Williams Sonoma is the latest retailer to tap into the wellness movement as the home specialty retailer is teaming with Miraval, best known for its wellness resorts and spas.
As part of the collaboration, Williams Sonoma is debuting two Life in Balance Culinary Kitchens at Miraval’s flagship resort in Arizona and at the newly opened Miraval Austin.
Through the partnership, the retailer will supply a variety of products that will be used by guests as part of the resort’s new healthy cooking classes and workshops. Those classes and workshops include Plant-Based Cooking, Conquering the Blade, Restoring Bone Broth and Wheat-Free Baking.
According to Miraval, each of the Williams Sonoma products chosen for the kitchens were hand-selected by Miraval’s chefs to complement the new suite of culinary classes created specifically for the new kitchens.
Following each culinary class and workshop, Miraval guests will be able to purchase products they used from a dedicated retail page on Williams Sonoma’s website. A select number of items will also be available at Miraval’s onsite retail venues.
Williams Sonoma is the latest retailer to work with a company outside of retail as a way to engage with consumers who are looking to live a healthier life. Earlier this year, Kohl’s announced two initiatives with companies related to health & wellness.
The first was an initiative with WW (formerly Weight Watchers) that includes a line WW-branded Healthy Kitchen housewares products. Kohl’s is also dedicating space in a Chicago-area store for a WW Studio that will serve as a meeting space for WW member meetings.
In March, Kohl’s announced a partnership with Planet Fitness that will see fitness centers added to 10 Kohl’s locations.