Whole Foods is set to open a lifestyle concept store selling a range of clothing, housewares and other non-food items. In the words of Whole Foods marketing director Marci Frumkin:
"The development and incorporation of Whole Foods Market Lifestyle reflects the company's founding values into other aspects of life," said Marci Frumkin, marketing director, Whole Foods Market Southern Pacific Region. "Our core values include a commitment to sustainable agriculture, expanding the market for organic products, and utilizing wise environmental practices. The new lifestyle store is another example how Whole Foods Market leads by example within the context that the company knows best--educating consumers about organic foods, natural products, and ethical business practices."
The Lifestyle assortments range from organic blue jeans and recycled handbags to paints free of harmful volatile organic compounds (VOCs)--all providing options and education for a sustainable lifestyle. In addition, the store is being built using sustainable, and environmentally-friendly, materials including flooring, shelves, walls, paint, hemp curtains for the dressing rooms; and even reclaimed and reused furniture as displays or merchandise.
Whole Foods is a leader in this field, and has certainly earned the authority to pull off a brand extension like this in a way that is very natural and organic (sorry, couldn't resist). Launching in Hollywood is also a smart idea, as photos of savvy actors carrying Whole Foods merchandise will no doubt find their way in the US magazines of the world.