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New store as Windfall Natural aims for omnichannel leadership in wellbeing sector

Independent wellbeing retailer Windfall Natural has moved to a new site, and introduced a new store design as part of its plan to become an omnichannel leader in the sector.

Founder Daniel Hunt launched Windfall Natural in 1997, at a 18.5 sq m (200 sq ft) store On Turnham Green Terrace in London. The store has now moved to a 93 sq m (1,000 sq ft), which is located just 100m away.

The new store has been designed by Dalziel & Pow, and is intended as a flagship branch for the expanding brand. A new corporate identity has been designed by Barcelona-based agency Prisma.

The larger space allows Windfall Natural to offer an extended range, and to engage in more product storytelling while hosting regular events. It is planning to build on its local reputation and loyal customer base.

Housed in a prominent double-fronted unit close to Chiswick High Road, the traditional store exterior features silver grey awnings which frame an open view of the inviting interior. High stock levels create a visual impact and emphasise the store’s depth of knowledge, evoking the atmosphere of a traditional apothecary.

Spot lighting, using recycled industrial pendants, focuses on key product features, while plants add a softer element. Low-tech, personal communication uses handwritten blackboards and timber light boxes to help shoppers navigate.

Timber merchandising racks in the central area of the store can be wheeled aside for events, with a kitchen table providing a focal point for consultations and gatherings. The Windfall Natural Clinic will open in early 2019, offering in-depth health advice and a range of diagnostic services including blood tests, micobiome assessment, and allergy testing.

Dalziel & Pow describes the store as epitomising ‘new retail’ – which is personalised, connected, relevant, useful and hospitable. Windfall Natural also seeks to reflect key changes in the health and wellbeing landscape, which has become less pharmaceutical and more lifestyle-based.

“The reaction from old and new customers alike has been incredible,” says Daniel Hunt. “The social space is just as we imagined, our customers are spending time talking to our nutritionists – seen prominently through the shop window it’s also a great way of visually communicating what we are all about. As the retail landscape continues to evolve we’ve focused on service and we believe that it will enable us to remain competitive going forward.”

“The brand has potential to grow beyond this launch with web and clinic services that can spread its influence. Hopefully this is only the beginning of a very exciting journey,” adds Dalziel & Powcreative director David Dalziel.

The Small Design Agency worked on the fitout of the store.