Retail therapy

More and more retailers are selling wellbeing homewares, whilst also addressing the global sustainability call with environmentally friendly materials .... and it's working.

Wellness & Sustainability
A recent survey showed that 80% of consumers regard sustainability as important and that 70% of them would pay an additional 35% for sustainable products. Furthermore, over half of overall consumers are willing to change their shopping habits to reduce environmental impact.

Interestingly, Primark have targeted a non-corporate retail environment at Boxpark Shoreditch for its first pop-up store to mark the launch of their "Wellness collection", a wellbeing, sustainable offering set within a relaxed lifestyle store. The space feels drastically different from a typical Primark store, occupying 1500 sq. ft. It is a roomy, natural environment with neutral hues, paper packaging, plants and wooden displays. Products include `be good to yourself' merchandise, succulents, spa items made from organic cotton, and recycled/sustainable materials. It is a conscious effort by Primark to diversify its product segmentation further into homeware with a widened product portfolio, but more significantly it is an attempt to add sustainability to the Primark brand. 

Wellbeing products
M&S Home are stepping into the wellness space with a `Calm' home fragrance collection including candles and ointments; some homeware retailers such as Oliver Bonas are going beyond `traditional' items to capture niche markets. This has given rise to uncommon items on shop shelves such as crystals and dream journals to support wellness, whilst also supporting sales.

Non-traditional homeware operators are also moving into the space: Aldi's competitive move into home accessories boosted sales to sell-out levels for its £3.99 replica Jo Malone London candles, and it recently expanded its homeware portfolio to include furniture. Aldi's portfolio also goes deeper than some within the wellness space: the budget grocer has received brand boosting press by selling weighted blankets to combat anxiety in foreign markets.

Weighted blankets are 8lb+ heavy blankets, reported to have stress, anxiety and insomnia combating qualities. These are rising in popularity, and smaller market entrants like Gravity are capturing sustainability and wellness needs in this segment with "100% organic cotton" and "environmentally conscious production".

Space Utilisation 
Some stores are successfully blending wellness products, sustainability and a stress-free environment. Lush is a good example of this: it merges inviting space, store and product exploration, seating for dwell, a relaxed environment, and a sustainable ethos. If created correctly, homeware retailers can create a sense of calm, with the contents of "what makes a house home" to convert to sales. Skincare specialist Aesop have used their space in Sydney to create calm by setting the store further from the pavement to "acknowledge their transition into a calmer space".

Experiential retail was the first step away from standard ‘shelves and shop’ models to an engaged retail concept; with ailing sales densities on the high street, this could be the perfect opportunity for retailers to use their space as a wellbeing environment to encourage shopper dwell and create the perception of a sanctuary or nurturer, over a store.

Retailers need to understand that the opportunity is larger than just the growing retail segment; it provides a seismic opportunity for growth, enhanced CSR, re-branding and excess space utilisation for brand advantage.

Kitty Soos