The Italian wellness brand has opened the Good Vibes House at Le Gru Shopping Centre in Grugliasco, transforming its “in & out” philosophy into an immersive retail experience while strengthening its omnichannel strategy.
Goovi has opened its first physical retail store, marking a significant milestone in the evolution of its omnichannel strategy. The Italian wellness brand, co-founded by Michelle Hunziker, has launched its first permanent flagship store at Le Gru Shopping Centre in Grugliasco, near Turin, bringing the brand’s values of positivity, authenticity and self-care into a physical retail environment.
Founded as a digital-native brand in 2018, Goovi has expanded through e-commerce as well as a network of selected pharmacies, beauty retailers, pop-up stores and temporary retail formats. The opening of its first standalone store represents the natural next step in its omnichannel journey, creating a dedicated space where products, expert advice and immersive brand experiences come together.
Goovi expands its omnichannel strategy
Covering 76 square metres, the new store has been designed to showcase the complete Goovi ecosystem. Nutritional supplements, skincare, bodycare and make-up are presented within a retail journey that brings the brand’s “in & out” wellness philosophy to life, connecting inner wellbeing with personal care.
Rather than functioning as a traditional retail outlet, the store has been conceived as a destination for consultation, product discovery and customer engagement, where visitors can interact with Goovi Advisors and receive tailored recommendations based on their individual needs.
The Good Vibes House transforms the brand into an immersive retail environment
The Good Vibes House concept translates Goovi’s visual identity into a physical retail experience. A pastel colour palette, soft curves and rounded geometries create a bright, welcoming environment where architecture, interior design and visual merchandising reinforce the brand’s positioning.
Soft-touch finishes, diffused lighting and light-inspired tones enhance the sense of comfort, while the open-plan layout, organised around a central feature, guides visitors through an intuitive journey across the brand’s different product categories.
The result goes beyond the traditional beauty store, evolving into a genuine beauty playground: an immersive and highly recognisable retail environment designed to encourage interaction, longer dwell times and social sharing, fully aligned with Goovi’s contemporary brand language.
The Goovi Bar at the heart of the customer experience
A defining feature of the new retail concept is the Goovi Bar, positioned at the centre of the store as the project’s relational hub.
More than a display counter, it is where customers begin their journey with the brand. Visitors can sample selected Goovi supplements, discover the brand’s wellness philosophy and receive personalised advice from Goovi Advisors, creating tailored wellbeing routines based on the brand’s “in & out” approach.
By placing consultation at the centre of the retail journey, the Goovi Bar reinforces the store’s experiential dimension and turns personal interaction into a key component of the shopping experience.
A new chapter in Goovi’s retail journey
With this opening, Goovi begins a new chapter in its retail development. The Grugliasco store is more than the brand’s first permanent flagship location: it introduces a retail format designed to transform the relationship with its community into a physical experience centred on tailored advice, product testing and direct engagement.
The Good Vibes House marks Goovi’s evolution from a digital-first brand into a retailer capable of expressing its identity through a carefully designed physical environment that encourages connection, longer visits and wellbeing, confirming the growing importance of brick-and-mortar retail in shaping contemporary brand experiences.
Brand: Goovi
Format: First permanent flagship store
Opening: 8 July 2026
Size: 76 sqm
Location: Le Gru Shopping Centre, Grugliasco, Turin, Italy