Holland & Barrett has announced the buyout of FitTech start-up Avie.

The health and wellness retailer said the move forms part of its wider strategy to move beyond retail through the launch of personalised wellness technology.

Avie is designed to support users achieve personal health and wellness goals by using health and activity data, as well as behavioural science.

The company’s founders, Charlie Leggate and Kit Logan, will join the retailer’s wellness futures team to build the technology into Holland & Barrett’s digital services.

“We want to become a trusted partner to help people achieve their health and wellness goals – and to do that we want to offer simple ways to test, track and improve your health, built on our 150 years’ experience in health and nutrition,” said Tamara Rajah, chief business and science officer, Holland & Barrett. “Avie’s simple nudges based on biometrics have shown real promise in helping its users to improve their lifestyles and we are looking forward to working with Charlie and Kit to integrate this into our wider services and solutions.”

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