// Holland & Barrett acquires FitTech start-up Avie
// The retailer will integrate the technology to create personalised wellness solutions
Holland & Barrett has acquired fitness technology firm Avie as part of its strategy to extend its services beyond retail.
The health and wellness retailer will use Avie’s technology to create personalised wellness solutions for customers.
As part of the deal, founders Charlie Leggate and Kit Logan will join the retailer’s wellness futures team to integrate Avie into its digital services and solutions.
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Chief business and science officer Tamar Rajah said: “We want to become a trusted partner to help people achieve their health and wellness goals – and to do that we want to offer simple ways to test, track and improve your health, built on our 150 years’ experience in health and nutrition.
“Avie’s simple nudges based on biometrics have shown real promise in helping its users to improve their lifestyles and we are looking forward to working with Charlie and Kit to integrate this into our wider services and solutions.”
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