
Holland & Barrett has promoted Anthony Houghton to be its group CEO, as it “accelerates” the next stage of its growth strategy.
Houghton – who has led the UK business as UK and Ireland CEO since 2024 – will take on the newly created role from October, the end of the company’s financial year. He will join the board alongside executive chairman Alex Gourlay, who will remain in post, albeit in a restructured role.
Alongside Houghton’s promotion, Holland & Barrett has announced the appointment of Vineta Bajaj as its new CFO. Bajaj will join from grocery e-commerce group Rohlik later this year, to replace Nick Allen, who will leave the business to “pursue new opportunities”.
Houghton’s appointment represented H&B’s “focus on stability and strong succession planning with a continued focus on the delivery of the company’s transformation strategy”, the company said.
He first joined H&B as group retail and property director from Wilko in 2018, and has also served as COO. He was promoted to group CEO, as revealed exclusively by The Grocer at the time, as part of a wider executive and business restructure in March 2024.
During that time he successfully led H&B’s turnaround and expansion plan, following owner LetterOne’s £700m debt buyout deal in November 2022.
It’s seen the retailer invest nearly £100m into opening or refitting the equivalent of one store a week throughout 2024 and 2025, as well as kick off a full-scale restructure of its e-commerce supply chain and complete relaunch of its food and drink offer.
Gross profits grew 10% in the year to September 2024, as a result of the “landmark investment”.
“I am delighted to have been offered the chance to take on the role of group CEO at Holland & Barrett,” Houghton said.
“It is with immense pride that I get the opportunity to lead a business with such a clear purpose: to support the health and wellness of our customers while fostering an environment where our colleagues and communities can flourish.
“What I’ve seen achieved by this business over the past seven years is a real testament to the incredible dedication and talent of our people. Their commitment every day, combined with the undoubted significant potential of the team, gives me great confidence that the investments we’ve made and the plans we’ve put in place will not only keep Holland & Barrett competitive in today’s market, but position us to lead for years to come.”






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