Holland & Barrett has opened a concession within a Morrisons supermarket for the first time, kicking off a new partnership between the two.
The concession opened in Morrisons’ Cheadle Heath store in Stockport this week, The Grocer can reveal. It will be followed by two more, in Norwich and Bradford, in the coming weeks, with plans to roll out further if they are a success.
Based on a store within a store principle, the concession occupies an aisle in the centre of the supermarket. It includes its own payment stations and will be staffed by a separate Holland & Barrett team.
It stocks dozens of Holland & Barrett’s own-label lines, including food and drink, vitamins, supplements and protein powders. H&B customers will also be able to click & collect orders from the store.
The move is Holland & Barrett’s latest foray into traditional supermarkets since restarting its rollout of concessions with Tesco in 2023.
The high street health and wellness specialist – which plans to open around 50 new UK stores by the end of 2025 – has been trialling concessions in locations such as garden centres, airports and in fashion chain Next over the past couple of years.
Last month it moved into convenience, by launching the first of a planned 125 new health and wellness bays in Co-op stores. It followed the launch of a major shop in shop partnership to list its products with dotcom player Ocado in January.
“This new partnership with Morrisons reflects our ambition to make Holland & Barrett’s trusted product expertise and innovation available for everyday customers,” said Holland & Barrett group CEO Anthony Houghton.
“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,” he added.
Giving shoppers “more reasons to shop at Morrisons” is a crucial part of CEO Rami Baitiéh’s turnaround plan. The new concessions offer the opportunity to improve its health and wellness offer.
“We are pleased to have launched our new Holland & Barrett concession in our Cheadle Heath store, marking the start of an exciting new partnership,” said a Morrisons spokeswoman, confirming the opening to The Grocer.
“We are looking forward to further openings in our Norwich store and our E5 store in Bradford in the coming weeks.”
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