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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message