Holland & Barrett acquires FitTech start up Avie to strengthen wellness services

Holland & Barrett has acquired FitTech start-up company Avie as part of its strategy to "extend its reach beyond retail".

The health, wellness and beauty retailer will use Avie's technology to create personalised wellness solutions for its customers.

Founded by Charlie Leggate and Kit Logan, Avie uses health data and behavioural science to help users achieve their health and wellness goals.

As part of the deal, Leggate and Logan will join Holland & Barrett's wellness futures team to help integrate Avie into the retailer's digital services and solutions.

Tamara Rajah, Chief Business & Science Officer at Holland & Barrett, 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.

"Avie’s simple nudges based on biometrics have shown real promise in helping its users to improve their lifestyles and we are looking forward to working with Charlie and Kit to integrate this into our wider services and solutions.”

Kit Logan, Founder of Avie, said: “Avie finds the easiest changes for each user, delivered via actionable insights, timely nudges and realistic advice.

"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.”

The news follows the recent appointment of former Starbucks EMEA executive Nick Allen as Chief Finance Officer of Holland & Barrett, replacing Robbie Bell who held the role from July 2020.