WHOLE FOODS MARKET WANTS GROCERY shopping at its natural supermarket chain to be associated with relaxation. It’s testing the waters with an unusual spa-within-a-food store concept.
Refresh–The Everyday Spa at Whole Foods Market opened last week in a store in Dallas, where the company is headquartered. The prototype is serving as a test bed for consumer acceptance of spas within grocery stores, before any rollout.
Looking to create a tranquil environment within the giant-sized suburban Whole Foods Market, the Refresh spa is enclosed with a soundproof lounge complete with fountains, several treatment rooms, and a private balcony where lunch is served.
The 4,500 square foot Dallas trial spa, like other stand-alone spas, offers a mélange of face and body treatments such as massages and facials, and has wellness consultants and nutritionists available by appointment for consultations. Also contained within the spa is a shop that sells treatment products, cosmetics, jewelry, shoes and organic, natural-fiber clothing.
