Pure Beauty

Holland & Barrett acquires fit-tech start-up Avie as it looks to expand beyond retail

By Amanda Pauley | Published: 5-May-2023

The health and beauty retailer will use Avie’s biometrics technology to create personalised wellness services for its customers

Holland & Barrett (H&B) has acquired start-up Avie as it looks to create personalised wellness services for its customers.

The UK retailer will integrate the fitness firm’s technology – which uses activity data and behavioural science to help users achieve their wellness goals – into its existing digital services.

The aim is to create “personalised wellness solutions” for its shoppers that go beyond retail.

“Avie’s simple nudges based on biometrics have shown real promise in helping its users to improve their lifestyles,” said Tamara Rajah, Chief Business and Science Officer at H&B.

“We want to become a trusted partner to help people achieve their health and wellness goals – and to do that we want to offer simple ways to test, track and improve their health, built on our 150 years’ experience in health and nutrition.”

As part of the deal, Avie co-founders Charlie Leggate and Kit Logan will join H&B’s Wellness Futures team to oversee the integration.

Avie founders Charlie Leggate and Kit Logan

Avie founders Charlie Leggate and Kit Logan

“Many people who want to be healthier constantly try to make positive changes, but the fit-tech market is not accessible to all,” commented Leggate. 

“We take a fresh approach by combining years of recorded health and fitness data with the details of a user’s lifestyle to create an entirely personalised experience.”

Logan added: “We have found a great home for our product at Holland & Barrett – a business with a real mission to make health and wellness a way of life for everyone.

“We are looking forward to working with the team to develop our thinking even further.”

It is a time of change at H&B, with the health and beauty retailer appointing former Starbucks executive Nick Allen its new CFO.

Former Walgreens exec Alex Gourlay has also been named Executive Chair to help the brand achieve its growth plans. 

The company is looking to expand after reporting its most successful Christmas trading period last year. 

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