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.

Discussion

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

Latest

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
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer