Health and wellness retailer Healf has established a “virtual store concept” on Deliveroo, to deliver customers a range of premium branded products in as little as 20 minutes.
Healf’s range will be stocked and delivered from Deliveroo’s network of Hop dark stores.
The arrangement means the retailer can “maintain seven-day-a-week availability” as well as “extend their operational hours beyond those of their physical locations”.
The online-only retailer – which recently closed a fundraising round for an undisclosed “multimillion-dollar” amount – joins Ann Summers and Maplin Electronics in adopting the Deliveroo virtual storefront model.
The deal represents the first move by Healf – which has 325,000 customers and says it is on track to post $100m in revenue by the end of this year – into on-demand delivery.
“The new partnership will enable Healf to reach new and existing customers through an additional channel, tapping into Deliveroo’s seven million average active monthly users,” Deliveroo said.
Brands using the virtual store format benefit from “enhanced discoverability” on the app and an improved customer experience through “tailored shopping journeys that reflect each brand’s unique identity”.
“The customer experience is designed to feel like they are ordering directly from the Healf brand, even though the order is fulfilled by Deliveroo’s Hop sites,” Deliveroo said.
The health and wellness category has grown considerably on the aggregator app in recent months. Since 2024 Deliveroo has seen 238% growth year on year in the sale of vitamins and supplements, and 180% growth year on year in personal care item sales.
“We’re excited to welcome one of the fastest-growing wellbeing brands in the UK onto the platform as we continue to expand our health and wellness offering,” said Suzy McClintock, VP of new verticals at Deliveroo. “Deliveroo’s partnership with Healf means their carefully curated menu of high-quality products are available to more people, at a faster rate than ever before.”
Healf was founded in 2020 by brothers Lestat McCree and Max Clarke. Initially an online marketplace, the retailer has since become what it claims is the UK’s fastest-growing wellbeing company.
“At Healf, our mission has always been to empower wellbeing through providing access to the best brands in the world,” said Sam Baldwin, business to business lead at Healf. “With our ambitious targets of reaching $100m in revenue by the end of 2025, partnering with Deliveroo is an exciting step in our growth journey, helping us scale our impact and bring our carefully curated range to more customers, with faster fulfilment.”
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