Holland & Barrett, the British retailer which can trace its roots back over 150 years, has appointed Lucky Generals as its lead creative agency, marking a new chapter in the brand’s ambitious transformation into a global “wellness destination”.
The appointment follows a competitive pitch process, with Lucky Generals selected to help shape a new brand platform.
With continued investment across stores, digital innovation, and international expansion, the retailer is setting its sights on becoming a true wellness partner, focused on helping its customers add quality years to life.
Lucky Generals will work alongside H&B to help craft a new creative direction that brings to life the company’s mission to offer holistic, accessible, and forward-thinking health solutions for every stage of life.
The agency will collaborate closely with True Story, H&B’s long-standing brand partner.
The move comes as Holland & Barrett launches its first flagship H&B experience store on Cardiff’s Queen Street, a milestone in the company’s £70m store transformation programme.
The experience store also offers health checks and blood testing through its partnership with Randox to identify concerns like high cholesterol, and an in-store H&B&Me pod will help customers to learn their biological age and discover healthy habits to support their long-term health and wellbeing.
International expansion also continues to evolve, with the Holland & Barrett brand presence in 21 countries, operating in over 300 H&B-owned and franchised standalone stores, stocked in more than 2,000 retailer locations and localised websites in 10 countries.
Holland & Barrett chief marketing officer Mark Singleton said: “This is a significant moment for us. As we evolve to become the go-to name in wellness, we wanted a creative partner who could match our ambition. Lucky Generals impressed us with their emotive thinking and collaborative spirit. We can’t wait to see where this partnership takes us.”
Lucky Generals chief creative officer Shelley Smoller and chief strategy officer Damien Le Castrec added: “We’re incredibly excited to start working with such an ambitious name in the wellness sector. This marks an exciting new chapter for the brand, and we can’t wait to bring bold, fresh creativity to pioneer a global reset in health and wellness.”
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