holland & Barrett.

“We want to become a trusted partner to help people achieve their health and wellness goals – and to do that we want to offer simple ways to test, track and improve your health, built on our 150 years’ experience in health and nutrition.”

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Logan, who had been previously recognised for his work by Apple’s 20 under 20, The Times, and The Evening Standard, said: “We’ve found a great home for our product at Holland & Barrett, a business with a real mission to make health and wellness a way of life for everyone, and we’re looking forward to working with the team to develop our thinking even further.”

Leggate, who had also been recognised as one of the Sports Industry’s NextGen 30 under 30, said: “We take a fresh approach by combining years of recorded health and fitness data with the details of a user’s lifestyle to create an entirely personalised experience.”

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