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UK-based health and beauty retailer Holland & Barrett has entered an agreement with retail and consumer goods company FOURLIS Group to expand its presence in Europe.

As part of the strategic partnership, FOURLIS Group will open 120 Holland & Barrett stores in Greece, Romania and Bulgaria.

By the end of this year, the company will open Holland & Barrett’s first stores and launch its website in the three countries.

Holland & Barrett chief commercial officer Alex Dower said: “We’re excited to be making wellness a way of life for even more people by bringing Holland & Barrett’s range of products and world-leading expert advice to new customers in Greece, Romania and Bulgaria through our strategic partnership with FOURLIS Group. 

“We are already the go-to health and wellness destination for customers in all our overseas markets, so we’re confident our multi-channel offer in Greece, Bulgaria and Romania will prove to be just as popular.”

FOURLIS Group operates brands such as Ikea, Intersport and Athlete’s Foot in Greece and the Balkans, Cyprus, Bulgaria, Romania and Turkey.

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By GlobalData

The partnership with Holland & Barrett is in line with its goal to strengthen its position within the health and wellness sector in Greece, Romania and Bulgaria.

FOURLIS Group board, executive member chairman Vassilis Fourlis said: “We are especially excited that our new activity will be through a strategic regional partnership with Holland & Barrett, one of Europe’s largest retailers in the sector of health and wellness.

“Our common vision will bring to the consumer innovative products and personalised advice through an extended omnichannel network of physical stores and online sales.”

Holland & Barrett sells its products both in stores and online in 18 countries.

Earlier this month, the company announced it would deploy Fourth’s workforce management technology to streamline full employee lifecycle management.