First launched as a small, stand-alone naturopathic store in 1938, the Blackmores brand has come a long way. Now the 83-year-old family business is exploring new turf. It is launching its first Australian stand-alone store at Westfield Bondi Junction.
Well established as a household name here and overseas, Blackmores has always been committed to to natural wellbeing. “We’re true advocates of complementary healing through nature,” says Blackmores managing director, Dave Fenlon. “It’s something we’re very passionate about as a brand, and consumer appetite for bespoke healthcare is bigger now than it has ever been. Our aim is to provide personalised experiences for our customers. We’re here to offer advice and education so that they can start to really understand wellbeing.”
The store’s interior design reflects the company’s ethos. It features recycled materials and reclaimed wood. Clean lines, block colours and plenty of green foliage create an illusion of openness. The space feels uncluttered and easy to navigate, despite the numerous products and services on offer.
Alongside its full range of vitamins, supplements and other complementary health products, the new flagship also features a “Mindful Ocean”. It’s an interactive experience that claims to use sensors to detect brain activity, demonstrating how the mind interacts between levels of relaxation and active thinking. A fun gimmick, or something more? The jury’s still out on that one, but where it does succeed is in focusing the user on the idea of mindfulness, which is perhaps the ultimate aim.
Staffed by qualified naturopaths, the store also offers private consultations and “wellbeing checks”. There’s a wellbeing bar where customers can sample products such as Wild Blueberry Blend, Single Origin Cacao and Vitality Super Greens from the newly released Blackmores Superfoods range.
So is this the start of a new, retail-led chapter for Blackmores? “We’re delighted to open a store here in Sydney,” says Fenlon. “With a bit of luck, this’ll be the first of many throughout Australia and New Zealand.”