Whole Foods Develops Plant & Plate Home Boutique Concept

BRIDGEWATER, NJ— Whole Foods has jumped into the home entertaining trend with the development of its new Plant & Plate concept. The store-within-a-store boutique was created to take advantage of the increased interest in both indoor and outdoor home entertaining. According to Whole Foods, the new Plant & Plate concept includes a range of lifestyle items including housewares and garden accessories. 

“Plant & Plate is designed as a lifestyle shop, and all the products we sell there fit into that general aesthetic. It almost feels like you’re in someone’s home when you walk in,” said Genevieve Monette, whole body coordinator for the Northeast region, Whole Foods. 

Curated with the consumer’s home in mind, Plant & Plate offers a variety of beauty, garden and home goods, all rooted in nature. Featured products include Hedley & Bennett aprons, essential oils and barware along with local products like Beaucycled jewelry, floral crafts from Hoboken and Brooklyn-based Apotheke candles. 

The move to creating its own section of the store rather than scattering the products throughout the location, she said, made the shopping experience more enjoyable for the consumer. 

“We’ve always offered a variety of body care items and even candles in our stores, though Plant & Plate takes that to the next level. It’s easy to stop into the shop and pick up a little gift for someone, or for yourself, while on a regular trip to the grocery store. Bringing in new items that are trending like handmade pottery, copper accessories and seasonal home décor pieces, we are adding another layer to our customer’s shopping experience,” she said. 

While the boutique concept is currently only available in the chain’s Bridgewater, NJ-based store, Monette said that she sees the concept growing in the future. 

“It’s been quite popular since we opened in March. It’s a brand new concept for us and we are excited to see where it lead us in future store designs and concept,” she said.