With the introduction of so-called "Gesundeitswelten", Müller is launching a new shop-in-shop concept for health, well-being and holistic living. The first pilot areas are currently being set up in Augsburg, Freiburg and Lörrach. Further locations in Germany and abroad are planned. The new store areas combine high-quality products, smart AI service and advice, says Elke Menold, member of the Müller management board. Pharmacy cosmetics, natural remedies, functional foods, nutritional supplements and longevity products will be offered in up to 120 square metres of retail space. The range includes pharmacy brands such as La Roche-Posay, Avène and Eucerin, social media brands such as Glow25 and Momona, as well as Ayurvedic and Tibetan health products.

AI-supported advice on site

With this launch, Müller is using the AI-based RetailFlow advisory tool for the first time. This provides customers with personalised product recommendations at information terminals or on their smartphones. "We are setting new standards for digital advice in stores without sacrificing the personal touch of our expert staff," says Menold. The target groups for the health worlds are young families, health-conscious older people and the digitally savvy Generation Z. Müller operates more than 950 stores in nine countries across Europe and employs around 35,500 people. The retail chain sees itself as a hybrid company with a multi-range strategy.

Sprinter runs for Müller

The new brand ambassador for Müller's natural cosmetics range is Germany's fastest woman, Gina Lückenkemper. Born in Westphalia in 1996, she is European champion in the 100 metres and a hopeful for the 2028 Olympics. She is committed to conscious living, promoting sport and mental health, and represents natural cosmetics on social media, in traditional advertising and on site. She already appeared with Müller advertising at the international athletics meeting in Berlin at the end of July. "She embodies energy, naturalness and a sense of responsibility," emphasises Menold. The company's natural cosmetics range comprises around 4,000 products from more than 80 own and traditional brands. The German natural cosmetics market achieved a turnover of around 1.5 billion euros in 2024.

Source: Müller