Holland & Barrett opens concession in Morrisons amid continued retail expansion

Holland & Barrett has launched its first in-store concession with Morrisons, opening this week inside the supermarket giant’s Cheadle Heath branch in Stockport.

The health and wellness retailer plans to open two more concessions in the coming weeks - one in Norwich and another in Bradford - with the potential for further rollout.

The new concession occupies a full aisle within the store and includes a dedicated staffed till point operated by Holland & Barrett employees - allowing customers to shop with the support of expert staff in a convenient supermarket location.

Anthony Houghton, Group CEO at Holland & Barrett, said: "The opening of the Holland & Barrett concession inside Morrisons' Stockport Cheadle Heath store marks the first of a three-store launch, with a further two stores opening over the coming weeks.

"This new partnership with Morrisons reflects our ambition to make Holland & Barrett’s trusted product expertise and innovation available for everyday customers.

"Our continued growth into small format and concession sites with our selected partners is another positive step forward in our commitment to making health and wellness more accessible for everyone."

The Morrisons collaboration is just one of several strategic partnerships Holland & Barrett has pursued in recent years.

In January, it teamed up with Ocado to offer a curated selection of its products online, followed by a partnership with Co-op in August, which saw Holland & Barrett's wellness range launch across 125 Co-op stores.

Additionally, the retailer is extending its footprint through new concessions with NEXT in 2024, aiming to reach new audiences in high street locations.

These initiatives come as competition intensifies in the UK’s beauty and wellness sector. In response, Holland & Barrett also recently launched a major transformation of its beauty category, embracing a holistic "inside-out" approach to redefine beauty - focusing on both external results and internal wellbeing.

This evolved beauty strategy was piloted in six stores from June to August, where trial locations saw an average 7% increase in beauty revenue compared to the wider store estate -  a promising sign of the initiative’s potential.