Fourlis – What it plans to do in the health and wellness industry

The rapidly growing, but fragmented, market for health and wellness products is the Fourlis Group‘s third growth arm in retail, aiming for a double-digit market share.

Fourlis, led by Vassilis Fourlis, announced yesterday its strategic partnership with Holland & Barrett, the largest retail company in the Health & Wellness sector in Great Britain and one of the largest in Europe.

In the first phase, the opening of 4 Holland & Barrett stores is planned, mainly in Attica, and then there will be an entry in the market of Thessaloniki. The first stores are expected to open in the fall of this year, while the brand will be developed in Greece, as well as in Bulgaria and Romania.

Based on Fourlis’ design, a total of 40 stores will be opened in Greece, 60 in Romania and 20 in Bulgaria.

The development of the brand will not be based only on physical stores, as at the same time the digital channel will start operating based on the omnichannel strategy of the Greek group which it follows in the home equipment sectors with IKEA stores and sports goods with Intersport and Αthlete’s Foot.

Market value at 600 million euros

The domestic market value of wellness products is estimated at around 600 million euros per year, while it is an industry that shows signs of dynamic growth, with e-sales showing a significant increase.

According to a recent report by Convert Group, in July, August and September 2021, categories such as dietary supplements “ran” with a sales growth rate of 37% in value. This was followed by baby and children’s items with 31%, beauty and personal care products with 23% and health products with 20% (with pharmaceutical masks falling into this category).

Who is Holland & Barrett?

With more than 150 years on the market, Holland & Barrett is a UK retailer of vitamins, nutritional supplements, protein supplements and vegetarian and organic foods, ranging from herbal beverages and nut butter to quinoa snacks and snacks. has more than 1,600 stores in 18 countries and a turnover of over εκα 700 million.

The British company has a significant presence in countries such as the Netherlands, Belgium, China, Hong Kong, India, Saudi Arabia and the UAE. Among the countries that are active is Cyprus where there are 14 stores with the group C.A. Papaellinas to have the delegation there. It also has a fast growing online store.

Holland & Barrett has been a shareholder in L1 Retail since 2017, a group controlled by Russian billionaire Mikhail Fridman, to whom it was sold for 8 1.8 billion.