With a heritage rooted in health and wellness, Holland & Barrett needed a fulfillment strategy that could keep pace with growing consumer expectations while reducing operational costs and complexity.

Here’s how THG Fulfil helped future-proof their fulfillment.

The challenges

As one of the UK’s leading health and wellness retailers, Holland & Barrett required a scalable and efficient fulfillment solution capable of handling high SKU volume and omnichannel complexity.

Relying on manual processes and third-party software created bottlenecks in efficiency, inflated costs, and limited visibility. The standard 5-day delivery promise didn’t align with modern consumer expectations. Moreover, as labor costs continued to rise, the business needed a way to protect its margins without compromising customer experience.

The solutions

THG Fulfil implemented its fully automated fulfillment solution, delivering a faster, smarter and more connected supply chain. Key initiatives included:

Migrating 8,500 SKUs to THG Fulfil’s intelligent network, improving operational efficiency and expanding throughput capacity.

Eliminating costly third-party licenses through THG’s proprietary technology.

Utilizing THG Fulfil’s courier partnerships to reduce last-mile delivery costs.

Transitioning to a true omnichannel fulfillment model—fully integrating with Holland & Barrett’s 727 physical stores for next-day click & collect, boosting foot traffic and shopper convenience.

The transformation also enabled participation in THG’s innovative ‘Upgrade’ program: 50% of standard delivery orders, including 100% of first-time orders, were proactively upgraded to next-day delivery—without added customer cost.

The results

• Delivery speed improved from 5 days to an average of 1.5 days from click to doorstep.
• EBITDA cost benefits delivered via lower fulfillment processing costs, license elimination, and courier efficiencies.
• Customer experience uplift through next-day click & collect from all UK stores.
• Retention and loyalty enhanced by consistently exceeding delivery expectations.

Holland & Barrett now operates a future-ready fulfillment model, enabling both operational excellence and superior customer experience at scale.