Whole Foods seeks 'friends'

Whole Foods (NASDAQ:WFM) is seeking new friends and could soon be adding partner shops within its stores, offering anything from body care to tattoo parlors.

The new Friends of 365 initiative is seeking independent businesses to partner with and create shops inside the company's new 365 by Whole Foods Market stores.

The fledgling banner is a smaller store than the typical Whole Foods format, with a more tightly curated selection of items at lower prices. It's aimed at the millennial market.

And judging by the description of desired shops, Friends of 365 is looking for brands that appeal to that demographic:

"Friends of 365 may be any type of business—from food and drinks to fashion, body care products, services and more. (Record shop? Tattoo parlor? Maybe!) And each 365 store may have a different mix of friends. The more variety, the merrier!"

Whole Foods is betting on the new format to transform its store base and make the chain more relevant to a larger audience. The first store opened in Los Angeles in July, and there are plans for nearly a dozen more locations.

For more:
-See the Friends of 365 website
-Read this Bloomberg Business story

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