AG1 is making its UK physical retail debut at Selfridges Oxford Street as part of Healf’s new premium wellness concession.

The daily supplement brand has been selected as one of 23 wellness brands to feature in the new space, which opens this month.

The launch marks a major step into bricks-and-mortar retail for AG1, which has largely built its business online around its daily core supplement blend.

The brand will also feature in a summer smoothie collaboration with smoov, with the first drink in the series using AG1.

Healf said the brands included in the Selfridges concession had been selected through a curation process focused on science-backed efficacy, ingredient transparency and third-party testing.

AG1 is certified by Informed Sport and the Cologne List, two independent testing standards used by athletes and performance-focused consumers.

The product is already sold through healf.com, with the Selfridges launch deepening the partnership between the two wellness businesses.

AG1 international president Tim Harrington said: “Being selected by Healf for their Selfridges concession is a genuine validation of what AG1 stands for, science-backed nutrition as part of people’s daily health rituals.

“Healf has built one of the most trusted wellness platforms in the UK precisely because they don’t compromise on quality, and neither do we. We’re proud to be part of this moment.”

Healf head of curation Julia Alsterberg added: “We’re proud to sell AG1 on healf.com, and now, as part of our concession in Selfridges.

“Our curation process is rooted in identifying the very best in wellbeing, including AG1. AG1’s commitment to constant improvement of their unique daily nutrient formulation shows their exceptional rigour.

“That rigour is beloved by our community, and furthers our mission of making wellbeing more accessible.”

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