Elle Macpherson's WelleCo opens New York flagship

By

Gabriella Lacombe

Published
Sep 20, 2018

The dietary supplement company co-founded by model Elle Macpherson and Andrea Horwood, WelleCo, opens its first U.S. flagship store in New York City's SoHo neighborhood on Friday. 

Designed in partnership with Melissa Shepherd and NY architects Tacklebox, the new store will offer in-house consultations with nutritionists, a tasting bar, demonstrations by chefs, along with products like plant protein powders and herbal teas. 

New York, along with California, is one of the Australian-based brand's biggest American markets, with over 50 percent of the company's overall sales coming from the U.S. The brand will continue to make headway in the market by partnering with Sephora in October and opening a Los Angeles flagship in 2019.

Earlier this year, WelleCo entered into its debut U.S. retail partnership with Barneys New York to put the four-year-old brand's plant-based, vegan nutritional powders onto American shelves for the first time.

This new physical expansion into the American retail landscape marks WelleCo's next step in profiting from what the Global Wellness Institute reports to be a $3.7 trillion health and wellness industry. 

WelleCo is currently available in over 190 retailers in 93 countries.

The brand's New York flagship can be found at the corner of Crosby and Broome Streets.