A regional partnership with cross-border ambition

Under this exclusive agreement, DFI will serve as H&B's distribution partner across several markets in Asia, starting with Singapore and Hong Kong, with rights for distribution across the wider region over the coming years.

This collaboration marks a significant milestone in H&B's international expansion strategy and reinforces DFI's long-term ambition to become Asia's Trusted Advisor for Wellness by delivering more holistic and personalised wellness solutions to customers across the region.

Andrew Wong, Chief Executive Officer, Health & Beauty, DFI Retail Group, said: "This partnership is a pivotal step in our journey to deepen our position as the Trusted Advisor for Wellness across Asia. As our customers increasingly seek holistic and personalised wellness solutions, Holland & Barrett's heritage expertise and science-led capabilities perfectly complement our mission to deliver the right expertise and experience in our stores. We are excited to empower our customers throughout their wellness journeys."

Elevating customer experience

Customers can expect a curated range of science-led wellness products, including H&B's vitamins and supplements and nutritional solutions focused on areas such as immunity, gut health, sleep, beauty-from-within, and healthy ageing.

The products will be available in-store and online, alongside personalised health guidance supported by professional in-store advice, and technology-enabled wellness services, including AI-powered skin and scalp assessments provided by Guardian and Mannings.

This partnership also reflects DFI's continued commitment to creating more connected and personalised retail wellness experiences, with technology-enabled services expected to expand across approximately 25 per cent of Mannings and Guardian stores in Asia.

Lucy Hughes, Deputy High Commissioner to Singapore, said: "This partnership between Holland & Barrett and DFI Retail Group is a compelling example of what is possible when trusted institutions from the UK and Singapore come together. Singapore is one of the UK's closest and most valued partners in Asia, and collaborations like this - bringing together British brand heritage with DFI's outstanding regional expertise - reflect the genuine depth of that relationship. I warmly congratulate both organisations on this milestone."

Rhiannon Harries, Deputy Trade Commissioner for Asia Pacific (Southeast Asia), said, "Holland & Barrett's new partnership with DFI Group marks a growing ambition from UK businesses to export to and grow in Southeast Asia. Our trade relationship with the region is worth over £62 billion – an increase of over 17 per cent from the previous year – highlighting the strong momentum and opportunities available. I look forward to seeing even more UK companies thrive in Singapore and across the wider region."

Now live in Singapore

The partnership officially launched in Singapore this month, with H&B products available through selected Guardian Singapore stores and the Guardian Singapore app.

Additional market launches across Asia will be rolled out in phases over the coming years.