Wellbeing retailer Healf has launched an on-demand delivery service in London with Deliveroo. The new partnership is part of the wellness company’s aim to reach $100m in revenue by the end of 2025.
Customers across the capital will be able to order from a range of premium holistic and health wellbeing brands for delivery within 20 minutes. These include Artah, Ancient + Brave, Bare Biology and Form Nutrition
Healf will use Deliveroo’s new virtual store concept, which launched earlier this year with Ann Summers and Maplin Electronics. The concept enables retailers to create fully-branded virtual storefronts within the Deliveroo app to offer customers an elevated consumer experience. Products are housed and delivered from Deliveroo HOP stores, although to the customer it will feel like they are ordering directly from Healf.
As well as increased discoverability on the app brands using the virtual store are able to offer an improved customer experience through tailored shopping journeys that reflect each brand’s unique identity, says Deliveroo. By integrating with Deliveroo HOP dark stores, retailers are also able to maintain seven day a week availability, even if their normal physical locations are closed.
Healthy growth for wellness
Healf recently closed a funding round and hopes to reach both new and existing customers through the on-demand channel of Deliveroo which has an average of seven million active monthly users.
Since 2024, Deliveroo has seen promising growth in the health and wellbeing category, with +238% growth year-on-year in the sale of vitamins and supplements, and +180% growth year-on-year of personal care items, according to the company.
Sam Baldwin, business-to-business lead at Healf, said: “At Healf, our mission has always been to empower wellbeing through providing access to the best brands in the world. With our ambitious targets of reaching $100M in revenue by the end of 2025, partnering with Deliveroo is an exciting step in our growth journey, helping us scale our impact and bring our carefully curated range to more customers, with faster fulfilment.”
Suzy McClintock, VP of new verticals at Deliveroo, said: “We’re excited to welcome one of the fastest-growing wellbeing brands in the UK onto the platform as we continue to expand our health and wellness offering. Deliveroo’s partnership with Healf means their carefully curated menu of high-quality products are available to more people, at a faster rate than ever before.”
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