Weight Watchers plans UK high street stores

Weight Watchers: campaign aims to modernise the brand
Weight Watchers: campaign aims to modernise the brand

Weight Watchers is planning to open high street shops and in-store concessions in the UK as part of its strategy to modernise the brand and create new revenue streams.

Different store concepts featuring a Weight Watchers fascia are currently being tested internally. The first shop could open this year if the right location is found.

Lindsay Reisser-Weston, vice-president of marketing, said the "fixed centres" would operate like a normal shop, open from nine to five, offer advice and host meetings. The stores will also sell Weight Watchers' products, expected to include food and drink lines from across its £330m retail brand, as well as branded weight-loss merchandise.

Weight Watchers has already started opening shops in the US. In Australia the brand is trialling stores within supermarkets.

In its bid to boost recruitment, Weight Watchers is also planning to hold "pop-up meetings" this year, hosted in venues such as supermarkets and shopping centres.

Reisser-Weston said: "We want to show people what we are really like – Weight Watchers isn’t just something your mum might do."

Weight Watchers kicked off a £28m ad campaign on Boxing Day to promote its new points plan, which it described as the biggest change to the global business in 15 years.

Read the full interview with Reisser-Weston.

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