Holland & Barrett opens shop-in-shops at Morrisons

Holland & Barrett is going to open a shop-in-shop in a Morrisons in Stockport (Greater Manchester). The health and beauty retailer will be given its own store aisle, with its own staff and a separate cash register. Openings in Bradford and Norwich will also follow within weeks.

Three planned (shop-in) shops

Holland & Barrett’s new CEO Anthony Houghton sees the test of three shop-in-shops as a way to bring his chain’s products to a wider audience. “This new partnership with Morrisons reflects our ambition to make Holland & Barrett’s trusted product expertise and innovation available for everyday customers“, The Retail Bulletin reports.

If the three test locations prove to be a success, the project will be rolled out further, Holland & Barrett says. The chain also already has about fifty shop-in-shops at Tesco and also sells its products on Ocado‘s webhop and, since last month, in 125 Co-Op stores.