Whole Foods Is Opening a Home Decor Store Within a Store

Whole Foods is becoming even more of a one stop shop. The organic grocery chain has opened a lifestyle boutique inside one of its New Jersey locations—and might be a test for additional stores.

Dubbed Plant & Plate, the store within a store concept opened at the Bridgewater location in March, according to Popsugar. Since Amazon bought the grocery chain last year, there have been displays in many locations featuring the online retail giant’s home tech, like Kindle e-readers and Alexa-enabled Echo devices. And while most Whole Foods locations carry a mix of beauty products, apparel, and some items like baskets and workout equipment, Plant & Plate is going for more of a local vibe.

The boutique has an expanded selection of “beauty, garden and home goods rooted in nature,” including “Hedley & Bennett aprons along with local favorites like Beaucycled jewelry, floral crafts from Hoboken and Brooklyn-based Apotheke candles,” and pottery by local artist Keiko Inouye, reads the store’s about page.

The space is designed to feel like someone’s home, and make it “easy to stop into the shop and pick up a little gift for someone (or for yourself!) while on a regular trip to the grocery store,” Genevieve Monette, Whole Body coordinator for the Northeast region told Popsugar.

And while right now the home boutique is just at the one store, there’s always the chance it could expand to more. “When we came up with the Plant & Plate idea, Bridgewater was the next store opening on the horizon and we thought it’d be a great place to debut this new shop. It’s been quite popular since we opened in March 2018. It’s a brand new concept for us and we are excited to see where it lead us in future store designs and concept,” said Monette.