Buy Women Built has unveiled a “bold takeover” of Whole Foods Market’s flagship London store window, showcasing more than 100 female-founded brands.
The activation, which was unveiled this week and will be live for one month, aims to shine a spotlight on female entrepreneurs, coinciding with International Women’s Day on 8 March.
The High Street Kensington store has been transformed with video displays featuring the women behind various fmcg brands, including Little Moons co-founder Vivien Wong, PerfectTed co-founder Marisa Poster and Bio&Me co-founder Megan Rossi.
The installation aims to bring their founder stories to life, “celebrating their grit, innovation and impact, and inspiring the next generation of female entrepreneurs”, according to Buy Women Built.
Additionally, special signage has been rolled out across Whole Foods Markets’ stores to help shoppers discover female-founded brands.
The campaign reflected Whole Foods Market’s ongoing commitment to championing diversity and increasing visibility for women-led businesses, said Buy Women Built.
Creating visibility
“By partnering with Buy Women Built and bringing these founders to the forefront of our Kensington windows and across all six of our UK stores, we’re creating meaningful visibility for the women shaping the future of food and wellness,” said Whole Foods Market executive leader of purchasing Jade Hoai.
“We’re proud to provide a platform that not only celebrates their stories but also inspires the next generation of female entrepreneurs,” Hoai added.
Buy Women Built founder Sahar Hashemi added: “Visibility changes everything. When customers can see the women behind the brands – their faces, their stories, their journey – it builds connection and drives meaningful support.”
Last week, Tesco rolled out Buy Women Built-branded shippers to 100 stores, stocked with products from three female-founded brands: Bio&Me, Pip & Nut and Fearne & Rosie.
Fearne & Rosie experienced its “highest-ever sales day on day one of the shippers being in store”, the brand’s founder Rachel Kettlewell told The Grocer.
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