Holland & Barrett is eyeing garden centres as it continues the rollout of its small-format concessions.
The health and wellness retailer opened a new concession in independent garden centre Gates in Oakham, Leicestershire, this week, The Grocer reported.
The concession stocks a limited range of Holland & Barrett lines, including its core vitamins, health supplements and wellness ranges, as well as a limited range of fresh food, chilled drinks and ambient snacks.
The retailer is understood to be opening a second location at Pugh’s Garden Centre in Cardiff next month.
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The new openings come as the wellness specialist has been increasingly targeting smaller-format sites in secondary retail locations to reach new customers.
Last month, it unveiled the first of a new partnership with Next to stock 1,000 lines in three of the high street retailer’s stores. It already has a partnership with Tesco and travel concessions at WHSmith.
Holland & Barrett head of property Stephen Williams said: “At Holland & Barrett, we have made some exciting developments with our concession store formats this year, investing in trialling new formats and locations where we can reach new customers and bring our wellness solutions directly into the community and where they are already shopping.
“For launch, we’ve curated a range of our top products, offering own-brand ranges and leading brand products across food, sports nutrition and trending beauty, as well as offering innovative services with on-hand health and wellness advice from our team of expert trained colleagues.”
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