UK-based supermarket chain Waitrose is known for offering premium products at an accessible price point and its newest initiative -- a program of in-store yoga classes -- aims to elevate the retailer into an evolving lifestyle brand.
The in-store yoga classes will cost Waitrose customers just £7 per session and will be geared toward all fitness levels. In an effort to be more wellness-focused, the retailer will host its yoga sessions in select locations across the UK, with the help of certified instructors.
This new initiative follows up the retailer's new 'Good Health' label which offers a variety of nutritious food and beverage options. "In addition to eating well, (our consumers) can now relax and enjoy the benefits of yoga in selected Waitrose stores while meeting new people,” said Moira Howie, nutrition manager at Waitrose, while emphasizing the increasing importance of wellness among the brand's core demographic.
Image Credit: European Supermarket Magazine