Whole Foods Market is reinventing itself. Co-Chief Executive Officer Walter Robb has said that the company's up-and-coming 365 chain is going to offer unconventional services, Time reports. The company is attempting to appeal to younger generations by introducing a new program called "Friends of 365." The program is looking to businesses who sell body care products, music, and who provide tattoo and piercing services to join their team.
These businesses would then move into select 365 store locations to bring in a larger, younger crowd, according to Bloomberg.
"There's a number of smaller-store competitors out there that are doing a nice job. We don't see any reason why we can't go participate in that part of the market as well with our 365 by Whole Foods offer - it's going to be unique," Robb said in an interview with Bloomberg TV.
The new stores will not only appeal to a younger audience, but a more budget-friendly one. This will hopefully create more competition between 365 by Whole Foods Market and other grocery stores like Trader Joe's.
The new chain of stores hasn't opened its first location yet, but its first store is set to open in May, USA Today reports. Its located in in Los Angeles, and is the first of 10 that are set to open by October 2017.
