The 5,000 sq ft store opened in December last year ­ the fifth in the rapidly expanding Fresh & Wild chain which is so far London based. (Another outlet has since been added in Stoke Newington.) With a juice bar, natural remedy section, serveover counter for hot food, desserts, and cheese and bread, as well as traditional groceries, it is making its mark in the fashionable lifestyle corridor that encompasses the fitness centre and assorted chichi boutiques. Third Space links through to the store via both the juice bar ­ opening into the Third Space lobby ­ and the natural remedies department which opens into the centre's therapy section. Relaxed consumers, fresh from their workout or treatment, can pick up aromatherapy products, chemical-free cosmetics, and vitamin and mineral supplements along with their shopping. Strategically placed in the remedies area is a couch for shoppers to sample the reading material. Fresh & Wild Group's chief executive Bryan Meehan sees it as one step ahead of high street health food stores. "We actively recruit friendly, knowledgeable staff and train them to be able to offer advice," he says. Many staff are complementary therapy practitioners. About 90% of Fresh & Wild's food is organic, but organic status doesn't automatically mean a product gets stocked; every line has to satisfy strict taste criteria. Of the 10% of lines that are not organic, most products fulfil special dietary needs, such as gluten free, or offer something not easily obtainable. Across all categories the chain encourages suppliers to convert to organic. But Meehan says the store is not just an organic retailer. "We're aiming to be an exciting, alternative food store. We want to do fresh food well, to merchandise it in a colourful, abundant way. That's how we differentiate ourselves from say, Sainsbury and Tesco." In store, fruit and vegetables are piled high for maximum visual impact and there is a fresh bread counter. The shop ­ particularly the juice bar ­ is also positioned as a neighbourhood focal point. "We're trying to be what local greengrocer and baker shops were 20 years ago," says Meehan. "We want to be seen as a meeting place, not just a health food shop. That's why we go to town on theatre and colour." Signage is informative and friendly in tone and leaflets offer additional information. Fresh & Wild uses local producers where possible to address issues to do with seasonal supply and food miles, and photos and biographies of suppliers decorate the walls. About 1,500 customers walk through the door every day. Lunchtime is busy and the store stays open until 10.30pm from Monday to Saturday. And while other categories may bring bodies through the door, it's grocery that accounts for the largest proportion of sales. Meehan says the aim is to rival the big names on value. "We're deliberately competitive on price on key items ­ within a certain percentage of Sainsbury down the road ­ and we can't be too expensive." He also points out that the staff to customer ratio is probably double that of the big supermarkets. And Meehan is thoroughly satisfied with the store's progress so far. "We've delivered what we said we were going to," he says. "I'm happy." {{SPOTLIGHT }}