Health retailer Holland & Barrett will stock Coleen Rooney’s ‘Hair, Skin, and Nails’ vitamins range, made by Liverpool city region venture Applied Nutrition, in 500 of its UK stores. Tony McDonough reports
Fast-growing Liverpool city region sports nutrition venture Applied Nutrition has agreed a deal that will see Holland & Barrett sell its Coleen Rooney vitamins range in 500 stores.
Applied Nutrition also announced on Wednesday it had agreed a deal with three retailers in the US – GNC Corporate, Hy-vee and H.E.B. that will see its products sold in more than 1,000 stores.
Operating from a 100,000 sq ft manufacturing facility in Knowsley, Applied Nutrition produces a range of pre-work out supplements, protein powders, vitamins, protein waters and other wellness and fitness products.
Founded in 2014 by Kirkby-born Tom Ryder, in late October 2024 the firm entered the London Stock Exchange in a £350m flotation. In February the company said it was on track to report £100m revenues in its current financial year.
Liverpool-born Coleen, a TV personality and businesswoman, who is married to former Everton, Manchester United footballer, Wayne Rooney, started working with Applied Nutrition early in 2024.
Her range of vitamins are aimed at people who want to keep their hair, skin, and nails in good condition. This agreement is part of a wider joint business plan between Applied Nutrition and Holland & Barrett.
As part of the agreement, Holland & Barrett will increase distribution of currently listed products and will take additional products in both new and existing categories. And it will provide the retailer with early access to new Applied Nutrition products.
This initial deal to stock the Coleen Rooney range has the potential to increase the revenue contribution from one of the group’s largest customers threefold.
Applied Nutrition’s US expansion sees deals with GNC Corporate, one of the largest specialty retailers in the US, Hy-vee, the largest regional grocery chain in the Midwest, and H-E-B, the leading grocery chain in Texas. It is targeting sales of $3m.
Tom Ryder said: “It is great to see such momentum with existing and new customers, further reinforcing the growth potential of the business.
“Not only are we significantly strengthening and growing our trade with existing key valued partners such as Holland & Barrett we are also securing new listings from major retailers in the US which is a key growth market.”